Abstract
Preface - Acknowledgements - Introduction - Context - The Origins of Branding - Values and Visions - Brands for the Next Century: Future Trends - Techniques for the Professional - Brand Worth and Evaluation - Corporate Brands - The Naming of Brands - Designing for the Brand - The Seven Routes to Successful International Branding - The World's Greatest Brands: Top Brands by Sector and Area - The World's Greatest Brands: An A-Z Guide - Index
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