Stand Out!!

Contents

Foreword

Acknowledgments

Introduction

Chapter 1 Generation B: Generation Brand

Gen B and the Rise of the Brand Generation

Generation X

Generation Y

Generation Z

Introducing Generation B

From Mobile Phone to Smartphone: An Icon of the Gen B Era

Chapter 2 Secrets and Lessons From the Leading Edge

The Secrets and Lessons of Successful Branding

Understanding Branding

Planning Branding

Creating Branding

Briefing Branding

Implementing Branding

Internalizing Branding

Chapter 3 What’s It Worth? Valuing Your Brand

Why and How to Value a Brand

The Cost Approach

The Market Approach

The Income Approach

Consumer-Based Approaches

Financial-Based Approaches

Formulary Approaches

Composite Approaches

Chapter 4 Been There, Done That, What Next?

Brand ...