Introduction: jumping on the brandwagon. Brands in the marketplace. World of trouble: Coca-Cola and the global brand -- Pro patria: Ricard and the national brand -- Next door neighbour: Leinenkugel's and the regional brand -- Judo tactics: easyJet and the underdog brand -- Bulldozers to boots: Caterpillar and brand extension -- One trick pony: Heineken and brand consistency -- Traditional values: Cadbury and the brand family -- A brand too far: Columbia/HCA and the limits of brands. Brands in the company. Store wars: Kellogg and private-label brands -- Puzzle master: LVMH and the brand portfolio -- Judgement day: Unilever and brand disposal -- Shall the twain meet? Diageo and brands in mergers -- Household word: 3M and brand trademarks -- Debits and credits: Ranks Hovis and brand valuation -- Back from the brink: Gucci and brand rescue -- In the beginning: L'Oréal and brand creation. Brands on the Internet. To the web born: Yahoo! and the e-brand -- To the web born 2: ShopSmart and the e-brand. Brands in society. Under fire: Shell and the brand in crisis -- Pushing the limits: Disney and the mega-brand. Conclusion: branding for humanity.