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"Everythin your ever wanted : branding ABCs, when and how to brand, heating up your branding iron -- Building a brand, step-by-step : finding a niche you can fill: researching your market, filling your niche: positioning your brand, putting your brand into words, naming your brand, designing your logo and tagline -- Launching your new brand : countdown to takeoff: planning your brand launch, getting the word out with public relations, advertising and promoting your brand, sending your brand into cyberspace -- The care and feeding of your brand : suiting up a team of brand champions, getting customer to pledge allegiance to your brand, valuing your brand, leveraging brand value with brand extensions and licensing, revitalizing your brand -- Protecting your brand : defending your brand, taking action when bad things happen to good brands -- The part of tens : ten truths about branding, ten branding mistakes and how to avoid them, ten traits of the world's most valuable brands."