of authentic claims -- How Gen Y values honesty -- Levi's translates authenticity to Gen Y

.Culture -- 2.7.Corporate and customer values -- 3.Brand Architecture (Step 2) -- 3.1.The three branches of

-- Brand values -- Positioning statement -- Crafting the Positioning Strategy -- Segmentation -- Targeting

and sustaining added values -- 11. Brand planning -- 12. Brand evaluation.

Robustness development and reliability growth : value-adding strategies for new products and

the overall success of a company. When corporate values are out of alignment with stakeholder values

Brand rejuvenation : how to protect, strengthen & add value to your brand to prevent it from

values in a B2B context -- 5. Turning values information into insight -- 6. From insight to brand