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by Brian McGurk
Stand Out!!
Cover
Half-Title Page
Title Page
Copyright
Dedication
Description
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 Stewardship Is for the Long-Haul Not the Short-Play
Chapter 5 The 9:6:3 Guide to Brand Growth
The Principles, Truths, and Challenges of Brand Leadership
Bibliography
Word Wizard: Grand Summary
About the Author
Index
Backcover
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