** 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.