1 The history of the brand
1.1 - The brand before 1870
1.2 - The development of the manufacturer-owned brand
1.3 - The development of the distributor-owned brand
1.4 - The awareness of the value of brands
1.5 - Recent developments
2 The choice for a brand strategy
2.1 - The applicability of a brand strategy
2.2 - Possible advantages of a brand strategy
3 Analysis of the branded article
3.1 - The four building blocks of the branded article
3.2 - The hierarchy of attributes
3.3 - The relative importance of intrinsic and extrinsic attributes
4 Giving meaning to the brand
4.1 - Intended meaning of the brand
4.2 - Brand images
4.3 - Brand-added value
5 Two routes of brand development
5.1 - Criteria for the choice of a route for brand development
5.2 - The two different roles of brand name and packaging
5.3 - Instruments of brand development for the low-budget route
5.4 - Phases in the high-budget route of brand development
6 The brand name as central pivot
6.1 - Three brand-name strategies
6.2 - Considerations in the choice of a brand name
6.3 - A classification of brand names
6.4 - The brand-name development trajectory
6.5 - Changes in brand names
7 The role of design in brand development
7.1 - Design as an instrument
7.2 - Classification and effects of design
7.3 - Brand attributes in which design plays a role
7.4 - Shape and colour
7.5 - The design development trajectory
7.6 - Reasons for design change
8 The role of advertising and internet
8.1 - Advertising as an instrument in the marketing-communication mix
8.2 - Two forms of advertising execution
8.3 - The mechanism of advertising
8.4 - Operational aspects of advertising
8.5 - Brands on internet
9 Legal protection of brands
9.1 - The trademark concept
9.2 - Community Trademark registration
9.3 - Trademark infringement
9.4 - Distinguishing capacity and expiration of rights
10 From branded article to brand portfolio
10.1 - The exploitation of one brand
10.2 - Advantages of the exploitation of several brands
10.3 - Four types of brands in a brand portfolio
10.4 - Building and rationalising a brand portfolio
10.5 - International aspects
11 Capitalisation on a successful brand
11.1 - Extension strategy
11.2 - Endorsement strategy
11.3 - Extension versus endorsement strategy
12 Critical success factors in brand damage
12.1 - Brand damage: from incident to crisis
12.2 - Influence of market-, product-, and brand-related factors
12.3 - Influence of organisation- and reaction-related factors
12.4 - Possible consequences of crises
13 The value of a brand for the company
13.1 - Brand equity
13.2 - Components of brand equity
13.3 - Financial-brand valuation
Appendix 1: Price strategies and corresponding methods of pricing
Appendix 2: The Rokeach Value Survey (RVS)
Appendix 3: Criteria for various brand strategies
Appendix 4: International schedule of classes of goods and services for the registration of brands
Appendix 5: Guidelines product-recall advertisementLiterature
Author index
Brand- and company name index
Index of terms
About the authors