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About the Author | ||
Acknowledgements | ||
Introduction | 1 | |
Part 1 | The History and Development of Branding | |
Chapter 1 | Brands and Branding: An Overview | 9 |
Chapter 2 | Why Brands? | 21 |
Chapter 3 | The Three Ages of Branding | 33 |
Part 2 | How to Build a Strong Brand | |
Chapter 4 | Building Strong Brands (1): The Strategy | 57 |
Chapter 5 | Building Strong Brands (2): Communicating the Message | 89 |
Chapter 6 | Insights, Insights, Any Old Insights | 101 |
Chapter 7 | Two Hardy Annuals: Brand Extension and Brand Valuation | 141 |
Part 3 | Branding in Ireland: Four Critical Issues | |
Chapter 8 | Consumer Goods Branding: Is There Any Future? | 161 |
Chapter 9 | Service Brands: Is There Any Difference? | 185 |
Chapter 10 | Local Brands: Is There Any Hope? | 209 |
Chapter 11 | Branding Ireland: Is There Any Point? | 233 |
Part 4 | The Future of Branding: What Next? | |
Chapter 12 | The Myth of the Manipulated Consumer | 265 |
Chapter 13 | The Future of Branding | 299 |
Chapter 14 | Six Cultural Contradictions in Twenty-first-century Ireland | 323 |
Index | 339 |
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