Table of Contents List of Figures List of Tables Contributors Acknowledgments 1. Introduction 2. The formation of a brand identity 3. The role of distinctive assets 4. How distinctive assets help build mental availability 5. How distinctive assets help build physical availability 6. Using distinctive assets to signal meaning 7. The corporate, parent, sub-brand hierarchy 8. Measuring asset strength 9. Metrics: Fame 10. Metrics: Uniqueness 11. Metrics: The Grid 12. Types of distinctive assets 13. Colour as an asset 14. The Power of Sound 15. Taglines and other words 16. The celebrity dilemma 17. Keeping relevant (in a changing world) Bibliography

About the Author

Jenni Romaniuk is a Research Professor and Associate Director (International) of the Ehrenberg-Bass Institute at the University of South Australia Business School.