Includes bibliographical references and index.

Machine generated contents note: Is branding important?
The challenges for marketers
The conventional perspective of brands and branding
The foundations of branding
Product branding within categories
Service and customer experience branding
Corporate branding
Differing branding challenges of B2C and B2B markets
The need for a different perspective
Branding and brands contribute to corporate strategy
Brands build communities; they need to be strong
Product and service brands are not divorced from the influence of corporate brands
Corporate brands form bonds with, and influence, not just customers but other stakeholders
Individual product and service brands are not separate entities; collectively they form brand portfolios and influence each other
Brands do not develop themselves, they need effective and efficient marketing communications
The brand transformation model - the structure of the book
Contents note continued: Chapter 2: The strategic influence of branding
Chapter 3: Branding and firm performance, the role and influence of brand value and brand equity
Chapter 4: Managing brand complexity, understanding branding structures
Chapter 5: Managing corporate brands, an identity perspective
Chapter 6: Managing brand portfolio performance
Chapter 7: Managing brand communications
Chapter 8: Brand transformation - strategic issues and options
Chapter 9: Brand transformation - strategy selection and implementation
How to use the brand transformation model
Analysis
Options development
Options selection, the brand transformation strategy and plan
The management challenge
Branding's influence on a firm's competitive and industry position?
Corporate branding - a powerful deterrent
Product and service branding - increasing a firm's influence on customers
Symbolic brand meaning - increasing relevance and loyalty
Contents note continued: Strong brand community - influencing wider stakeholders
Brand evaluation: strong brands increase a firm's competitiveness in their industry
Branding as a strategic capability
Brand evaluation: branding as a strategic capability
Branding's role in communicating the firm's expectations and purposes
Brand evaluation: branding's role in communicating the organisation's expectations and purposes
Branding's contribution to business unit strategy
Business unit strategies
Different strategies: the implications for branding
Brand evaluation: branding's contribution to business unit strategy
Branding's influence upon product/​market decisions
Brand conditions that influence product/​market decisions
Brand evaluation: branding's influence on product market decisions
The position of the firm - branding's strategic influence
Low current brand capability and low strategic influence
Contents note continued: Low current brand capability and high strategic influence
High current brand capability and low strategic influence
High current brand capability and high strategic influence
Branding's strategic influence - potential immediate actions
The terminology surrounding brand "value" and the brand "value" debate
Brand value and its influence upon firm performance
Brand equity: what is it and how to measure it?
Brand evaluation: brand equity
The influence of brand equity on firm performance
Other factors that complement brand equity in influencing a firm's performance
Brand evaluation: brand equity and firm performance
The position of the firm - the role and influence of brand value and brand equity
Low brand strength and low appropriateness of brand image
Low brand strength and high appropriateness of brand image
High brand strength and low appropriateness of brand image
Contents note continued: High brand strength and high appropriateness of brand image
Brand value and brand equity - potential immediate action
Corporate branding structures
The implications of changing the configuration of a corporate brand
Product and service brands - the branding of product and service portfolios
Brand evaluation: product and service branding structures
The role of product and service brands in consumer decision making
Own labels
Importance of brand equity
Brand structures
Brand extensions
Brand evaluation: the role of product and service brands in consumer decision making
Are service and product brands fundamentally different - what are the implications for service branding structures?
Brand evaluation: services branding structures
The position of the firm - the role and influence of branding structures
Low branding structure fit and low category leadership
Contents note continued: Low branding structure fit and high category leadership
High branding structure fit and low category leadership
High branding structure fit and high category leadership
Managing brand complexity - potential immediate action
Why is a corporate brand different from a product or service brand (corporate visual identity)?
Brand evaluation: scope of corporate branding's influence
How does a corporate brand fit into the environment that surrounds it (corporate identity)?
From what differing perspectives do stakeholders consider a firm's corporate brand (corporate image and corporate reputation)?
Brand evaluation: corporate identity
How do stakeholders affiliate with a community and organisation (social and organisational identity)?
Social identity and organisational identity
Formation of social identity
Brand evaluation: social and organisational identity
Contents note continued: How can a corporate brand be managed and developed in a holistic way (corporate brand community)?
Front-line employees as members of a corporate brand community
Consumers as members of a corporate brand community
Integrated corporate brand community - corporate brand identification
Brand evaluation: brand communities
The position of the firm - the role and influence of corporate branding
Low corporate brand communication of corporate identity and low strength of stakeholder organisational identity
Low corporate brand communication of corporate identity and high strength of stakeholder organisational identity
High corporate brand communication of corporate identity and low strength of stakeholder organisational identity
High corporate brand communication of corporate identity and high strength of stakeholder organisational identity
Managing corporate brands - potential immediate action
Contents note continued: What is an appropriate set of brand portfolio performance measures?
Financial return on assets
Operating cash flow
Brand marketing efficiency
Brand marketing effectiveness
Brand evaluation: brand portfolio performance
What influences brand portfolio performance?
Portfolio scope
Intra-portfolio competition
Brand portfolio positioning
Brand evaluation: brand portfolio influence
What trade-offs are to be made in developing a set of directions for a brand portfolio?
Brand evaluation: brand portfolio evaluation
The position of the firm - brand portfolio performance
High number of brands and low number of segments
Low number of brands and high number of segments
Low number of brands and low number of segments
High number of brands and high number of segments
Managing brand portfolio performance - potential immediate action
Contents note continued: To what extent does corporate brand messaging and positioning affect consumer attitudes towards product brands?
Brand evaluation: marketing communications message integration
Relatively, how important is marketing communications as a short- and long-term driver of brand sales?
Brand evaluation: marketing communications role in the marketing mix
How likely is it that marketing communications campaigns have an immediate effect upon consumer brand preference and brand sales?
Brand evaluation: marketing communications and brand choice
The position of the firm - managing brand communications
Low complementarity of corporate, product and service messages and low importance of branding and marketing communications in brand choice decisions
High complementarity of corporate, product and service messages and low importance of branding and marketing communications in brand choice decisions
Contents note continued: Low complementarity of corporate, product and service messages and high importance of branding and marketing communications in brand choice decisions
High complementarity of corporate, product and service messages and high importance of branding and marketing communications in brand choice decisions
Managing brand communications - potential immediate action
What are we trying to achieve?
Is the performance of the firm's brands and branding acceptable?
What branding challenges need to be resolved for the organisation to remain commercially successful and sustainable?
Communications myopia
Product and service pre-occupation
Corporate concentration
Brand dislocation
Strategic drift
Investment paralysis
Diversity and heterogeneity of branding performance issues: building strategic options
Scoping a firm's brand transformation strategy
Fit with firm's objectives
Likely transformative effect
Size of investment
Contents note continued: Ease of implementation
Brand transformation: option selection