Brand Management: Strategy, Measurement and Yield Analysis

Cover......Page 1
Title......Page 2
Copyright © 2007......Page 5
CONTENTS......Page 6
BIOGRAPHIC SKETCH OF THE AUTHOR......Page 8
PREFACE......Page 10
BRAND IDENTITY......Page 16
BRAND IDENTITY FACTORS......Page 17
BRAND EQUITY AND IDENTITY......Page 21
PERSONALITY TRAITS AND BRAND IDENTITY......Page 25
CORPORATE BRANDING......Page 29
Reach of the Brand......Page 32
Communication Sensitivity and Brand Personality......Page 33
Cognitive Dimensions in Branding......Page 34
BRAND RELATIONSHIP......Page 35
BMW: Building Brand through Relationship Networking......Page 36
CUSTOMER PROSPECTING AND RETAINING TRENDS......Page 38
BMW MILESTONES (1916-2001)......Page 39
MARKET PERFORMANCE OF BMW-2003......Page 41
CONCEIVING CUSTOMER DELIGHT : THE VALUE CHAIN......Page 42
CUSTOMER RELATIONSHIP TRACKING......Page 45
BRAND ARCHITECTURE......Page 48
BRAND ARCHITECTURE AND HIERARCHY MAPPING......Page 50
PERIPHERAL ATTRIBUTES OF BRAND ARCHITECTURE......Page 56
BRAND VARIABILITY AND RISK FACTORS......Page 60
INTERNATIONAL PERSPECTIVES OF BRAND ARCHITECTURE......Page 61
BRAND ARCHITECTURE AUDIT......Page 63
BRAND METRICS......Page 65
BRAND SCORECARD......Page 69
BRAND EXPERIENCE......Page 72
BRAND ARCHITECTURE-LESSONS DERIVED......Page 74
L’Oreal Netherlands: Product Marketing Strategy in Europe......Page 76
THE DUTCH MARKET......Page 77
Skin Care Market......Page 78
Competition......Page 79
Product Manager’s Review......Page 80
BRAND PORTFOLIO MANAGEMENT......Page 82
BRAND PORTFOLIO AND LOYALTY MANAGEMENT......Page 83
Brand Mapping......Page 86
Positioning......Page 88
Localization......Page 89
The Shortening of the Product & Brand Life Cycle......Page 90
The Brand Experience......Page 91
BRAND CATEGORIES......Page 92
The Differentiated Brand......Page 94
The Consumer-Focused Brand......Page 95
Flanker Brands......Page 96
Cash Cow Brands......Page 97
More Local Marketing......Page 98
BRAND GROUPING......Page 99
VALUE BASED BRAND PORTFOLIO MODEL......Page 101
BMW: Building Brand through Relationship Networking......Page 103
CUSTOMER PROSPECTING AND RETAINING TRENDS......Page 104
BMW MILESTONES (1916-2001)......Page 105
MARKET PERFORMANCE OF BMW-2003......Page 107
CONCEIVING CUSTOMER DELIGHT: THE VALUE CHAIN......Page 109
CUSTOMER RELATIONSHIP TRACKING......Page 111
BUILDING BRAND STRATEGY......Page 114
STRATEGIES OF BRAND-MIX UNDER COMPETITION......Page 120
Dimensions of Brand Scope Strategies......Page 122
COMPETITIVE BRAND STRATEGIES......Page 123
Brand Competition......Page 126
Brand-Marketplace Strategy......Page 129
BRAND ENHANCEMENT STRATEGY......Page 132
BRAND STRATEGY AND PRODUCT LIFE CYCLE......Page 135
Influencing Brands......Page 139
Brand Preferences on Buying Automobiles: How Brands Behave......Page 141
RECENT PERFORMANCE......Page 143
PT CRUISER : PERFORMANCE APPRAISAL......Page 144
SLUMP IN CHRYSLER’S MARKET......Page 145
THE TIME AHEAD......Page 146
MANAGING BRAND ASSETS......Page 148
BRANDS VERSES PRIVATE LABELS......Page 152
BRAND ICONS......Page 156
BRAND COMPETITION......Page 159
BRAND REENGINEERING......Page 163
HUMAN FACTOR IN MANAGING BRANDS......Page 165
Brand Relationship......Page 166
Brand Strategies of Wal-Mart to Sustain Competition......Page 167
THE WAL-MART CULTURE......Page 168
Strive for Excellence......Page 169
Development Opportunities......Page 171
Pricing Philosophy......Page 172
Rule 2......Page 173
Rule 8......Page 174
Super-Centers......Page 175
Neighborhood Market......Page 176
External and Internal Threats......Page 177
REFERENCES......Page 178
BRAND EQUITY......Page 180
BRAND EQUITY MANAGEMENT......Page 181
BRAND LIFE CYCLE......Page 186
BRAND EXTENSION......Page 188
EMPOWERING BRANDS......Page 189
PERCEPTUAL BRAND MAPPING......Page 195
BRAND PERFORMANCE......Page 196
‘CRIMSON NECTAR’ BLOWS-UP IN BOARDROOM : A CASE OF BUILDING MARKETING POLICY OF A NEW GENERATION PRODUCT......Page 198
CONSUMPTION TRENDS OF NON-ALCOHOLIC BEVERAGES......Page 199
Exotic Fruit Nectars- Industry Dimensions......Page 201
Board Room Discussions......Page 202
THE EXPERT VOICE IN BOARD ROOM......Page 205
CUSTOMER VALUE AND REENGINEERING PROCESS......Page 207
ADJOURNMENT......Page 208
REFERENCES......Page 209
APPENDIX I : SPECIMEN......Page 210
BRAND PORTFOLIO MANAGEMENT......Page 212
Redesigning Brand Portfolio......Page 213
BRAND-LINE ANALYSIS......Page 214
Intrinsic Governing Factors......Page 217
NEW BRAND DEVELOPMENT......Page 218
BRAND PORTFOLIO MATRIX......Page 223
BRAND KNOWLEDGE......Page 225
BRAND AUDIT......Page 226
Brand Audit: Capabilities and Competency......Page 230
BRAND ADVERTISING......Page 233
Great formulations......Page 235
Green Concern......Page 236
Social Concerns: Building Green Brands......Page 237
Greenpeace Movement......Page 238
REFERENCES......Page 239
SCOPE OF BRAND RESEARCH......Page 240
BRAND RESEARCH PROCESS......Page 241
SAMPLING TECHNIQUES......Page 244
Sampling Techniques......Page 245
Structuring a Questionnaire......Page 246
DATA PREPARATION......Page 247
CONJOINT ANALYSIS......Page 248
MARKET INFORMATION MANAGEMENT......Page 249
MONITORING AND EVALUATION RESEARCH IN BRAND......Page 251
Structural Components......Page 252
BRAND SCORECARD......Page 253
SWOT ANALYSIS......Page 256
QUALITATIVE MARKET RESEARCH......Page 257
Brand Portfolio Management and Pricing Strategy of Faena: The Monsanto Experience in Mexico......Page 259
OBJECTIVES AND METHODOLOGY OF THE STUDY......Page 261
FINDINGS......Page 262
Growers Buying Attitude towards Herbicide Applications......Page 263
Growers’ Perceptions on Product Attributes......Page 265
Brand Awareness......Page 266
BRAND PERFORMANCE......Page 267
PERCEPTIONS OF GROWERS ON PRODUCT PRICING......Page 268
CONCLUSION......Page 269
APPENDIX A......Page 270
APPENDIX B......Page 273
MARKET UNCERTAINTIES  AND BRANDING DECISIONS......Page 276
SUSTAINING BRANDS......Page 277
Materials Testing......Page 281
BRAND EVALUATION......Page 282
Outcome Evaluation......Page 283
DETERMINANTS OF GLOBAL BRANDS......Page 284
International Brand Competition......Page 287
MANAGING GLOBAL BRANDS......Page 290
TIME LINE OF PHILIPS......Page 293
CURRENT PHASE OF GROWTH......Page 295
FINANCIAL ACHIEVEMENTS AND NEW GLOBAL THINKING......Page 297
INDEX......Page 300