Introduction 1. Defining Branding Anatomy of Consumer Goods Brand History Defining Branding Defining Effective Branding Why is Branding Important Digital Branding 2. How Brands are Made Swotting Up The Vision Thing Brand Families Understanding the Process Brand Creation Scenarios Budgets and Planning Brand Originators A Change in Identity Mixed Messages 3. Brand Anatomy Brand Rules Brand Narrative Brand Context Brand Style Brand Tone Brand Effectiveness Brand Naming 4. Brand Audience The Pareto Principle Product Lifecycle (PLC) Consumers and the PLC Audience Challenge Consumer Attitudes Capturing Dialogue Assessing Success and Analysis Techniques Business Brands Internal Brand Audiences 5. Current Trends in Branding Risk and Reward Branding in the Context of Trends The Individual Simplicity Less Branding More Fun Better Service Easy Technology Responsible Brands Branding Countries Own Brands Personal Branding Branding within the Digital Realm 6. Developing the Brand Experience The Marketing Mix Creating a Brand Experience Retail and Public Spaces Experiential Branding Product Design Product Packaging Co-Branding Advertising Association with Events Brands and New Technologies Global Brands 7. Ways of Working Brand Methodology Working Structures Client Relationship Agencies In-House Structures Brand Team Why Maintain the Brand? Brand Guidelines 8.

The Future Brand Evolution What Next for Brands? Human Factor Globalization Brand Purpose Online-Only Role Model The Role of the Graphic Designer.