| Preface: The new realities of branding | |
| Pt. 1 | A new contract for the brands of the future | 1 |
| 1 | Convergence of brand cultures | 3 |
| 2 | Unveiling the company behind the brand | 9 |
| 3 | From risk to desire: what functions for what brands? | 21 |
| 4 | The product and the brand, revisited | 31 |
| 5 | To brand or not to brand? | 41 |
| 6 | The end of local brands? | 48 |
| 7 | The age of efficiency | 59 |
| 8 | What fast-moving means for consumer goods | 67 |
| 9 | The Internet challenges | 73 |
| Pt. 2 | Brand practices in question | 87 |
| 10 | The tendency towards decapitalization | 89 |
| 11 | So where is your brand strong? | 96 |
| 12 | Unveil all your values! | 100 |
| 13 | Aim for the critical size | 104 |
| 14 | Brand image does not equal brand usage | 112 |
| 15 | Rebuilding the lost relationship | 122 |
| 16 | Energize the value chain of your brand | 132 |
| 17 | A new perspective on the brand portfolio | 144 |
| 18 | The realities of brand extension | 154 |
| 19 | Brands and the time challenge | 168 |
| Pt. 3 | The actuality of brands | 183 |
| 20 | Orangina: good value at one billion dollars? | 185 |
| 21 | The future of Virgin Pulp | 187 |
| 22 | Coca-Cola or Micro-Soft Drink? | 189 |
| 23 | The distributor at the heart of the organization? | 191 |
| 24 | The impact of the euro: 'squashed' prices | 193 |
| 25 | Restoring consumer confidence | 195 |
| 26 | The Stock Exchange online: from company to brand | 198 |
| 27 | Luxury brands on the Internet | 201 |
| 28 | From Disneyland to Amazon.com: the harsh laws of economics! | 204 |
| 29 | Is there room on the Internet for a 'brilliant challenger'? | 207 |
| 30 | The rise of licensing: when brands come before products | 210 |
| 31 | The radicalization of design | 217 |
| Conclusion: breaking free of the herd mentality | 221 |
| References | 225 |
| Index | 227 |
Format: Paperback, 199 pages
