1. The history of the brand -- 2. The choice for a brand strategy -- 3. Analysis of the branded article -- 4. Giving meaning to the brand -- 5. Two routes of brand development -- 6. The brand name as central pivot -- 7. The role of design in brand development -- 8. The role of advertising and the Internet -- 9. Legal protection of brands -- 10. From branded article to brand portfolio -- 11. Capitalisation on a successful brand -- 12. Critical success factors in brand damage -- 13. The value of a brand for the organisation -- App. 1. Price strategies and corresponding methods of pricing -- App. 2. The Rokeach Value Survey (RVS) -- App. 3. Criteria for various brand strategies -- App. 4. International schedule of classes of goods and services for the registration of brands -- App. 5. Guidelines for a product-recall advertisement