1.1 What brands mean for consumers and companies.

1.2 The Secret of Strong Brands.

1.3 McKinsey BrandMatics.

2. Measuring Brands.

2.1 The Brand Relevance Tachometer: Assessing the Relative Importance of Brands.

2.2 Market Segmentation: Identifying and Selecting the Right Target Groups.

2.3 The Brand Diamond: Developing a Precise Understanding of Brand Image.

2.4 The Brand Purchase Funnel: Measuring and Quantifying Brand Performance.

3. Making Brands.

3.1 Brand Driver Analysis: Deriving Strategic Brand Direction and Initiatives for Growth.

3.2 Pathways Analysis: Defining and Synthesizing the Brand Promise and Putting it into Operation.

3.3 Brand Portfolio Management: Coordinating Multi-Brand Strategies Systematically.

3.4 The Brand Personality Gameboard: Enriching Brands with the Right Emotions.

Interview with Prof. Dr.-Ing. Wolfgang Reitzle (Consistency takes absolute priority).

4. Managing Brands.

4.1 Marketing RoI: Quest for the Holy Grail.

4.2 The Brand Cockpit: Collecting and Using Data Systematically and Effectively.

4.3 Brand Delivery: How to Bring the Brand Promise to Life across all Customer Touch Points.

4.4 The Brand Organization: Systems and Requirements.

4.5 Involving External Service Providers: True Partnerships that Lead to Joint Success.

Interview with Chris Burggraeve: (New Models and Measurements to Stay the Number One Global Brand in the Digital Age).

5. Power Brands: Ten Perspectives.

Table of illustrations.

Selected bibliography.

Companies and products.

About the illustrations.

About the authors.