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Tables of Contents for Brand Leadership
Chapter/Section Title
Page #
Page Count
Preface
ix
Part I: Introduction
1
30
Brand Leadership---The New Imperative
3
28
Brand Management---The Classic Model
3
4
Brand Leadership---The New Imperative
7
7
Brand Building Pays Off
14
11
Brand Leadership Tasks
25
3
The Plan of This Book
28
3
Part II: Brand Identity
31
64
Brand Identity---The Cornesrstone of Brand Strategy
33
32
The Story of Virgin Atlantic Airways
33
7
The Brand Identity Planning Model
40
10
On Developing A Brand Identity System---Avoiding Common Mistakes
50
15
Clarifying and Elaborating the Brand Identity
65
30
Defining Leadership
66
2
Defining Brand Personality---The L. L. Bean Story
68
3
Identity Elaboration Exercises
71
1
Identity-Supporting Program Audit
72
4
Identity Role Model Identification
76
6
Visual Metaphor Development
82
2
Brand Identity Prioritization
84
5
Presenting The Elaborated Identity
89
4
The Brand Identity Revisited
93
2
Part III: Brand Architecture: Achieving Clarity, Synergy, And Leverage
95
68
The Brand Relationship Spectrum
97
32
The GE Appliance Story
97
3
The Marriott Story
100
2
Designing The Architecture---Endorsers and Subbrands
102
2
Linking Brands---The Brand Relationship Spectrum
104
2
A House Of Brands
106
4
Endorsed Brands
110
5
Subbrands
115
3
A Branded House
118
2
Selecting the Right Position in the Brand Relationship Spectrum
120
9
Brand Architecture
129
34
The Polo Ralph Lauren Story
129
4
Market Complexity, Brand Confusion, and Brand Architecture
133
1
What Is Brand Architecture?
134
19
Extending the Range of a Brand
153
3
The Brand Architecture Audit
156
7
Part IV: Building Brands: Beyond Advertising
163
138
Adidas and Nike---Lessons in Building Brands
165
32
Adidas---The Growth Period
166
3
The Nike Story
169
14
Good Morning, Adidas
183
3
Creating a Brand-Building Focus Around the Adidas Brand Identity
186
8
The Lessons
194
3
Building Brands---The Role of Sponsorship
197
31
The MasterCard World Cup Sponsorship Story
197
6
How Sponsorship Builds Brands
203
15
What Can Go Wrong
218
4
The Seven Keys of Effective Sponsorships
222
6
Building Brands---The Role of the Web
228
32
Unique Characteristics of the Web
232
5
Brand Building on the Web
237
4
Brand-Building Web Sites
241
10
Advertising and Sponsored Content
251
9
Building Brands---Beyond Media Advertising
260
41
The Brand-Building Task
262
10
Building Brands---Some Role Models from Europe
272
20
Brand Building Without Advertising---Some Guidelines
292
9
Part V: Organizing For Brand Leadership
301
30
Global Brand Leadership---Not Global Brands
303
28
McDonald's in Europe
303
3
Global Brands
306
2
Global Brand Leadership, Not Global Brands
308
2
Sharing Insights and Best Practices
310
4
A Common Global Brand Planning Process
314
5
Assigning Responsibility to Create Cross-Country Synergy
319
7
A System to Deliver Brand-Building Brilliance
326
3
Toward a Global Brand
329
2
Endnotes
331
6
Index
337
14
About the Authors
351