Table of Contents

I: The Nature of Brands; 1: The Brand as a System; 2: Branding in Context; II: Brand Strategy Development; 3: Brand Strategy Development; 4: The Nature of Brands and Brand Functions; 5: Brand Core Concept; 6: Brand Identity; 7: Strategic Brand Segmentation; III: Brand Strategy Meets Brand Perception; 8: Brand Differentiation and Positioning; 9: Brands and Consumer Needs and Values; 10: Brand Personality; 11: Brand Meaning and Brand Physique; 12: Brand Relationships and Reputation; IV: Brand Equity; 13: Brand Strength and Brand Saliency; 14: Brand Span and Brand Extension; 15: Brand Portfolio and Brand Architecture; 16: Consumer Brand Equity; 17: Market Brand Equity; 18: Brand Valuation; 19: Gesamtkunstwerk the art of Brand Integration

About the Author

Giep Franzen, Sandra E. Moriarty