The strategy of global branding and brand equity

1. Brands : origins, heritage and importance -- 2. The art of branding -- 3. The science of measuring brand performance -- 4. Cross-cultural studies, loyalty, choice, experiments and hypothese -- 5. Research method -- 6. Results : sample comparability and brand knowledge constructs -- 7. Results : predicting brand choice using multiple discriminant analysis -- 8. Results : predicting brand choice using multinomial logistic regression analysis and binary logistic regression analysis -- 9. Discussion of results and summary -- 10. Workshop : predictive Brand Choice (PBC) work process.