TABLE OF CONTENTS

Part 1: Introduction
1: Brand Leadership-The New Imperative

Part 2: Brand Identity
2: Brand Identity-The Cornerstone Of Brand Strategy
3: Clarifying And Elaborating The Brand Identity

Part 3: Brand Architecture: Achieving Clarity, Synergy, And Leverage
4: The Brand Relationship Spectrum
5: Brand Architecture

Part 4: Building Brands: Beyond Advertising
6: Adidas And Nike-Lessons In Building Brands
7: Building Brands-The Role Of Sponsorship
8: Building Brands-The Role Of The Web
9: Building Brands-Beyond Media Advertising

Part 5: Organizing For Brand Leadership
10: Global Brand Leadership-Not Global Brands

Endnotes
Index