Acknowledgments ............................................... vii
Introduction ................................................... ix
Part I. The Nature of Brands
1 The Brand as a System ........................................ 3
2 Branding in Context ......................................... 24
Part II. Brand Strategy Development: The Company Perspective
3 Brand Strategy Development .................................. 45
4 The Nature of Brands and Brand Functions .................... 67
5 Brand Core Concept .......................................... 88
6 Brand Identity ............................................. 108
7 Strategic Brand Segmentation ............................... 123
Part III. Brand Strategy Meets Brand Perception
8 Brand Differentiation and Positioning ...................... 163
9 Brands and Consumer Needs and Values ....................... 196
10 Brand Personality .......................................... 228
11 Brand Meaning and Brand Physique ........................... 259
12 Brand Relationships and Reputation ......................... 294
Part IV. Brand Equity: Expansion and Integration
13 Brand Strength and Brand Saliency .......................... 339
14 Brand Span and Brand Extension ............................. 378
15 Brand Portfolio and Brand Architecture ..................... 397
16 Consumer Brand Equity ...................................... 424
17 Market Brand Equity ........................................ 458
18 Brand Valuation ............................................ 488
19 Gesamtkunstwert. The Art of Brand Integration .............. 505
References .................................................... 529
Index ......................................................... 555
About the Authors ............................................. 575
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