1. The Golden Thread

2. Brand Values

3. The Brand Name

4. The Brand Identity

5. Brand Personality

6. Taglines and Slogans

7. Brand Touch Points

8. Branding through Product Design

9. The Complete Product

10. Employee Branding

11. Bringing Your Brand to Life

12. Creating Brand Experiences

13. Sub-Brands and Master Brands

14. Branding Components and Embedded Products

15. Online Branding

16. Service Branding

17. Niche Product Branding

18. Having Some Fun with Your Brand

19. Branding for Very Small Companies

20. Brand Management and Integrated Marketing

Appendix A: Sample Brand Personality

Appendix B: Customer's Bill of Rights