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| Foreword | |
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| Preface | |
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| Acknowledgments | |
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| Brandictionary | |
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| The BrandMindset Thinking Like a Genuine Brand | |
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| Branding Is a Mindset | |
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| What Is Brand Equity? | |
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| Brands Are Ignored as Strategic Assets | |
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| What Is a Brand? | |
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| What Is a Genuine Brand? | |
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| Genuine Brands Exist to Add Value | |
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| The Best Way to Build a Brand | |
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| Drivers of Brand Equity | |
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| The BrandStrategy Doctrine Process | |
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| Brand Paradigm Shifts | |
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| Brand Leverage | |
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| Brand Discipline | |
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| Brand Playing Field | |
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| Brand Focus | |
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| Brand Value | |
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| Brand Profile: Hallmark | |
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| Action Guide: The BrandMindset | |
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| An Introduction to the BrandStrategy Doctrine Process The Roadmap for a Genuine Brand | |
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| The BrandStrategy Doctrine Philosophy | |
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| The BrandStrategy Doctrine Methodology | |
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| Getting the Process Started | |
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| Brands Are Supposed to Be Distinctive | |
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| Creating a Distinctive Brand Perception | |
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| Action Guide: The BrandStrategy Doctrine | |
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| The Brand Assessment The Process to Evaluate Current and Future Brand Equity | |
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| The Brand Assessment Philosophy | |
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| The Brand Assessment Methodology | |
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| Brand Assessment Questions | |
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| Consumer Research | |
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| The Current Marketing Strategy | |
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| Business Environment Review | |
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| Customer Transaction Analysis | |
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| Market Research and Competitive Trends | |
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| Technology Migration Analysis | |
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| Concluding the Brand Assessment | |
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| Brand Profile: Citibank | |
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| Action Guide: The Brand Assessment | |
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| The BrandPromise The "Guiding Star" for Genuine Brands | |
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| The Philosophy of a BrandPromise | |
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| Living the BrandPromise | |
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| A Real Commitment to a BrandPromise | |
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| A Mission, Vision, or Promise? | |
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| BrandPromise Methodology | |
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| How Is the BrandPromise Used? | |
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| Developing a BrandPromise | |
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| Meeting of the Minds | |
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| What Business Is the Brand In? | |
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| What Differentiates a Brand's Products and Services? | |
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| How Does a Brand Offer Superior Value? | |
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| Finalizing the BrandPromise | |
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| The Reality Check | |
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| Tradition versus Innovation | |
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| Experiencing a BrandPromise | |
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| Brand Profile: Lexus | |
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| Action Guide: The BrandPromise | |
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| The Brand Blueprint The Architecture of a Brand | |
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| The Philosophy Behind the Brand Blueprint | |
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| It Starts with a Blueprint | |
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| The Psychology of a Brand | |
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| The Origins of Branding | |
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| Building a Brand | |
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| The Brand Blueprint Methodology | |
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| A Brand's Name | |
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| A Unique Graphic Representation | |
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| A Byline | |
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| A Tag Line | |
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| A Brand Story | |
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| The Brand Blueprint Building Blocks | |
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| The Life of a Brand | |
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| Brand Profile: Whirlpool Corporation | |
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| Action Guide: The Brand Blueprint | |
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| Brand Culturalization Customer Service: "The Heart and Soul of Genuine Brands" | |
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| Brand Culturalization Philosophy | |
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| The Brand Principles | |
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| Establishing Brand Equity Goals | |
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| Outlining a Brand Communication Plan | |
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| The Culturalization Plan | |
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| The Essence of Genuine Brands | |
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| Exceptional Customer Service Pays Off | |
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| The Customer Has Always Come First | |
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| It's Still Service That Counts | |
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| Customer Service Myths | |
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| Brand Culturalization Methodology | |
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| Every Customer Is a Guest | |
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| Break the Rules: Discover New Paradigms for Service | |
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| How About an Unconditional Guarantee? | |
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| Measuring Service Effectiveness | |
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| Brand Profile: Hampton Inn | |
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| Action Guide: Brand Culturalization | |
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| Creating Brand Advantage Leveraging and Maximizing Brand Equity | |
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| Brand Advantage Philosophy | |
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| Private Brands | |
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| The Private Label Philosophy | |
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| The Private Brand Methodology | |
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| Brand Profile: Federated Department Stores | |
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| Creating FutureBrands | |
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| FutureBrand Philosophy | |
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| The FutureBrand Methodology | |
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| Brand Alliances | |
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| Brand Alliance Philosophy | |
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| Brand Alliance Methodology | |
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| The Future for Brand Alliances | |
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| Brand Profile: Starbucks Coffee Company | |
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| Action Guide: Brand Advantage | |
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| brandstrategy.com | |
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| An Internet Philosophy for a Genuine Brand | |
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| The Methodology for Creating Genuine Brands on the Internet | |
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| Action Guide: brandstrategy.com | |
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| Brand Tools Organizing Your BrandStrategy Doctrine Process | |
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| Introduction to the Brand Tools | |
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| Test Your BrandMindset | |
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| Customer Service "Altitude" Check | |
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| Brand Advantage Evaluation | |
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| Sample Forms and Reports | |
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| Brand Doctrine Workplan--Overview | |
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| Brand Doctrine Workplan--Detail | |
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| Brand Assessment Executive Summary | |
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| Promise Research--Questionnaire | |
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| Brand Principles--Sample Questions | |
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| Leader's Culturalization Guide | |
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| Internet Brand Evaluation Matrix | |
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| The Brand Doctrine Report | |
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| Notes | |
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| Index | |