Chapter2: Marcom's Challenges: Enhancing Brand Equity, Influencing Behavior, and Being Accountable

I. Desired Outcomes of Marcom Efforts
II. The Concept of Brand Equity
    1. A Firm-Based Perspective on Brand Equity
    2. A Customer-Based Perspective on Brand Equity
        a. Brand Awareness
        b. Brand Image
    3. How Can Brand Equity Be Enhanced?
    4. What Benefits Result from Enhancing Brand Equity?
    5. Characteristics of World-Class Brands
III. Affecting Behavior and Achieving Marcom Accountability
    1. Difficulty of Measuring Marcom Effectiveness
        a. Choosing a Metric
        b. Gaining Agreement
        c. Collecting Accurate Data
        d. Calibrating Specific Effects
    2. Assessing Effects with Marketing-Mix Modeling