Contents
Brand Equity Enhancement (or Dilution) Index
Chapter 02: Branding in a Postmodern Culture
Chapter 03: Strategic Perspectives of Branding
Decision Map for Brand Choices
Decision Map for Brand Leveraging
“Stand for something or you’ll fall for anything!”
Brand Customer Interactions and Relationships Matrix
Chapter 04: Managing Brand Value
Start with Brand Strategy or Business Strategy?
Brand Awareness Is Not the Same as Brand Differentiation
Case Study: Branded House versus House of Brands
Chapter 06: Luxury Brand Marketing
We become consumers of illusions
Chapter 07: Strategic Branding Process
Chapter 08: Strategic Branding Assessment