1Chapter 1 Introduction to Branding
496.4 Starbucks : 6.4.1 How did the Brand Starbucks become successful?
21.1 What is branding?
506.5 How are muscle brands built?
31.2 The benefits of branding
516.6 Summary
41.3 The process of branding
526.7 Exercise
51.4 Elements of branding
53References
61.5 Branding case study
547.1 Pepsi: 7.1.1 How did Brand Pepsi become successful?
71.6 Branding as an identity
557.2 Duracell: 7.2.1 How did Brand Duracell become successful?
81.7 Summary
567.3 Heineken: 7.3.1 How did Brand Heineken become successful?
91.8 Exercise
577.4 Danone : 7.4.1 How did Brand Danone become successful?
10References
587.5 How are distinction brands built?
11Chapter 2 Innovation brands
597.6 Summary
122.1 Adidas: 2.1.1 How did the Brand Adidas become successful?
607.7 Exercise
132.2 Sony: 2.2.1 How did the Brand Sony become successful?
61References
142.3 Xerox: 2.3.1 How did the Brand Xerox become successful?
628.1 Rolex: 8.1.1 How did the Brand Rolex become successful?
152.4 How are Innovation brands built?
638.2 Louis Vuitton: 8.2.1 How did the Brand LV become successful?
162.5 Summary
648.3 Burberry: 8.3.1 How did Brand Burberry become successful?
172.6 Exercise
658.4 Tiffany & Co: 8.4.1 How did the Brand Tiffany become successful?
18References
668.5 How to build Status brands?
19Chapter 3 Pioneer Brands
678.6 Summary
203.1 Heinz: 3.1.1 How did the Brand Heinz become successful?
688.7 Exercise
213.2 Kellogg’s: 3.2.1 How did the Brand Kellogg’s become successful?
69References
223.3 Gillette: 3.3.1 How did the Brand Gillette become successful?
70Chapter 9 Responsibility brands
233.4 Colgate : 3.4.1 How did the Brand Colgate become successful?
719.1 Johnson & Johnson: 9.1.1 How did the Brand Johnson & Johnson become successful?
243.5 How are Pioneer brands built?
729.2 Ben & Jerry’s : 9.2.1 How did the Brand Johnson & Johnson become successful?
253.6 Summary
739.3 MAC: 9.3.1 How did the Brand MAC become successful?
263.7 Exercise
749.4 HP: 9.4.1 How did the Brand Hewlett- Packard become successful?
27References
759.5 How to build Responsibility brands?
284.1 MTV: 4.1.1 How did the Brand MTV become successful?
769.6 Summary
294.2 Harry Potter: 4.2.1 How did the Brand Harry Potter become successful?
779.7 Exercise
304.3 Barbie: 4.3.1 How did Brand Barbie become successful?
78References
314.4 Disney: 4.4.1 How did Brand Disney become successful?
7910.1 Apple: 10.1.1 How did the Brand Apple become successful?
324.5 How are Distraction brands built?
8010.2 Harley-Davidson: 10.2.1 How did the Brand Harley- Davidson become successful?
334.6 Summary
8110.3 Jack Daniel’s: 10.3.1 How did the Brand Jack Daniel’s become successful?
344.7 Exercise
8210.4 Amazon: 10.4.1 How did the Brand Amazon become successful?
35References
8310.5 How to build Emotion brands?
36Chapter 4 Streamlined brands
8410.6 Summary
375.1 Cosmopolitan: 5.1.1 How did the Brand Cosmopolitan become successful?
8510.7 Exercise
385.2 Nokia : 5.2.1 How did the Brand Nokia become successful?
86References
395.3 Toys ‘R’ Us: 5.3.1 How did the Brand Toys ‘R’ Us become successful?
8711.1 Coca cola: 11.1.1 How did the Brand Coca cola become successful?
405.4 Subway: 5.4.1 How did the Brand Subway become successful?
8811.2 Domino’s Pizza: 11.2.1 How did the Brand Domino’s Pizza become successful?
415.5 How are Streamlined brands built?
8911.3 Dell: 11.3.1 How did the Brand Dell become successful?
425.6 Summary
9011.4 FedEx: 11.4.1 How did the Brand FedEx become successful?
435.7 Exercise
9111.5 How to build Emotion brands?
44 References
9211.6 Summary
45Chapter 6 Muscle brands
9311.7 Exercise
466.1 IBM : 6.1.1 How did the Brand IBM become successful?
94References
476.2 Wal-Mart: 6.2.1 How did the Brand Wal-Mart become successful?
95Glossary
486.3 McDonald’s: 6.3.1 How did the Brand McDonald’s become successful?
