Table of Contents

PROLOGUE.

INTRODUCTION.

PART I SETTING THE STAGE.

1 MARKET FORCES.

2 EMERGING STRATEGIES TO ADDRESS MARKET FORCES.

PART II A FRAMEWORK FOR COPING.

3 BRAND FRAMEWORK FOR BUILDING CONNECTIVE BRANDS.

PART III CRITICAL SUCCESS FACTORS FOR MAKING IT HAPPEN.

4 PRACTICAL APPLICATIONS – STAKEHOLDER ENGAGEMENT.

5 PRACTICAL APPLICATIONS – THE PROCESS OF ALIGNMENT.

EPILOGUE – THE LAW OF THE SEVENTH GENERATION?

INDEX.

About the Author

Dr Claudia Fisher is the founder of Lemontree Brand Strategy, a consulting firm based in Munich, Germany, and advises blue chip companies all over the world on high profile marketing and branding issues. She is the author of several articles on branding and has contributed to David Aaker’s latest book, Brand Portfolio Strategy. Claudia holds an MBA from the University of Chicago and a PhD in Marketing from the University of Innsbruck.

Dr. Christine Vallaster is Research Fellow at the Marketing Department of the University of Giessen, Germany. She has published a number of articles in highly ranked academic journals such as Business Horizons, European Journal of Marketing, and the Harvard Business Manager (German Edition). She works as a consultant in the field of brand management and also speaks regularly at marketing conferences. Christine holds a PhD in Marketing from the University of Innsbruck.