附註:Includes index.
I. In Pursuit of a Great Brand Name. 1. A Brand Name With No Boundaries. 2. The Current Process. 3. A New Understanding: The Brand Name as King. 4. Secrets to Naming Products and Companies. 5. The Seven Proven Principles. 6. A Proven Process -- II. Building a Great Brand Name into the Omnipowerful Brand: Lessons From American and European Companies. 7. The Making of "The Omnipowerful Brand" 8. Advertising That Builds the Brand. 9. The Next Dimension in Power Brand Marketing.
