Building brand value : five steps to building powerful brands

Cover
Contentes
1. Building Brand Value: Introduction
	1.1 Brand
	1.2 Brand Performance Indicators
	1.3 Branding = Marketing
	1.4 Brand vs Product
	1.5 Criteria for Brand Success
	1.6 The Role of Brands
	1.7 Brand Hierarchy
	1.8 Challenges to Brand Builders
	1.9 Building Brand Value
	1.10 Book Structure
2. Brand Building Pentagon: Five Steps
	2.1 Brand Building
	2.2 David Arnold’s Brand Management Process
	2.3 Kevin Lane Keller’s Strategic Brand Management Process
	2.4 David Aaker’s Brand Building Guidelines
	2.5 Jean-Noel Kapferer’s Brand Programme
	2.6 Brand Building Issues
	2.7 Brand Building Pentagon
3. Brand Appraisal: Step One of Brand Building Pentagon
	3.1 Brand Appraisal?Exploration
	3.2 Market Analysis
	3.3 Consumer Analysis
	3.4 Competitive Analysis
	3.5 Competency Analysis
	3.6 Socio-economic Analysis
	3.7 Brand Appraisal-Summary
4. Brand Definition: Step Two of Brand Building Pentagon
	4.1 Brand Definition
	4.2 Brand Reasons
	4.3 Brand Positioning
	4.4 Brand Personality and Brand Image
	4.5 Brand Mapping
	4.6 Brand Definition-Summary
5. Brand Articulation: Step Three of Brand Building Pentagon
	5.1 Brand Articulation
	5.2 Brand Identity
	5.3 Brand Communication
	5.4 Brand Service
	5.5 Brand Articulation-Summary
6. Brand Measurement: Step Four of Brand Building Pentagon
	6.1 Brand Measurement
	6.2 Brand Dashboard
	6.3 Brand Track
	6.4 Brand Audit
	6.5 Brand Measurement-Summary
7. Brand Expansion: Step Five of Brand Building Pentagon
	7.1 Brand Expansion
	7.2 Brand Extension?Expanded
	7.3 Brand Naming Structure
	7.4 Brand Portfolio Management
	7.5 Brand Valuation
	7.6 Brand Expansion-Summary
8. Brand Execution: Getting it All Together
	8.1 Brand Execution
	8.2 Product Offer
	8.3 Price Offer
	8.4 Place Offer
	8.5 Promotion Offer
	8.6 Packaging Offer
	8.7 Profit and Loss
	8.8 People Factor
	8.9 Brand Execution-Summary
Appendix I
	Market Analysis
	Consumer Analysis
	Competitive Analysis
	Competency Analysis
	Socio-economic Analysis
	Brand Reasons
	Brand Positioning
	Brand Personality & Brand Image
	Brand Mapping
	Brand Identity
	Brand Communication
	Brand Dashboard
	Brand Track
	Brand Audit
	Brand Extension
	Brand Naming Structure
	Brand Portfolio Management
	Brand Valuation
	Product
	Price
	Place
	Promotion
	Packaging
	Profit and Loss
	People (Insiders)
Appendix II—Applying the Brand Building Pentagon
	What is the Commodity and Company?
	What Factors Make it a Potentially Suitable Commodity for Branding?
	The Process of Branding the “Comb”
	Brand Appraisal
	Brand Definition
	Brand Articulation
	Brand Measurement
	Brand Expansion
	Brand Appraisal
	Brand Definition
	Brand Articulation
	Benefits of Branding
Appendix III—Suggested Readings
	Corporate Strategy
	Marketing
	Advertising
	Marketing Research
	Consumer Behaviour
	Branding
	Online Brand Management Resources
Appendix IV—Secondary Data Sources
	Census
	NRS
	Household Panels
	TAM
	Retail Sales Audit
	Pharma Audit
	Prescription Audit
	Durable Audit
	NCAER Survey of Households
	CMIE
	Statistical Outline of India
	IDC Sales Reports
	Advertising Expenditure
	Association Reports
Glossary
Index