Introduction
Does Brand Asset Management Strategy Matter?
An Overview of Brand Asset Management

Phase One : Developing a Brand Vision
1. Step One : Elements of a Brand Vision

Phase Two : Determining Your BrandPicture
2. Step Two : Determining Your Brand's Image
3. Step Three : Creating Your Brand's Contract
4. Step Four : Crafting a Brand-Based Customer Model

Phase Three : Developing a Brand Asset Management Strategy
5. Step Five : Positioning Your Brand for Success
6. Step Six : Extending Your Brand
7. Step Seven : Communicating Your Brand's Positioning
8. Step Eight : Leveraging Your Brand to Maximize Channel Influence
9. Step Nine : Pricing Your Brand at a Premium

Phase Four : Supporting a Brand Asset Management Culture
10. Step Ten : Measuring Your Return On Brand Investment (ROBI)
11. Step Eleven : Establishing a Brand-Based Culture