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TABLE OF CONTENTS

Introduction: Why This Book?

Part I Recognize That Brands Are Assets

1. Brands are Assets that Drive Strategy

2. Brand Assets Have Real Value

Part II Have a Compelling Brand Vision

3. Create a Brand Vision

4. A Brand Personality Connects

5. The Organization and Its Higher-Purpose Differentiate

6. Get Beyond Functional Benefits

7. Create “Must Haves” Rendering Competitors Irrelevant

8. To Own an Innovation, Brand It

9. From Positioning the Brand to Framing the Subcategory

Part III Bring the Brand to Life

10. Where Do Brand-Building Ideas Come From?

11. Focus on Customer’s Sweet Spots

12. Digital—A Critical Brand-Building Tool

13. Consistency Wins

14. Internal Branding: A Key Ingredient

Part IV Maintain Relevance

15. Three Threats to Brand Relevance

16. Energize Your Brand!

Part V Manage Your Brand Portfolio

17. You Need a Brand Portfolio Strategy

18. Brand Extensions: The Good, the Bad, and the Ugly

19. Vertical Brand Extensions Have Risks and Rewards

20. Silo Organizations Inhibit Brand Building

Epilogue: Ten Branding Challenges

Endnotes

Acknowledgements

About the Author

Index