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

1. Branding (Marketing)
2. Brand Name Products
3. Consumer Behavior
4. Social Values
5. Branding (Marketing) -- Management -- Case Studies