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| Preface | |
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| Introduction | |
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| Brand Leadership | |
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| The New Imperative Brand Management | |
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| The Classic Model | |
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| Brand Leadership | |
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| The New Imperative | |
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| Brand Building Pays Off | |
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| Brand Leadership Tasks | |
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| The Plan of This Book | |
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| Brand Identity | |
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| Brand Identity | |
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| The Cornerstone of Brand Strategy The Story of Virgin Atlantic Airways | |
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| The Brand Identity Planning Model | |
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| On Developing a Brand Identity System | |
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| Avoiding Common Mistakes | |
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| Clarifying and Elaborating the Brand Identity Defining Leadership | |
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| Defining Brand Personality | |
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| The L.L. Bean Story | |
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| Identity Elaboration Exercises | |
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| Identity-Supporting Program Audit | |
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| Identity Role Model Identification | |
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| Visual Metaphor Development | |
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| Brand Identity Prioritization | |
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| Presenting the Elaborated Identity | |
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| The Brand Identity Revisited | |
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| Brand Architecture: Achieving Clarity, Synergy, and Leverage | |
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| The Brand Relationship Spectrum The GE Appliance Story | |
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| The Marriott Story | |
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| Designing the Architecture | |
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| Endorsers and Subbrands | |
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| Linking Brands | |
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| The Brand Relationship | |
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| Spectrum | |
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| A House of Brands | |
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| Endorsed Brands | |
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| Subbrands | |
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| A Branded House | |
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| Selecting the Right Position in the Brand Relationship Spectrum | |
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| Brand Architecture The Polo Ralph Lauren Story | |
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| Market Complexity, Brand Confusion, and Brand Architecture | |
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| What Is Brand Architecture? | |
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| Extending the Range of a Brand | |
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| The Brand Architecture Audit | |
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| Building Brands: Beyond Advertising | |
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| Adidas and Nike | |
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| Lessons in Building Brands Adidas | |
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| The Growth Period | |
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| The Nike Story | |
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| Good Morning, Adidas | |
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| Creating a Brand-Building Focus Around the Adidas Brand Identity | |
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| The Lessons | |
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| Building Brands | |
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| The Role of Sponsorship The Master | |
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| Card World Cup Sponsorship Story | |
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| How Sponsorship Builds Brands | |
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| What Can Go Wrong | |
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| The Seven Keys of Effective Sponsorships | |
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| Building Brands | |
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| The Role of the Web Unique Characteristics of the Web | |
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| Brand Building on the Web | |
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| Brand-Building Web Sites | |
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| Advertising and Sponsored Content | |
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| Building Brands | |
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| Beyond Media Advertising The Brand-Building Task | |
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| Building Brands | |
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| Some Role Models from Europe | |
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| Brand Building Without Advertising | |
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| Some Guidelines | |
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| Organizing for Brand Leadership | |
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| Global Brand Leadership | |
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| Not Global Brands McDonald's in Europe | |
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| Global Brands | |
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| Global Brand Leadership, Not Global Brands | |
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| Sharing Insights and Best Practices | |
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| A Common Global Brand Planning Process | |
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| Assigning Responsibility to Create Cross-Country | |
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| Synergy | |
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| A System to Deliver Brand-Building Brilliance | |
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| Toward a Global Brand | |
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| Endnotes | |
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| Index | |
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| About the Authors | |