Brand Real: How Smart Companies Live Their Brand Promise and Inspire Fierce Customer Loyalty > CHAPTER FOUR: Leveraging Portfolio Value > THE CLASSIC PORTFOLIO STRUCTURES - Pg. 76: Safari Books Online

Table of Contents

Download Safari Books Online apps: Apple iOS | Android

Entire Site

Safari Books Online is a digital library providing on-demand subscription access to thousands of learning resources.

This Book

Brand Real: How Smart Companies Live Their Brand Promise and Inspire Fierce Customer Loyalty

Search

Contents

Table of Contents

Acknowledgments

CHAPTER ONE: Reality Check: It's Time to Move from Brandlore to Promising Brands

CHAPTER TWO: Winning the Memory Game

CHAPTER THREE: The Benefit of Your Brand

CHAPTER FOUR: Leveraging Portfolio Value

BRAND ARCHITECTURE

LET EQUITY FLOW

THE CLASSIC PORTFOLIO STRUCTURES

THINKING OUTSIDE THE BRAND

THREE COMMON ARCHITECTURE MISTAKES

WHEN TO FOCUS ON BRAND ARCHITECTURE

HOW TO EFFECT CHANGE

PUTTING ARCHITECTURE TO WORK

CHAPTER FIVE: Positioning Brands for Context

CHAPTER SIX: Brand Attachment: The Barefoot Bandit and Our Sense of Self

CHAPTER SEVEN: Expressing the Promise: Brand Narrative, Brand Voice, and Communications Strategy

CHAPTER EIGHT: Naming and Identity Development

CHAPTER NINE: The Touching Experience: How to Deliver on a Promise at Meaningful Touch Points

CHAPTER TEN: Brand Inside: Why People Are the Key to Your Brand Strategy

About the Author

URL

Help

76 BRAND REAL FIGURE 4.2