Contents
Introduction ...................................................................................................................................... 2
Chapter 1 --- Expand the Brand ......................................................................................................... 3
Chapter 2 --- Contract the Brand ....................................................................................................... 4
Chapter 3 --- Publicity is a Good Thing ............................................................................................... 5
Chapter 4 --- Advertising the Brand ................................................................................................... 6
Chapter 5 --- Be Authentic ................................................................................................................. 8
Chapter 6 --- Its not all about Quality ................................................................................................ 9
Chapter 7 --- Category over Brand ................................................................................................... 11
Chapter 8 --- The Importance of a Name ......................................................................................... 12
Chapter 9 --- Keep it Simple ............................................................................................................. 13
Chapter 10 --- Don’t be a Stuck Up Brand ........................................................................................ 14
Chapter 11 --- A Second Thought on Naming ................................................................................... 15
Chapter 12 --- Keep Brand Names and Company Names Separate ................................................... 17
Chapter 13 --- Beware of Subbranding ............................................................................................. 18
Chapter 14 --- Can You Ever Extend the Brand? ............................................................................... 20
Chapter 15 --- The Importance of the Logo ...................................................................................... 22
Chapter 16 --- The Importance of Color ........................................................................................... 23
Chapter 17 --- Think Globally ........................................................................................................... 25
Chapter 18 --- Branding and the Internet ......................................................................................... 26
Chapter 19 --- Naming and the Internet ........................................................................................... 29
Chapter 20 --- Globalism and the Internet ....................................................................................... 32
Conclusion ...................................................................................................................................... 33
