1. Measuring brand equity
1.1. Brand audit
1.2. Brand valuation
1.2.1. Value stages
1.2.1.1. Marketing program investment
1.2.1.2. Customer mindset
1.2.1.3. Brand performance
1.2.1.4. Shareholder value
1.2.2. Multipliers
1.2.2.1. Program multipliers
1.2.2.2. Customer multipliers
1.2.2.3. Market multipliers
2. Managing brand equity
2.1. Brand reinforcement
2.2. Brand revitalization
3. Devising branding strategy
3.1. Relevant terms
3.1.1. Brand extension
3.1.2. Sub-brand
3.1.3. Parent brand
3.1.4. Family brand
3.2. Branding strategies
3.2.1. Individual or separate family brand names
3.2.2. Corporate umbrella or company brand name
3.2.3. Corporate name combined with individual product names
3.2.4. House of brands
3.2.5. Branded house
3.3. Key opponents
3.3.1. Brand portfolio
3.3.1.1. Flanker
3.3.1.2. Cash cow
3.3.1.3. Low-end entry-level
3.3.1.4. High-end prestige
3.3.2. Brand extension
4. Defining brand equity
4.1. Definition of customer-based brand equity
4.2. Brand evaluating models
4.2.1. Brand asset valuator
4.2.2. BRANDZ
4.2.3. Brand Resonance Model
5. Building brand equity
5.1. Selecting brand elements
5.1.1. Memorable
5.1.2. Meaningful
5.1.3. Likeable
5.1.4. Transferable
5.1.5. Adaptable
5.1.6. Protectable