* Section - ONE: Introduction to effective brand building; ** Chapter - 01: What is effective brand building and why is it important?; ** Chapter - 02: What are the fundamentals of consumer behaviour?; ** Chapter - 03: What are the conditions required for brands to thrive in my organization?; ** Chapter - 04: How do I ensure I have the right marketing capability?; ** Chapter - 05: What are the characteristics of effective brands?; ** Chapter - 06: How can understanding brand strength and the drivers of consumer demand help effective brand building?; ** Chapter - 07: Consumer insights; * Section - TWO: Creating an effective brand strategy - where to win; ** Chapter - 08: What is brand strategy?; ** Chapter - 09: What is the situation my brand faces?; ** Chapter - 10: What is my brand's ambition?; ** Chapter - 11: How do I prioritize opportunities for growth?; ** Chapter - 12: What are the fundamentals of an effective brand strategy?; * Section - THREE: How to win and keep winning; ** Chapter - 13: What are the fundamentals of creative ideas and media connections?; ** Chapter - 14: How do I turn strategy into a plan?; ** Chapter - 15: How do I bring the plan together?; ** Chapter - 16: How do I approach measurement?;.