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Index
Title Page
Copyright Page
CONTENTS
INTRODUCTION: BRANDING IN A DIGITAL WORLD.
CHAPTER ONE: CUSTOMERS CAN FEEL BUT MARKETERS NEED TO SEE.
CHAPTER TWO: BRANDING 101: AN OVERVIEW.
CHAPTER THREE: THE CHALLENGE OF BRANDING TODAY.
CHAPTER FOUR: THE BENEFITS OF BRANDING.
CHAPTER FIVE: THE STRATEGY BEHIND THE BRAND.
CHAPTER SIX: TEN BRAND BUILDING STRATEGIES.
CHAPTER SEVEN: BRAND ARCHITECTURE AND DECISION TREES.
CHAPTER EIGHT: THE ART OF POSITIONING A BRAND.
CHAPTER NINE: UNDERSTANDING MARKET CATEGORIES AND LADDERS.
CHAPTER TEN: TRENDS AND BLUE OCEANS MATTER.
CHAPTER ELEVEN: 4 P'S OF MARKETING HAVE CHANGED.
CHAPTER TWELVE: BUILD A BRAND: THE POWER OF INTEGRATED MARKETING.
CHAPTER THIRTEEN: A BRAND PLANNER AND FINAL THOUGHTS.
ABOUT THE AUTHOR
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