Brand as corporate strategy -- First mover advantage -- Brand renewal -- Brand naming and identity -- Challenger brands -- Brand positioning -- Emotional branding -- Service brands -- Branding a commodity -- Caring conglomerates: giant brands with kind hearts -- Strategic alliances, partnerships, mergers, and acquisitions -- Destination brands -- Brand management -- Holistic branding : total organizational change

1. Brand name products -- Asia
2. Brand name products -- Asia -- Case studies