Connective Branding: Building Brand Equity in a Demanding World

PROLOGUE. INTRODUCTION. PART I SETTING THE STAGE. 1 MARKET FORCES. 2 EMERGING STRATEGIES TO ADDRESS MARKET FORCES. PART II A FRAMEWORK FOR COPING. 3 BRAND FRAMEWORK FOR BUILDING CONNECTIVE BRANDS. PART III CRITICAL SUCCESS FACTORS FOR MAKING IT HAPPEN. 4 PRACTICAL APPLICATIONS - STAKEHOLDER ENGAGEMENT. 5 PRACTICAL APPLICATIONS - THE PROCESS OF ALIGNMENT. EPILOGUE - THE LAW OF THE SEVENTH GENERATION? INDEX.