Preface, What is Brand, The Significance of Branding, How to brand New Products, Branding Services, The Use of Corporate Brand, Branding Industrial Products, Own Label, Developing New brand Names, Developing Logos and Packaging, Developing Corporate Identities, Managing Brands, Brand Extension, International Branding, The Legal Side of Brands, Licensing and Franchising, Valuing Brands, The Future of Branding, Bibliography, Index.

Preface, What is Brand, The Significance of Branding, How to brand New Products, Branding Services, The Use of Corporate Brand, Branding Industrial Products, Own Label, Developing New brand Names, Developing Logos and Packaging, Developing Corporate Identities, Managing Brands, Brand Extension, International Branding, The Legal Side of Brands, Licensing and Franchising, Valuing Brands, The Future of Branding, Bibliography, Index.