PART 1 INTRODUCTION TO BRAND MANAGEMENT
2 Understanding the Language of Branding
3 Brand Management Process: An Overview
5 Understanding the Competition
7 Brand Identity System and Standards
8 Driving the Consumer from Brand Awareness to Brand Insistence
10 Nontraditional Marketing Approaches That Work
12 Developing a Brand Building Organization
14 Creating the Total Brand Experience
PART 6 OTHER BRAND MANAGEMENT CONSIDERATIONS
19 How Organization Age and Size Affect Brand Management Issues
20 Legal Issues in Brand Management
PART 7 BRAND MANAGEMENT IN BRIEF
22 Keys to Success in Brand Building: A Summary
Appendix B: Online Brand Management and Advertising Resources