ProfitBrand: How to Increase the Profitability, Accountability and Sustainability of Brands

Untitled......Page 6
List of figures......Page 10
List of tables......Page 12
Acknowledgements......Page 14
Introduction......Page 16
1 Branding: yesterday, today and yesterday......Page 22
MASS-ECONOMY BRANDING: MINDLESS PURSUIT OF 'SHARE-OF-MIND'......Page 24
CUSTOMER ECONOMY: CUSTOMERS DEFINE BRANDS......Page 28
DEMAND ECONOMY: LOOK AHEAD TO AVOID BEING LEFT BEHIND......Page 32
CONCLUSION......Page 35
2 Forging a ProfitBrand in the customer economy
......Page 38
RETENTION BRANDING: DOING BUSINESS ON
CUSTOMER TERMS......Page 41
THREE Es OF PROFITBRANDING: EMOTIONAL,
EXPERIENTIAL AND ECONOMIC VALUE......Page 44
PROFITBRANDING PROCESS: FIND, KEEP, GROW
AND PROFIT......Page 46
CONCLUSION......Page 47
3 Customer equity: the key to accountability......Page 50
CUSTOMER EQUITY: IMPORTANCE OF LIFETIME
CUSTOMER VALUE......Page 52
LOYALTY: FOUNDATION OF CUSTOMER EQUITY......Page 57
CUSTOMER EQUITY: GETTING STARTED WITH
DATA AND TRACKING......Page 58
CONCLUSION......Page 60
4 How to calculate customer equity
......Page 62
CUSTOMER EQUITY: RUNNING THE NUMBERS......Page 65
CUSTOMER EQUITY OBSTACLES:
DIFFICULTIES OF DATA CAPTURE......Page 75
ACQUISITION EQUITY:
WHAT ARE PROSPECTS WORTH?......Page 77
CONCLUSION......Page 79
5 Divide and conquer: take care of customers worth taking care of......Page 82
SEGMENTATION STRATEGIES:
RIGHT VALUE TO THE RIGHT CUSTOMERS......Page 85
SEGMENTATION RISKS:
PAINTING YOURSELF INTO A CORNER......Page 92
CONCLUSION......Page 93
6 Winning strategies to increase customer profitability......Page 96
CUSTOMER PLANNING: MINIMIZE BRAND
SPENDING, MAXIMIZE CUSTOMER SPENDING......Page 97
INCREASING PENETRATION:
TACTICS TO EXPAND PROFITABILITY......Page 107
UNPROFITABLE CUSTOMERS:
IDENTIFY, UPGRADE OR ‘FIRE’......Page 108
CUSTOMER RECOVERY:
GETTING THE PROFITABLE BACK......Page 109
CONCLUSION......Page 112
7 Increasing customer profitability through pricing......Page 114
PRICING BASICS: A 60-SECOND PRIMER......Page 116
PRICE HIKES AND DROPS: MATCH CUSTOMER VALUE......Page 122
CONCLUSION
......Page 125
8 ProfitBrand principles for brand communications......Page 126
COMMUNICATION GOALS:
STRIVING TOWARDS ADOPTION......Page 128
CONSTITUENCIES:
COMMUNICATING WITH COMMUNITIES......Page 130
COMMUNICATION PRINCIPLES:
ETERNAL VERITIES OF BRANDING......Page 134
CONCLUSION
......Page 138
9 Establishing accountability through branding systems......Page 140
STRATEGIC SYSTEMS: EYES ON THE BIG PICTURE......Page 141
TACTICAL SYSTEMS:
IDENTIFYING, MONITORING AND MEASURING......Page 144
CONCLUSION
......Page 150
10 Establishing accountability
through effective metrics......Page 152
FINDING THE RIGHT METRICS:
FINANCIAL, CUSTOMER AND OPERATIONAL......Page 154
VOICE OF THE CUSTOMER:
LEARNING CUSTOMER VALUE......Page 156
SATISFACTION VERSUS ACCOUNTABILITY:
WHICH METRIC FOR SUCCESS......Page 158
CUSTOMER SCORECARDS:
BENCHMARKS FOR ACCOUNTABILITY......Page 161
CONCLUSION
......Page 164
11 ProfitBrand service: owning the
customer experience......Page 166
END-TO-END CUSTOMER SERVICE:
‘THE CUSTOMER EXPERIENCE: OWN IT’......Page 168
INSTITUTIONALIZATION OF CUSTOMER
KNOWLEDGE: INSIGHTS FOR ALL......Page 171
CUSTOMER CULTURE:
ULTIMATELY, IT IS ALL ABOUT PEOPLE......Page 172
EXECUTION: SEPARATING PROFITBRAND
WINNERS FROM LOSERS......Page 174
CONCLUSION
......Page 177
12 Loyalty: the tie that binds
......Page 178
TYPES OF LOYALTY PROGRAMMES:
FIVE PATHS TO CLOSER RELATIONSHIPS......Page 180
KEEPING THE FAITH:
MAKING LOYALTY PROGRAMMES WORK......Page 183
FUTURE OF LOYALTY PROGRAMMES:
TRENDS WITH THE MOST IMPACT......Page 187
CONCLUSION
......Page 188
13 Orchestrating allies: no brand is an island......Page 190
AMBASSADORS AT LARGE:
LEVERAGING EVANGELISTS......Page 191
DELIVERING THE GOODS:
ENLISTING SUPPLY CHAIN PARTNERS......Page 193
ADDING VALUE: LEVERAGING CHANNELS......Page 198
GRAND ALLIANCES: LEVERAGING PARTNERSHIPS......Page 199
CONCLUSION
......Page 201
14 Conclusion
......Page 204
Afterword......Page 210
References......Page 212
Further reading......Page 214
Index......Page 218