Foreword by Philip Kotler.
Preface (Alice M. Tybout and Tim Calkins).
Introduction: The Challenge of Branding (Tim Calkins).
Section I: Key Branding Concepts.
Chapter 1: Brand Positioning (Alice M. Tybout and Brian Sternthal).
Chapter 2: Designing Brands (Bobby J. Calder).
Chapter 3: Brand Meaning (John F. Sherry, Jr.).
Section II: Strategies for Building and Leveraging Brands.
Chapter 4: Competitive Brand Strategies (Gregory S. Carpenter and Kent Nakamoto).
Chapter 5: Brand Extensions (Bridgette M. Braig and Alice M.Tybout).
Chapter 6: Brand Portfolio Strategy (Tim Calkins).
Section III: From Strategy to Implementation.
Chapter 7: Building Brands through Effective Advertising (Brian Sternthal and Angela Y. Lee).
Chapter 8: Relationship Branding and CRM (Edward C. Malthouse and Bobby J. Calder).
Chapter 9: Brand Strategy for Business Markets (James C. Anderson and Gregory S. Carpenter).
Chapter 10: Services Branding (Amy L. Ostrum, Dawn Iacobucci, and Felicia N. Morgan).
Chapter 11: Branding in Technology Markets (Mohanbir Sawhney).
Chapter 12: Building a Brand-Driven Organization (Scott Davis).
Chapter 13: Measuring Brand Value (Don E. Schultz and Heidi F. Schultz).
Section IV: Branding Insights from Senior Managers.
Chapter 14: Using Positioning to Build a Megabrand (Mark R. Goldston, Chairman,CEO, and President, United Online).
Chapter 15: Marketing Leverage in the Frame of Reference (Mark Shapiro, Principal, New England Consulting Group).
Chapter 16: Finding the Right Brand Name (Carol L. Bernick, Chairman, Alberto-Culver Company).
Chapter 17: Building Global Brands (Betsy Holden, President, Global Marketing and Category Development, Kraft Foods).
Chapter 18: Branding and Organizational Culture (Gary A. Mecklenburg, President and CEO, Northwestern Memorial HealthCare).
Chapter 19: Branding and the Organization (E. David Coolidge III, Vice Chairman, William Blair & Company).
Chapter 20: Internal Branding (Ed Buckley, Vice President, UPS; Matt Williams, Senior Vice President, Martin Agency).