Foreword (David A. Aaker).

Acknowledgments.

Introduction: Taking Control of Your Brand's Destiny.

Part One: Making "Operationalizing the Brand" Your New Mantra.

1. Understanding the Brand's Powerful New Role.

2. Connecting Business Strategy to Brand Strategy.

Part Two: Controlling Your Touchpoints by Operationalizing Your Brand.

3. Understanding and Prioritizing High-Impact Brand Touchpoints.

4. The Pre-Purchase Experience:Making the Brand-Prospect Connection.

5. The Purchase Experience: The First Step in Delivering on the Promise.

6. The Post-Purchase Experience: Solidifying the Brand-Customer Relationship.

Part Three: Organizing Your Company Around the Brand.

7. Developing a Brand Metrics System: Driving Brand Building by What You Measure.

8. Building a Brand-Based Culture.

9. Establishing a Brand-Based Organization: Focusing on the Structure and Roles to Support Brand-Driven Change.

Notes and Sources.

The Authors.

Index.