Contents -- List of figures -- List of tables -- Acknowledgements -- Introduction -- 1 Branding: yesterday, today and yesterday -- MASS-ECONOMY BRANDING: MINDLESS PURSUIT OF 'SHARE-OF-MIND' -- CUSTOMER ECONOMY: CUSTOMERS DEFINE BRANDS -- DEMAND ECONOMY: LOOK AHEAD TO AVOID BEING LEFT BEHIND -- CONCLUSION -- 2 Forging a ProfitBrand in the customer economy -- RETENTION BRANDING: DOING BUSINESS ON CUSTOMER TERMS -- THREE Es OF PROFITBRANDING: EMOTIONAL, EXPERIENTIAL AND ECONOMIC VALUE -- PROFITBRANDING PROCESS: FIND, KEEP, GROW AND PROFIT -- CONCLUSION -- 3 Customer equity: the key to accountability -- CUSTOMER EQUITY: IMPORTANCE OF LIFETIME CUSTOMER VALUE -- LOYALTY: FOUNDATION OF CUSTOMER EQUITY -- CUSTOMER EQUITY: GETTING STARTED WITH DATA AND TRACKING -- CONCLUSION -- 4 How to calculate customer equity -- CUSTOMER EQUITY: RUNNING THE NUMBERS -- CUSTOMER EQUITY OBSTACLES: DIFFICULTIES OF DATA CAPTURE -- ACQUISITION EQUITY: WHAT ARE PROSPECTS WORTH? -- CONCLUSION -- 5 Divide and conquer: take care of customers worth taking care of -- SEGMENTATION STRATEGIES: RIGHT VALUE TO THE RIGHT CUSTOMERS -- SEGMENTATION RISKS: PAINTING YOURSELF INTO A CORNER -- CONCLUSION -- 6 Winning strategies to increase customer profitability -- CUSTOMER PLANNING: MINIMIZE BRAND SPENDING, MAXIMIZE CUSTOMER SPENDING -- INCREASING PENETRATION: TACTICS TO EXPAND PROFITABILITY -- UNPROFITABLE CUSTOMERS: IDENTIFY, UPGRADE OR 'FIRE' -- CUSTOMER RECOVERY: GETTING THE PROFITABLE BACK -- CONCLUSION -- 7 Increasing customer profitability through pricing -- PRICING BASICS: A 60-SECOND PRIMER -- PRICE HIKES AND DROPS: MATCH CUSTOMER VALUE -- CONCLUSION -- 8 ProfitBrand principles for brand communications -- COMMUNICATION GOALS: STRIVING TOWARDS ADOPTION -- CONSTITUENCIES: COMMUNICATING WITH COMMUNITIES -- COMMUNICATION PRINCIPLES: ETERNAL VERITIES OF BRANDING -- CONCLUSION.

9 Establishing accountability through branding systems -- STRATEGIC SYSTEMS: EYES ON THE BIG PICTURE -- TACTICAL SYSTEMS: IDENTIFYING, MONITORING AND MEASURING -- CONCLUSION -- 10 Establishing accountability through effective metrics -- FINDING THE RIGHT METRICS: FINANCIAL, CUSTOMER AND OPERATIONAL -- VOICE OF THE CUSTOMER: LEARNING CUSTOMER VALUE -- SATISFACTION VERSUS ACCOUNTABILITY: WHICH METRIC FOR SUCCESS -- CUSTOMER SCORECARDS: BENCHMARKS FOR ACCOUNTABILITY -- CONCLUSION -- 11 ProfitBrand service: owning the customer experience -- END-TO-END CUSTOMER SERVICE: 'THE CUSTOMER EXPERIENCE: OWN IT' -- INSTITUTIONALIZATION OF CUSTOMER KNOWLEDGE: INSIGHTS FOR ALL -- CUSTOMER CULTURE: ULTIMATELY, IT IS ALL ABOUT PEOPLE -- EXECUTION: SEPARATING PROFITBRAND WINNERS FROM LOSERS -- CONCLUSION -- 12 Loyalty: the tie that binds -- TYPES OF LOYALTY PROGRAMMES: FIVE PATHS TO CLOSER RELATIONSHIPS -- KEEPING THE FAITH: MAKING LOYALTY PROGRAMMES WORK -- FUTURE OF LOYALTY PROGRAMMES: TRENDS WITH THE MOST IMPACT -- CONCLUSION -- 13 Orchestrating allies: no brand is an island -- AMBASSADORS AT LARGE: LEVERAGING EVANGELISTS -- DELIVERING THE GOODS: ENLISTING SUPPLY CHAIN PARTNERS -- ADDING VALUE: LEVERAGING CHANNELS -- GRAND ALLIANCES: LEVERAGING PARTNERSHIPS -- CONCLUSION -- 14 Conclusion -- Afterword -- References -- Further reading -- Index.