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| Acknowledgments | |
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| Preface | |
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| Introduction | |
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| The Changing Roles of Brand Management | |
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| Thung Kula Farm: From Commodity Product to Premium Brand | |
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| Building a Brand Strategy | |
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| Hallmark Inc.: The Business of the Hallmark Brand-A Paradigm Shift in Thinking | |
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| Unilever Malaysia: Romancing the Customer | |
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| Land Rover: Turning Rational Attributes into an Emotional Brand Personality | |
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| Absolut Vodka: A Brand Built on a Powerful Personality | |
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| Apple: Creating Appeal, Desire, and Trust | |
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| Zara: For Fast Fashion Fans | |
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| Samsung: Speed, Innovation, and More Choice for Customers | |
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| Positioning and Brand Management | |
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| Innocent Drinks: Ethics and Social Responsibility Can Mix with Fun | |
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| Nike: Multi-Positioning Strategies | |
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| LG Electronics (LG): "Life's Good" | |
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| Haier: Positioning an Asian Brand in a Sophisticated Western Market: Those Who Dare Wins? | |
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| Brand Architecture | |
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| Raffles International: Master Branding Endorsement | |
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| Sony and Ericsson: A Winning Partnership? | |
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| Marriott International Inc.: Acquisitions and the Problem of Brand Fit | |
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| Carrefour SA (France) Versus Ahold NV (Holland): Mergers and Acquisitions-Global versus Product Naming | |
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| M�et Hennessy Louis Vuitton Group (LVMH): The House of Luxury Brands | |
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| Three Great Dilemmas: Brand Stretch, Brand Revitalization, and Brand Deletion | |
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| Caterpillar INC.: An Example of Successful Brand Extension | |
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| Wrigley: Gum Does Stretch! | |
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| Tar Diet Soda: The Customer Lifeline | |
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| Mazda: The Revitalization of a Brand | |
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| Oldsmobile: The Final Parking Lot | |
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| Total Communications for Brand Management | |
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| Hello Kitty: Damage Limitation: Quick Response | |
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| McDonald's: Damage Limitation: Slow Response | |
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| Singapore Airlines: Thrust into Disaster-PR in Action | |
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| Malaysia Airlines: Analysis of Advertising Copy for Perceived Brand Personality | |
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| Chivas Regal: "Live with Chivalry" | |
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| Procter & Gamble: Cross-Cultural Insights Shape Brand Communications | |
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| Relationship Management, Relationship Brands, and the New Digital World | |
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| MTV: Will Internet Kill the Video Star? | |
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| Facebook: See You There! | |
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| Myspace: A Site That Needs to Reinvent Itself | |
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| Twitter: A Simple Idea Really Soars | |
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| Building Brand Obama: Using Online and Offline Strategies | |
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| Google: "Never Settle for the Best" | |
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| "Long Live the Brand!": Creating a Brand Culture | |
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| The Virgin Group: Let's Have Some Fun! | |
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| Intel Corporation: Training for Maximum Brand Performance | |
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| Philips: Brand Philosophy: Making Brand Guardianship Happen | |
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| Opus International Group PLC: Branding Means Commitment and Total Change | |
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| ACER: Model of Brand Anatomy and Management | |
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| Measuring Brand Success: Market Research and Brand Valuation | |
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| LLOYDS TSB: Tagging Customers for Increased Profitability and Satisfaction | |
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| DIAGEO: Performance Tracking | |
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| Conclusion | |
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| Appendix: Your Brand Management Toolkit | |
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| Index | |