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| The Power of Brand Management | |
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| Living in a Branded World | |
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| What Is a Brand Anyhow? | |
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| New Thinking and Motivation: The Ultimate Brand Is You | |
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| Stop, Look, and Listen: You Are Surrounded by Brands | |
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| Why Does Anyone Care About Brands? | |
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| Do Branded Products Really Sell More? | |
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| Exciting Evolution: Make That Mine | |
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| The Sincerest Form of Flattery | |
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| What Is Brand Management Anyhow? | |
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| A Simple Look at Brand Management | |
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| Is Brand Management the Same Thing as Marketing? | |
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| The Brand Perspective: Philosophy Becomes Action | |
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| The Power of Focus: Why Big Companies Like Brand Management | |
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| A Short History of the Evolution of Brand Management | |
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| The Hub of the Wheel | |
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| The Mystique of a Brand Management Career | |
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| Ivory Towers and Silos Crowded Out Some Good Thinking | |
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| The Balloon Didn't Burst--It Exploded | |
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| From Soup to Nuts: Everything Changed | |
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| In Some Places, They Don't Even Talk Brand Management Anymore | |
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| E-Commerce Makes Branding Hotter Than Ever | |
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| Three Great Reasons to Have an Internet Strategy | |
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| Will the Internet Encourage Brand-Building or Brand-Busting? | |
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| Brand Name Recognition Closes the Virtual Void | |
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| Be Clear: What Do You Want the Internet to Do for You? | |
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| Thinking Like a Brand Champion | |
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| Your Brand Manager Orientation Begins | |
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| You Already Know a Lot About Branding | |
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| The Five P's: Oldies but Goodies | |
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| Warm-Up Exercise: You're the Consumer and the Analyst | |
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| Now Add the Four T's: Newer Thinking and So Very Timely | |
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| Brand Champion--Your Toughest and Most Important Role | |
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| Brand Champion? That Means You | |
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| A Company's Greatest and Most Overlooked Opportunity | |
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| Take Ownership: Be a Proactive Protector | |
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| Teach Us to Care About Your Brand | |
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| Not Just a Lifecycle, but a Life | |
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| Make More of a Good Thing: New Products and New Uses | |
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| More Good Things: A License to Grow | |
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| Brand Equity: Like Money in the Bank | |
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| What Is Brand Equity? | |
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| How Brand Equity Is Built over Time | |
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| How Is Brand Equity Measured? | |
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| Welch's: The Billion-Dollar Brand Name | |
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| Media Metrix: New Company, New Industry, Big Idea | |
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| KISS 108-FM Radio: A Sharp and Fresh Identity | |
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| Your Brand's Mission, Vision, and Core Values | |
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| Mission Statements Are Most Prevalent--for Now | |
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| Dissecting a Mission Statement | |
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| Are Mission Statements Impacted by the Size of the Company? | |
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| Vision Statements Are the Newer Direction | |
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| What About Core Values? | |
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| You've Earned It: The Fun, Creative, and Inspirational Part | |
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| Brand Names Are Just Words, Right? | |
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| What's So Hard About Choosing a Brand Name Anyhow? | |
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| The Many Roles of a Brand Name Today | |
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| Brand Names Convey Images and Promises | |
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| A Promise to Protect and Defend | |
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| Use It or Lose It: Copyright and Trademark Issues | |
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| The Powerful Duo: Brand Name + Positioning Statement | |
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| Positioning Statements Make Brands Come Alive | |
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| The Mix-and-Match Game: Who Says What? | |
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| Is It a Positioning Statement or a Promotional Hook? | |
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| Let's Talk About Market Research | |
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| Qualitative Research: Rich in Texture and Direction | |
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| Quantitative Research: When It All Adds Up | |
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| Mix-and-Match Game Answers | |
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| Branding Inspiration: Information and Education Go Branded | |
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| News and Information Are Friendly, Fun Businesses | |
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| Information as a Lifestyle and a Business | |
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| Education Gets More Branded Every Day | |
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| Case Study: Media Metrix Pioneers Internet Information | |
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| Branding Inspiration: Product, Service, and Science Brands | |
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| Wild and Exciting New Products for Branding | |
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| Services Are Big Business, and Now Big Brands | |
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| The Newest Frontier: Science Gets Cozy with Consumers | |
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| Case Study: Welch's: An Angricultural Co-Op in the Twenty-First Century | |
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| Branding Inspiration: People and Entertainment as Brands | |
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| Bam! It's a Good Thing, So Just Kick It Up a Notch | |
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| A Name Can Create an Instant Image | |
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| A Name Can Imply Lots of Things | |
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| Case Study: KISS 108-FM Radio | |
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| Building Your Brand Perspective | |
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| What Is a Brand Profile? | |
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| Putting the Dream and the Reality Down on Paper | |
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| Brand Profile Outline | |
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| First and Foremost: A Description | |
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| Getting Initial Input and Feedback | |
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| What Do the Brand and the Business Have in Common? | |
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| Between You and Me: Do You Want a Business or a Brand? | |
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| Target Market Analysis: More Critical Now Than Ever | |
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| Do the Math First: Categories, Segments, and Niches | |
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| The More You Know, the Easier It Gets | |
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| Two Important Ic's: Demographics and Psychographics | |
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| New Thinking: Which Is More Important, Attitude or Behavior? | |
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| Putting It All Together: A Target We Can Find | |
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| Now What? I Know Who I Want, but Where Are They? | |
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| New Technology: Targeting Is Tough--Let Them Do It Themselves | |
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| Channels of Distribution: Getting from Here to There | |
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| Get the Brand to the End Users, and Get Them to Your Brand | |
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| Points and Percentages of Distribution | |
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| Does Your Brand Belong Here? | |
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| Prioritize Your Selling Opportunities | |
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| Who Is Your Competition? Are You Sure About That? | |
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| Take Another Look at the Obvious and Always-Been-There Crowd | |
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| Now, Look Under Rocks, Behind Doors, and Inside Brains | |
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| Find the Source and Get the Facts | |
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| Ask the Industry and the Players | |
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| What Do the End Users Have to Say? | |
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| What Do They Say and What Do They Do? | |
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| Where Are the Stealth Bombers Lurking? | |
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| "What's the Price?" Has No Easy Answer | |
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| Understand Gross Margin vs. Markup Once and for All | |
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| Price Points: Targeting Your Everyday Pricing | |
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| Trade Deals and Discounts | |
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| Feature Pricing and Special Deals--What Are Your Options? | |
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| A Pricing Worksheet to Use Every Day | |
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| Careful Communication: What's Right and Great About the Brand | |
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| Advertising Is Great--Got the Message and the Money? | |
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| So Tell Me Already: What Do You Want Me to Do? | |
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| Ready to Talk: Ten Other Types of Brand Communication | |
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| The Math of Two for One | |
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| Promotion and Advertising Ideas for Smaller Budgets | |
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| Taking Ownership: The General Management Part of Brand Management | |
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| Analysis Without Paralysis: Learning to Love Those Numbers | |
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| Data Overload Is Here to Stay | |
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| Tell Me a Story | |
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| Navigating the Numbers | |
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| And the Story This Time Is | |
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| There's a Pony in There Somewhere | |
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| How Will You Measure Success? | |
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| Success Used to Be So Simple | |
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| Successful or Sustainable? | |
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| Bring on the Numbers, but Make Them the Right Ones | |
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| The "Heads Up" School of Management | |
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| What About Personal Success and Satisfaction? | |
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| Promotion Is Changing Fast, and So Should You | |
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| Loyalty, an Old-Fashioned Idea, Is Back in Style | |
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| Databases Make Promotion a Whole New Game | |
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| Who's Got the Cards? | |
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| The Evolution from Mass Promotion to One-to-One Marketing | |
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| The Top Ten Problems with Loyalty Marketing Programs | |
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| Learning to Say "Please, May I?" | |
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| Revolution and Relevance: The Future of Brand Management | |
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| It Is All About Relationships and Reputation | |
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| Assume That Change Is a Constant | |
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| Open Mind, Insert Ideas--Staying Relevant | |
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| It's All About Interaction, Not Just the Internet | |
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| Brand Champions Will Change Customer Service | |
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| Appendixes | |
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| Glossary of Terms | |
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| Resources and Revelations Guide | |
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| Index | |