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| Preface | |
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| What is a Strong Brand? | |
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| The Kodak Story | |
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| What Is Brand Equity? | |
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| Brand Awareness | |
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| Perceived Quality | |
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| Brand Loyalty | |
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| Brand Associations | |
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| Objectives of the Book | |
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| Building Strong Brands Why Is It Hard? | |
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| The Saturn Story | |
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| Saturn -- A Strong Brand? | |
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| How Saturn Built a Brand | |
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| Challenges Facing Saturn and General Motors | |
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| The Brand Identity System | |
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| What Is Brand Identity? | |
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| Brand Identity Traps | |
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| Four Brand Identity Perspectives | |
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| The Identity Structure | |
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| Providing a Value Proposition | |
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| Providing Credibility | |
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| The Bottom Line: A Brand-Customer Relationship | |
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| Working with Multiple Brand Identities | |
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| Organizational Associations | |
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| The Body Shop Story | |
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| The Story of Branding in Japan | |
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| The Brand as Organization | |
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| Organizational Associations | |
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| How Organizational Associations Work | |
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| Brand Personality | |
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| The Harley-Davidson Story | |
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| Measuring Brand Personality | |
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| How a Brand Personality is Created | |
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| Why Use Brand Personality? | |
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| The Self-Expression Model | |
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| The Relationship Basis Model | |
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| The Functional Benefit Representation Model | |
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| Brand Personality versus User Imagery | |
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| Brand Personality as a Sustainable Advantage | |
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| Identity Implementation | |
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| The Brand Position | |
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| Achieving Brilliance in ExecutionTracking | |
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| A Strategic Brand Analysis | |
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| The Power of Brand Identity and Position | |
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| Brand Strategies Over Time | |
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| The General Electric Story | |
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| The Smirnoff Story | |
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| Why Change Identities, Positions or Executions? | |
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| Why Consistency (If Done Well) is Better | |
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| Consistency Over Time: Why Is It Hard? | |
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| The Search for the Fountain of Youth | |
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| Managing Brand Systems | |
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| Toward a System of Brands | |
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| Driver Roles | |
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| The Endorser Role | |
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| Strategic Brands | |
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| Subbrand Roles | |
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| Branding Benefits | |
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| Silver Bullets | |
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| How Many Brands? | |
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| Leveraging the Brand | |
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| The Healthy Choice Story | |
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| The Kingsford Charcoal Story | |
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| Line Extensions | |
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| Moving the Brand Down | |
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| Moving a Brand UpBrand Extension Decisions | |
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| Creating Range Brands | |
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| Co-Branding | |
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| The Brand Systems Audit | |
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| Measuring Brand Equity Across Products & Markets | |
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| Young & Rubicam's Brand-Asset Valuator | |
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| Total Research's EquiTrend | |
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| Interbrand's Top Brands | |
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| Why Measure Brand Equity Across Products and Markets? | |
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| The Brand Equity TenLoyalty Measures | |
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| Perceived Quality and Leadership Measures | |
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| Associations/Differentiation Measures | |
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| Awareness Measures | |
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| Market Behavior Measures | |
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| Toward a Single Value of Brand Equity | |
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| Adapting the Measures to a Brand's Context | |
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| Organizing for Brand Building | |
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| Brand-Building Imperatives | |
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| Adapting the Organization for Brand Building | |
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| The Role of the Agency | |
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| A Parting Word | |
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| Notes | |
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| Index | |
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| About the Author | |