Ordered from Barnes & Noble (www.bn.com) ; 17/06/2004 ; 24.00 USD Table of Contents Part I : Introduction 1. Brand leadership : the new imperative Part II : Brand Identity 2. Brand identity : the cornerstone of brand strategy 3. Clarifying and elaborating the brand identity Part III : Brand Architecture : Achieving Clarity, Synergy and Leverage 4. The brand relationship spectrum 5. Brand architecture Part IV : Building Brands : Beyond Advertising 6. Adidas and Nike : lessons in building brands 7. Building brands : the role of sponsorship 8. Building brands : the role of the web 9. Building brands : beyond media advertising Part V : Organizing for Brand Leadership 10. Global brand leadership : not global brands.
Bibliography, etc. Note
Includes bibliographical references (pages 331-335) and index.
Formatted Contents Note
Part I. Introduction : 1. Brand leadership: the new imperative Part II. Brand identity : 2. Brand identity : the cornerstone of brand strategy 3. Clarifying and elaborating the brand identity Part III. Brand architecture: achieving clarity, synergy, and leverage : 4. The brand relationship spectrum 5. Brand architecture Part IV. Building brands: beyond advertising : 6. Adidas and Nike: lessons in building brands 7. Building brands: The role of sponsorship 8. Building brands: the role of the Web 9. Building brands: beyond media advertising Part V: Organizing for brand leadership : 10. Global brand leadership: not global brands.