Branding on the Eastern Front: The Quest of a Brand Consultant in the New Europe

1.1. Branding in a post-communist country

1.2. Beginnings. About Brandient, about pioneering and leadership in Eastern Europe

2.1 Branding and entrepreneurship in the New Europe

2.2. A different kind of client expectations and a different kind of consultant-client relationship

Chapter 3. Definitions and perspectives of branding

3.1. A few general considerations

3.2. The perspectives of brand

3.3. What comes first, marketing or branding?

Chapter 4. The battlefields of branding