** Chapter - 01: Myth 1 - Brands are just a way of charging you more for the same product; ** Chapter - 02: Myth 2 - Once lost, brand trust can never be rebuilt; ** Chapter - 03: Myth 3 - A good brand can prop up a bad business; ** Chapter - 04: Myth 4 - Technology is diminishing the power of brands; ** Chapter - 05: Myth 5 - Branding is just about identity; ** Chapter - 06: Myth 6 - Brands don't have any real economic value; ** Chapter - 07: Myth 7 - There is no such thing as brand loyalty; ** Chapter - 08: Myth 8 - The customer is always right; ** Chapter - 09: Myth 9 - It takes large resources and years of effort to build a global brand; ** Chapter - 10: Myth 10 - A brand is 'owned' by the marketing department; ** Chapter - 11: Myth 11 - Brand purpose is about effective corporate social responsibility; ** Chapter - 12: Myth 12 - Customers are seeking a conversation with your brand; ** Chapter - 13: Myth 13 - There are no real tools to help you manage your brand; ** Chapter - 14: Myth 14 - In certain businesses, brands really don't matter; ** Chapter - 15: Myth 15 - Branding has nothing to do with the customer experience; ** Chapter - 16: Myth 16 - Branding is all about the product.