| Introduction.
Part I: Everything You Ever Wanted to Know About Branding.
Chapter 1: Branding ABCs.
Chapter 2: When and How to Brand.
Chapter 3: Heating Up Your Branding Iron.
Part II: Building a Brand, Step-by-Step.
Chapter 4: Finding a Niche You Can Fill: Researching Your Market.
Chapter 5: Filling Your Niche: Positioning Your Brand.
Chapter 6: Putting Your Brand into Words.
Chapter 7: Naming Your Brand.
Chapter 8: Designing Your Logo and Tagline.
Part III: Launching Your New Brand.
Chapter 9: Countdown to Takeoff: Planning Your Brand Launch.
Chapter 10: Getting the Word Out with Public Relations.
Chapter 11: Advertising and Promoting Your Brand.
Chapter 12: Sending Your Brand into Cyberspace.
Part IV: The Care and Feeding of Your Brand.
Chapter 13: Suiting Up a Team of Brand Champions.
Chapter 14: Getting Customers to Pledge Allegiance to Your Brand.
Chapter 15: Valuing Your Brand.
Chapter 16: Leveraging Brand Value with Brand Extensions and Licensing.
Chapter 17: Revitalizing Your Brand.
Part V: Protecting Your Brand.
Chapter 18: Defending Your Brand.
Chapter 19: Taking Action When Bad Things Happen to Good Brands.
Part VI: The Part of Tens.
Chapter 20: Ten Truths about Branding.
Chapter 21: Ten Branding Mistakes and How to Avoid Them.
Chapter 22: Ten Traits of the World’s Most Valuable Brands.
Appendix: Resources for Brand Managers.
Index.
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