The science and art of branding / Giep Franzen and Sandra Moriarty.

The nature of brands
The brand as a system
Branding in context
Brand strategy development: the company perspective
Brand strategy development
The nature of brands and brand functions
Brand core concept
Brand identity
Strategic brand segmentation
Brand strategy meets brand perception
Brand differentiation and positioning
Brands and consumer needs and values
Brand personality
Brand meaning and brand physique
Brand relationships and reputation
Brand equity: expansion and integration
Brand strength and brand saliency
Brand span and brand extension
Brand portfolio and brand architecture
Consumer brand equity
Market brand equity
Brand valuation
Gesamtkunstwerk: the art of brand integration.