-- Identifying market segments and targets -- Crafting the brand positioning -- Creating brand equity

-- Anti-UX -- Accessibility -- Content. UX copywriting versus brand copywriting -- The call

-- Tea Drinkers Heaven -- From Moonshine to Big Time -- Growing Their Brand -- Communications Role

Integrated Marketing Communications -- 2 Enhancing Brand Equity and Accountability -- 3 Brand Adoption, Brand

cycle -- Global strategies -- Relationship building strategies -- Brand strategies -- Building brand and

-- Managing R & D projects -- Open innovation and technology transfer -- Product and brand strategy -- New

brand equity, influencing behavior, and being accountable -- Facilitating the success of new brands

trends in the field, including Internet marketing and e-commerce, loyalty marketing, brand extension

-- Identifying market segments and targets -- pt. 4. Building strong brands -- Creating brand equity -- Crafting

strategy -- Cases for Part III -- pt. IV. Market-driven program development -- 9. Strategic brand

and web 2.0? -- Can you control your brand, or just share it? -- Using social media to reach the right

persuasion -- Advertisement memories and brand linkage -- Exposing the consumer to the advertising: media