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Index
Cover
Title Page
Copyright
Dedication
Table of Contents
Introduction: Why This Book?
Part I Recognize That Brands Are Assets
1. Brands are Assets that Drive Strategy
2. Brand Assets Have Real Value
Part II Have a Compelling Brand Vision
3. Create a Brand Vision
4. A Brand Personality Connects
5. The Organization and Its Higher-Purpose Differentiate
6. Get Beyond Functional Benefits
7. Create “Must Haves” Rendering Competitors Irrelevant
8. To Own an Innovation, Brand It
9. From Positioning the Brand to Framing the Subcategory
Part III Bring the Brand to Life
10. Where Do Brand-Building Ideas Come From?
11. Focus on Customer’s Sweet Spots
12. Digital—A Critical Brand-Building Tool
13. Consistency Wins
14. Internal Branding: A Key Ingredient
Part IV Maintain Relevance
15. Three Threats to Brand Relevance
16. Energize Your Brand!
Part V Manage Your Brand Portfolio
17. You Need a Brand Portfolio Strategy
18. Brand Extensions: The Good, the Bad, and the Ugly
19. Vertical Brand Extensions Have Risks and Rewards
20. Silo Organizations Inhibit Brand Building
Epilogue: Ten Branding Challenges
Endnotes
Acknowledgements
About the Author
Index
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