Section I: Brand strategy. Selecting the brand architecture to match your strategy / Jean-Noël Kapferer ; A strategic approach to grow profits : defining, measuring, and maximizing customer value / V. Kumar and Bharath Rajan ; Branding in retail / Lluis Martinez-Ribes
Section II: Brand building. Brand identity : brand naming process and brand linguistics in the international context / Bernd Schmitt and Shi Zhang ; The six-station model of corporate identity : developing and assessing the model / Jean Yannis Suvatjis and Leslie de Chernatony ; Brand development processes and planning / Kevin Lane Keller ; Managing the brand experience / Bernd Schmitt ; Rethinking brand development in an interactive marketplace / Don E. Schultz ; Luxury brands / Vanessa M. Patrick and Henrik Hagtvedt ; The dynamics of brand trust / Gregory M. Thomas
Section III: Leveraging brands. Branding and emerging markets / Martin Roll ; Opportunities and risks in co-branding and licensing / Jeffrey Parkhurst ; Brand revitalization / Kevin Lane Keller ; Brand identity strategy for mergers and acquisitions / Srinivas Reddy and Anupam Jaju
Section IV: Brand performance management. The great debate : managing brands versus managing customers / Werner Reinartz ; Brand imperative : protecting your most valuable assets / Jeffery Andrien, Paul Benoit, and Philip C. Zerrillo ; Hidden value of brands : brands in mergers and acquisitions / S. Cem Bahadir ; Role of brands in managing innovation / Rajendra Srivastava.
