Part I. Introduction : 1. Brand leadership: the new imperative -- Part II. Brand identity : 2. Brand identity : the cornerstone of brand strategy -- 3. Clarifying and elaborating the brand identity -- Part III. Brand architecture: achieving clarity, synergy, and leverage : 4. The brand relationship spectrum -- 5. Brand architecture -- Part IV. Building brands: beyond advertising : 6. Adidas and Nike: lessons in building brands -- 7. Building brands: The role of sponsorship -- 8. Building brands: the role of the Web -- 9. Building brands: beyond media advertising -- Part V: Organizing for brand leadership : 10. Global brand leadership: not global brands.