Introduction to brand management: The importance of brands
Understanding the language of branding
The brand management process : an overview
Understanding the consumer
Understanding the competition
Brand identity standards and systems
Building the brand: Driving the consumer from brand awareness to brand insistence
Non-traditional marketing approaches that work
Brand building on the Internet
Developing a brand building organization - Integrated brand marketing
Creating the total brand experience
Leveraging the brand: Brand extension
Brand metrics: Brand research
Other brand management considerations: How organization age and size affect brand management issues
Legal issues in brand management
Brand managmenet, a summary:
Twenty keys to success in brand building : a summary
Appendix b: Brand management and marketing resources
Appendix C: Brand management quiz.
