The New Strategic Brand Management

Introduction: building the brand when the clients are empowered

Part One: Why is branding so strategic?
1. Brand equity in question
2. Strategic implications of branding
3. Brand and business building
4. From private labels to store brands
5. Brand diversity: the types of brands

Part Two: The challenges of modern markets
6. The new rules of brand management
7. Brand identity and positioning

Part Three: Creating and sustaining brand equity
8. Launching the brand
9. The challenge of growth in mature markets
10. Sustaining a brand long term
11. Adapting to the market: identity and change
12. Growth through brand extensions
13. Brand architecture
14. Multi-brand portfolios
15. Handling name changes and brand transfers
16. Brand turnaround and rejuvenation
17. Managing global brands

Part Four: Brand valuation
18. Financial valuation and accounting for brands