Table of Contents

Introduction Part One Strategic Implications of Branding Chapter 1 Introduction to Contemporary Brand Management Chapter 2 Brand Equity and Brand Valuation Chapter 3 Brand Building and Business Building Chapter 4 Brands as Strategic Assets- Moving Up the Corporate Agenda Part Two Managing Brands - Creating and Sustaining Brand Equity Chapter 5Brand Identity and Positioning Chapter 6Brand Architecture Chapter 7Brand Extension Chapter 8Managing Brands Across Life Cycle Chapter 9Building Brand and Corporate Reputation Part ThreeThe New Business Environment Chapter 10 The New Competitive Environment and Branding Chapter 11Retail Brands vs. Manufacturer Brands Chapter 12Packaging Design and Branding for the Consumer Chapter 13Country of Origin Branding