Preface / Patrick Barwise -- Introduction / Rita Clifton -- Pt. 1. The case for brands -- 1. What is a brand? / Tom Blackett -- 2. The financial value of brands / Jan Lindemann -- 3. The social value of brands / Steve Hilton -- 4. What makes brands great / Chuck Brymer -- Pt. 2. Best practice in branding -- 5. Brand positioning and brand creation / Anne Bahr Thompson -- 6. Brand experience / Shaun Smith -- 7. Visual and verbal identity / Tony Allen and John Simmons -- 8. Brand communications / Paul Feldwick -- 9. The public relations perspective on branding / Deborah Bowker -- 10. Brand protection / Allan Poulter -- Pt. 3. The future for brands -- 11. Globalisation and brands / Sameena Ahmad -- 12. An alternative perspective on brands: markets and morals / Deborah Doane -- 13. Branding in South-East Asia / Kim Faulkner -- 14. Branding places and nations / Simon Anholt -- 15. The future of brands / Rita Clifton.