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Cowles Foundation

Preface to Second Edition

Acknowledgments

Introduction / Chapter I：

The Nature of preference and Choice / Chapter II：

The Social Welfare Function / Chapter III：

The Compensation principle / Chapter IV：

The General possibility Theorem For Social Welfare Functions / Chapter V：

The Individualistic Assumptions / Chapter VI：

Similarity as the Basis of Social Welfare Judgments / Chapter VII：

Notes on the Theory of Social Choice, 1963 / Chapter VIII：

Index

Cowles Foundation Monographs

Cowles Foundation

Preface to Second Edition

Acknowledgments

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Introduction: The Science and Art of Branding

The Nature of Brands / Part 1：

The Brand As a System / 1：

Branding in Context / 2：

Brand Strategy Development: The Company Perspective / Part 2：

Brand Strategy Development / 3：

Brand Functions / 4：

Brand Core Concept / 5：

Brand Identity / 6：

Strategic Brand Segmentation / 7：

Brand Strategy Meets Brand Perception / Part 3：

Brand Differentiation and Positioning / 8：

Consumer Needs and Values / 9：

Brand Personality / 10：

Brand Meaning / 11：

Brand Relationships and Reputation / 12：

Brand Equity: Expansion and Integration / Part 4：

Brand Strength and Saliency / 13：

Brand Span and Brand Extension / 14：

Brand Portfolio and Brand Architecture / 15：

Consumer Brand Equity / 16：

Market Brand Equity / 17：

Brand Valuation / 18：

Gesamtkunstwerk: The Art of Brand Integration / 19：

References

Index

About the Authors

Introduction: The Science and Art of Branding

The Nature of Brands / Part 1：

The Brand As a System / 1：

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