Managing Brands Information Center: Table of Contents


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Managing Brands: A Contemporary Perspective

Sylvie Laforet, University of Sheffield Management School, UK.

Introduction
Part One Strategic Implications of Branding
Chapter 1 Introduction to Contemporary Brand Management
Chapter 2 Brand Equity and Brand Valuation
Chapter 3 Brand Building and Business Building
Chapter 4 Brands as Strategic Assets– Moving Up the Corporate Agenda

Part Two Managing Brands - Creating and Sustaining Brand Equity
Chapter 5 Brand Identity and Positioning
Chapter 6 Brand Architecture
Chapter 7 Brand Extension
Chapter 8 Managing Brands Across the Life Cycle
Chapter 9 Building Brand and Corporate Reputation

Part Three The New Business Environment
Chapter 10 The New Competitive Environment and Branding
Chapter 11 Retail Brands vs. Manufacturer Brands
Chapter 12 Packaging Design and Branding for the Consumer
Chapter 13 Country of Origin Branding

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