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Tables of Contents for The Brand Chartering Handbook
Chapter/Section Title
Page #
Page Count
Dedication
v
4
Acknowledgement
ix
Forethoughts on revolutionary times for brand owners
1
18
Overview
19
8
Chapter 1 brand Essence
27
18
Chapter 2 brand Identity System
45
26
Chapter 3 brand Heritage/Friendship
71
21
Chapter 4 brand Future News
92
8
Chapter 5 brand Other Create
100
4
Chapter 6 brand Masterbriefing
104
19
Chapter 7 brand Quality and Value
123
17
Chapter 8 brand Flow/Team Networking
140
18
Chapter 9 brand Umbrella Connections
158
12
Chapter 10 brand Other Management
170
3
Chapter 11 brand Architect
173
27
Chapter 12 brand Strategy Architect
200
40
Chapter 13 brand Organization Architect
240
32
Chapter 14 brand Drama of Leadership
272
22
Chapter 15 brand Other Direct
294
3
Chapter 16 Brand Chartering case study: glocal branding process
297
9
ThinkPieces
306
94
1 Brand Benchmarking
306
35
2 Workshop formats for Brand Chartering
341
11
3 A change list for the future marketing environment
352
3
4 Flexible companies (organizational structure for flexing change)
355
3
5 Peter Drucker's megatrends for the 1990s
358
3
6 Core Competences: belief and practice
361
4
7 Beyond departmental marketing
365
7
8 Strong views
372
3
9 BBC World Series articles on brand process
375
10
10 CEO audit of brand equity responsibilities
385
2
11 MELNET http://www.brad.ac.uk/branding/
387
13
Additional references
400
4
Indices
404