CONTENTS

1. Cover
2. Title Page
3. Copyright
4. Contents
5. List of Figures
6. About the authors
7. Preface
8. Introduction
9. Myth 1     Brands are just a way of charging you more for the same product
10. Myth 2     Once lost, trust can never be rebuilt
11. Myth 3     A strong brand can be used to prop up a bad business
12. Myth 4     Technology is diminishing the power of brands
13. Myth 5     Branding is just about the logo and advertising
14. Myth 6     Brands don’t have financial value
15. Myth 7     Differentiation is dead. Distinctiveness matters
16. Myth 8     The customer is always right
17. Myth 9     You need many decades to build a truly global brand
18. Myth 10   A brand is “owned” by the marketing department
19. Myth 11   Brand purpose is just CSR by another name
20. Myth 11   Customers are seeking a personal relationship with your brand
21. Myth 12   Branding is subjective. It’s all fluff and art with no rigour and science
22. Myth 13   In certain types of business, brands don’t really matter
23. Myth 14   Branding has nothing to do with the customer experience
24. Myth 15   Branding is all about the product
25. Myth 16   Creating brand names is easy
26. Myth 17   Brands are just consumer goods
27. Myth 18   Brands are just about what happens on the outside
28. Myth 19   There is no such thing as brand loyalty
29. Conclusion
30. Index
31. Backcover