Introduction: Building the brand when the clients are empowered -- Why is branding so strategic? -- Brand equity in question -- Strategic implications of branding -- Brand and business building -- From private labels to store brands -- Brand diversity: the types of brands -- The challenges of modern markets -- The new rules of brand management -- Brand identity and positioning -- Creating and sustaining brand equity -- Launching the brand -- The challenge of growth in mature markets -- Sustaining a brand long term -- Adapting to the market: identity and change -- Growth through brand extensions -- Brand architecture -- Multi-brand portfolios.