Description
List of Figures, Tables, and Exhibits vii Foreword by Christopher Stone, president, Open Society Foundations ix Introduction xiii PART 1: CONTEXT, CONCEPTS, AND BUILDING BLOCKS CHAPTER 1: WHAT IS DRIVING THE PARADIGM SHIFT AND BRAND IDEA FRAMEWORK 3 CHAPTER 2: WHAT IS A BRAND ANYWAY, AND WHY SHOULD YOU MANAGE IT? 21 CHAPTER 3: WHAT YOU NEED TO KNOW: REVIEWING THE BUILDING BLOCKS OF BRAND 37 CHAPTER 4: WHY THE SKEPTICS HAVE IT WRONG: UNDERSTANDING THE ROLE AND BENEFITS OF BRAND 51 PART 2: GETTING THE BRAND IDEA CHAPTER 5: BRAND INTEGRITY 65 CHAPTER 6: BRAND DEMOCRACY 83 CHAPTER 7: BRAND AFFINITY 97 PART 3: PUTTING THE BRAND IDEA INTO ACTION CHAPTER 8: IMPLEMENTING THE BRAND IDEA: WHAT TO DO AND HOW TO DO IT 119 CHAPTER 9: THE BRAND IDEA IN SPECIFICSITUATIONS 153 CONCLUSION: YOU CAN DO IT! 171 References 179 Individuals Interviewed and Organizations Cited 189 The Authors 197 Acknowledgments 199 Index 203
