List of Tables and Figures
Foreword Keith Weed
Preface
I: BUILDING BLOCKS
The Essence of Positioning Al Ries
Creating Meaningful Brands: How Brands Evolve from Labels on Products to Icons of Meaning Mark Batey
II: FROM NICHE TO MAINSTREAM
The Power of Words and Stories John Simmons
All Together Now: The New and Vital Strategy of "Community" Douglas Atkin
What It Really Means to Be a Challenger in Today’s World Adam Morgan
Building Brand Authenticity Michael B Beverland
The Most Important Brand Question: How Does It Make Them Feel? Daryl Travis
Brands and Innovation Jean-Noel Kapferer
Branding with a Cause Kartikeya Kompella
III: BRANDING BEYOND MARKETING
Living The Brand Nicholas Ind
Employer Brand Management Richard Mosley
Global Branding: Strategy, Creativity, and Leadership Sicco van Gelder
Brand Valuation: Identifying and Measuring the Economic Value Creation of Brands Jan Lindemann
IV: TOGETHER WE STAND
Co-Branding Tom Blackett
The Guide to Co-Creation Clare Fuller and Arunima Kapoor
V: BUILDING BRANDS ON BELIEF
What Chatterjee Said: Designing Brands From The Inside Out Patrick Hanlon
Passion Brands: The Extraordinary Power of Brand Belief Helen Edwards & Derek Day
Lovemarks in the Age of Now Kevin Roberts
Index

With the growing body of knowledge on branding, there are now more facets of branding that brand custodians need to know than ever before. A unique compilation of branding experts, The Definitive Book of Branding addresses the needs of branding professionals across the world.

The book walks the reader through the different ways in which brands drive the company’s strategy, bring meaning to employees, instil passion in consumers, and maintain their appeal over time and across countries.

It does not look only at the marketing aspect of brands but also at the organizational aspects of branding, which provides a holistic approach to the subject.