"Online brand management and advertising resources": p. [291]-298.

Includes bibliographical references and index.

Introduction to brand management: The importance of brands -- Understanding the language of branding -- The brand management process : an overview -- Understanding the consumer -- Understanding the competition -- Brand design -- Brand identity standards and systems -- Building the brand: Driving the consumer from brand awareness to brand insistence -- Brand advertising -- Non-traditional marketing approaches that work -- Brand building on the Internet -- Developing a brand building organization - Integrated brand marketing -- Creating the total brand experience -- Leveraging the brand: Brand extension -- Global branding -- Brand metrics: Brand research -- Brand equity measurement -- Other brand management considerations: How organization age and size affect brand management issues -- Legal issues in brand management -- Brand managmenet, a summary: -- Common brand problems -- Twenty keys to success in brand building : a summary -- Appendix A: Brand audits -- Appendix b: Brand management and marketing resources -- Appendix C: Brand management quiz.