Introduction Rita Clifton -- What is a brand? Tom Blackett -- The financial value of brands Jan Lindemann -- The social value of brands Giles Gibbons -- What makes brands great Jez Frampton -- Brand strategy Iain Ellwood -- Brand experience Shaun Smith -- Visual and verbal identity Tony Allen, John Simmons -- Brand communications Paul Feldwick -- The public relations perspective on branding Deborah Bowker -- Brand protection Allan Poulter -- Globalisation and brands Sameena Ahmad -- Branding in asia Jonathan Chajet -- From elephant to tiger : brands and branding in india Max Raison -- Branding places and nations Simon Anholt -- Brand 2.0 : brands in a digital world Andy Hobsbawm -- An alternative perspective on brands : markets and morals Deborah Doane -- The future of brands Rita Clifton.