I. The Brand in Relation to Society, Belief, Culture and Change
1. The Brand as a Social Phenomenon and Cultural Icon
3. Between Past and Present: Nostalgia Branding
II. The Brand as a Living Organism: DNA, Human Features and Sensory Perception
4. The Human Nature of Brands
5. The Brand's Genetic Clock
6. Genetic Familiarity: The Brand in Search of its Roots
7. Brand Name: "The Importance of Being Earnest"
8. Brand Sex: A Confused Identity Heading Toward Androgyny
9. The Brand Between Emotions and Experiences
10. Brand Senses: The Challenge of Polysensualism
III. The Fundamentals of Branding: Some Rules for Keeping on the Right Track
11. Building a Frame of Reference Between Advantages and Parity
12. Performance Anxiety and the Illusion of Quality
13. Brand and Category: A Complex Relationship
14. Brand Perception and the Power of the Subconscious
IV. The Brand as a Citizen of the World
15. Developing a Brand in Different Cultural Contexts
16. Giving a Brand a Passport
17. The New Frontiers of Brands in a Changing World: The Case of India
V. Lessons in Branding: How to Learn from the Best
18. From the Rediscovery of its Roots to "Sense & Simplicity": The Case of Philips
19. Evoking Symbolic Values Around a Product and Becoming a Global Icon: The Case of Starbucks
20. Building a Creed by Promoting a Lifestyle: The Case of Whole Foods
21. Promoting a Brand Through National Identity and a Culture of Consumption: The Case of S. Pellegrino
