Managing Brand Equity

This non-fiction business book explains how brands create enduring value by managing five key intangible assets—the brand name, symbols and slogans, plus the associations, awareness, perceived quality, and proprietary resources that surround them. Designed for managers, marketers, and business students seeking durable competitive advantage, it blends historical insights with practical tools in a clear, results‑oriented tone that helps readers decide if a strategic approach to branding fits their needs. The content is presented as a framework supported by real-world case studies. Each chapter opens with a historical example and then maps those lessons to the five assets. Readers will find accessible diagrams, practical metrics, and checklists that translate theory into action. Readers move from diagnosis to action, learning to measure brand awareness, associations, quality, loyalty, and proprietary assets; the book shows how short-term promotions can erode value and how to balance today’s results with long‑term brand health. - Five-asset framework linking intangible assets to business value - Case-study driven lessons from real companies - Practical tools to measure awareness, associations, quality, loyalty, and proprietary assets - Step-by-step guidance for building, protecting, and renewing brand equity - Diagrams, checklists, and reflective prompts that support action - Clear