"The book is impressive and thorough. It covers the phenomenon of branding from many different perspectives. Highly recommended. Graduate students, researchers and faculty, and brand management professionals." -- Choice

Table of Contents

• Acknowledgments
• INTRODUCTION
• THE NATURE OF BRANDS
• THE BRAND AS A SYSTEM
• BRANDING IN CONTEXT
• BRAND STRATEGY DEVELOPMENT: THE COMPANY PERSPECTIVE
• BRAND STRATEGY DEVELOPMENT
• THE NATURE OF BRANDS AND BRAND FUNCTIONS
• BRAND CORE CONCEPT
• BRAND IDENTITY
• STRATEGIC BRAND SEGMENTATION
• BRAND STRATEGY MEETS BRAND PERCEPTION
• BRAND DIFFERENTIATION AND POSITIONING
• BRANDS AND CONSUMER NEEDS AND VALUES
• BRAND PERSONALITY
• BRAND MEANING AND BRAND PHYSIQUE
• BRAND RELATIONSHIPS AND REPUTATION
• BRAND EQUITY: EXPANSION AND INTEGRATION
• BRAND STRENGTH AND BRAND SALIENCY
• BRAND SPAN AND BRAND EXTENSION
• BRAND PORTFOLIO AND: BRAND ARCHITECTURE
• CONSUMER BRAND EQUITY
• MARKET BRAND EQUITY
• BRAND VALUATION
• GESAMTKUNSTWERK: THE ART OF BRAND INTEGRATION
• References
• ABOUT THE AUTHORS