CONTENTS : 1. The principles of branding TV, 2. Competition changes everything, 3. Branding is just a fancy name for promotion, right ?, 4. Branding and the marketing mix, 5. Why people like brands, 6. Sales promotion as branding, 7. Say what yau mean, mean what yau say : the jargon of brand management, 8. TV brand equity : why brand equity is a good thing, 9. Learning from radio, 10. Building TV brand equity...//yeni