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Tables of Contents for If You're So Brilliant ...How Come Your Brand Isn't Working Hard Enough?
Chapter/Section Title
Page #
Page Count
Series Editor's foreword
ix
Preface
xi
Part I Defining the brand - its purpose and its benefits
1
70
Where brands came from and why that matters
3
6
From birth...to death?
3
3
And into our own era...
6
3
The brand as an emotional charge
9
20
Types of emotional charge - a model for discussing brands
10
7
Finding your level
17
6
The virtuous circle
23
2
Brand evolution and brand definition
25
4
The brand as a personality
29
6
Who is your brand?
31
4
The brand as a mark of loyalty
35
8
Customer expectations and loyalty
36
7
The brand as evidence of your unique competitive advantage
43
4
Brands need to be more than surface fluff'
45
2
The rise and rise of the retail brand
47
8
The multifaceted brand
50
5
The B2B and service brand - branding is not just for FMCG
55
10
Valuing the brand - not just for the accountants
65
6
Branding and profitability
68
3
Part II Brand management - the strategy
71
62
Business strategy - the brand in context
73
10
Growth, branding and risk management - the brand halo
74
4
Branding and value drivers - defining the brand
78
5
Segmentation - a source of competitive advantage
83
8
Novel segmentation
87
2
Micro-segmentation - anti-segmentation?
89
2
Brand positioning - securing a place in the customer's mind
91
20
The process
93
11
A vital choice - brands and expectations
104
1
Repositioning
105
6
Brand extension - beyond wrinkle cream
111
6
The product life cycle
111
1
Brand augmentation
112
1
Brand extension
113
4
Brand architecture - putting it all together
117
16
The need for a variety of architectures
118
2
Product brands
120
1
Sub-brands and marks
121
1
Validated identity brands
122
1
Corporate brands
123
5
Global or local brands?
128
5
Part III Brand management - the implementation
133
42
Building positive associations - the moments of truth
135
14
What's in a name?
136
4
Logos and slogans
140
2
Packaging - the Cinderella of branding
142
2
Customer relationships
144
2
Inventing new interactions and associations
146
3
Advertising - not the whole story
149
14
Why advertise?
150
3
The problems with advertising...
153
3
Right media, right execution
156
3
Beyond advertising
159
1
Budgets - does it all come down to money?
159
4
Briefing the agency - making sure it works for you
163
4
The brand health check
167
4
Next steps...
171
4
Market segmentation
171
1
The Branding Performance Map
172
1
Training and consultancy
172
1
Further reading
173
2
Index
175