Brands and Branding, 2nd Edition

The authors.
Preface (Patrick Barwise).  

Part 1.  The case for brands.

1 Introduction (Rita Clifton).
2 What is a brand? (Tom Blackett).
3 The financial value of brands (Jan Lindemann).
4 The social value of brands (Giles Gibbons).
5 What makes brands great (Jez Frampton).  

Part 2.  Best practice in branding.

6 Brand strategy (Iain Ellwood).
7 Brand experience (Shaun Smith).
8 Visual and verbal identity (Tony Allen and John Simmons).
9 Brand communications (Paul Feldwick).
10 The public relations perspective on branding (Deborah Bowker).
11 Brand protection (Allan Poulter).  

Part 3.  The future for brands.

12 Globalisation and brands (Sameena Ahmad).
13 Branding in Asia (Jonathan Chajet).
14 From elephant to tiger: brands and branding in India (Max Raison).
15 Branding places and nations (Simon Anholt).
16 Brand 2.0: brands in a digital world (Andy Hobsbawm).
17 An alternative perspective on brands: markets and morals (Deborah Doane).
18 The future of brands (Rita Clifton).  

Index.