Strategic Brand Management and Development: Creating and Marketing Successful Brands

Cover
Half Title
Title Page
Copyright Page
Dedication
Table of contents
Detailed contents
Figures
Table
Images
Foreword
Acknowledgements
Chapter 1 Introduction: History and the importance of brands
	Chapter aims and learning outcomes
	Defining brands
	History of brands and branding
		Proto-brands: From Brahma bulls and Zu crests to Sophilos
		Modern brands: From Bass beer and Quaker Oats to iPad and Instagram
	Importance of brands to consumers, organisations, and society
		Importance of brands to consumers
		Importance of brands to organisations
		Importance of brands to society
	Book structure
	Chapter review questions
	Recommended reading
	References
Chapter 2 Developing brand equity, positioning, personality, and values
	Chapter aims and learning outcomes
	Developing brand equity
		Defining brand equity
		Customer-based brand equity model
		Brand salience (brand identity)
			Brand recall
			Brand recognition
			Branding objective: Depth and breadth of brand awareness
		Brand performance and brand imagery associations (brand meaning)
			Brand performance associations
			Brand imagery associations
			Branding objective: Points-of-parity and points-of-difference associations
		Consumer judgements and consumer feelings (brand responses)
			Consumer judgments
			Consumer feelings
			Branding objective: Rational and emotional reactions
		Brand resonance (brand relationships)
			Branding objective: Intense and active loyalty relationships
	Brand positioning
		Developing the brand positioning concept
		Developing the brand mantra
	Brand personality and brand values
	Chapter review questions
	Case Study
		Union: (Re)positioning a Slovenian icon
			David Zappe
	Questions for discussion
	References
Chapter 3 Creating brand identity: Brand aesthetics and symbolism
	Chapter aims and learning outcomes
	Brand identity development process
		Brand expressions
			Types of brand identities
		Styles
		Themes
		Consumer impressions
	Brand aesthetics
		Design, aesthetics, and sensory marketing
		Vision (Sight)
			Shapes
		Colours
		Typefaces
		Audition (Sound)
		Haptics (Touch)
		Gustatory (Taste)
		Olfaction (Smell)
	Chapter review questions
	Case study
		The Lakes Distillery
			David Shanks
			The Lakes Distillery story
			Developing a brand framework
			The visual identity
			Modern craft
			True luxury never shouts
			A lightness of touch
	Questions for discussion
	References
Chapter 4 Brand communications and the attention economy
	Chapter aims and learning outcomes
	Brand communications options and their contributions
		The role of brand communications
		Traditional brand communications options
			Advertising
			Sales promotions
			Direct marketing and personal selling
			Public relations and publicity
		Online brand communications options
			Mobile marketing
			Social media and influencer marketing
			Search engine optimisation (SEO) and pay-per-click (PPC) advertising
		Contributions to consumer-based brand equity
	Traditional and digital media platforms
		Traditional media platforms
			Television
			Radio
			Print media
		Digital media platforms
	Planning and implementing brand IMC programmes
	Social media and the (over)democratisation of marketing
		Digital consumer culture and the connected self
		Co-creation and collective brand narratives
	Social media, hyper-narcissism, and the attention economy
	Chapter review questions
	Case study
		Burberry and ‘brand heat’ strategy
			Dr. Nina Van Volkinburg
	Questions for discussion
	References
Chapter 5 Holistic brand experiences and emotional branding
	Chapter aims and learning outcomes
	Holistic brand experiences
		Understanding experiences
		Experiential view on consumption
		The experience economy
			Progress of economic value: From commodities to personal experiences
		Four realms of experiences
		Experiential marketing
			Sense experiences
			Feel experiences
			Think experiences
			Act experiences
			Relate experiences
		Brand experiences, satisfaction, and loyalty
	Emotional branding: Nostalgia and retro branding
		Consumption emotions
		Defining nostalgia
		Nostalgia: A multidimensional phenomenon
		Orders and types of nostalgia
		Retro marketing
		Retro branding
			Criteria for brand revival
			The 4As of retro branding
	Chapter review questions
	Case study
		Building the YO! brand: From kaiten belts to multi-format experiences
			Victoria Mathers
	Questions for discussion
	References
Chapter 6 Consumer collectives, brand avoidance, and political consumption
	Chapter aims and learning outcomes
	Collectivist and constructivist aspects of consumption
	Subcultures of consumption
		Defining subcultures of consumption
		Characteristics of subcultures of consumption
	Brand communities
		Defining brand communities
		Characteristics of brand communities
		Fostering brand communities
		Brand community practices
			Pools, webs, and hubs
			Brandfests: Achieving greater integration in brand communities
		Brand communities and convenience products
		Brand communities: Source and result of brand equity
		Marketing risks and problems of brand communities
	Consumer tribes
		Defining consumer tribes
			Characteristics of consumer tribes
		Seeding consumer tribes
	Brand publics
	Brand avoidance and anti-consumption
		Brand avoidance defined
		Types of brand avoidance
	Political consumption
	Chapter review questions
	Case study
		Beyond the football borders: Going ahead to grow the relationship with fans and entertainment enthusiasts
			Luca Adornato
			and Lidi Grimaldi,
	Questions for discussion
	References
Chapter 7 Brand ethics, social responsibility, and sustainable consumption
	Chapter aims and learning outcomes
	(Post)postmodernism and social responsibility
	Moral philosophy and ethical branding
		Organisations as systems of stakeholder groups
		Ethics and major traditions in moral philosophy
	Corporate social responsibility and branding
		Social responsibility, responsiveness, and performance
		Socially responsible brand framework
	Incorporating ethics and CSR in brand     development and marketing
		Incorporating ethics in brand marketing
		Developing a brand through CSR
	Social marketing programmes and branding
		Developing a social marketing programme
			The stages of change theory
			The social cognitive theory
			The exchange theory
	Green marketing and sustainable consumption
		Managing the paradox of green marketing with sustainability
		Fostering sustainable consumption
	Cause-related marketing and consumer philanthropy
		Characteristics of cause-related marketing programmes
		Implications of cause-related marketing programmes on philanthropy
	Chapter review questions
	Case study
		Pukka Herbs: A budding brand creating change through commerce
			Edward Latham
	Questions for discussion
	Notes
	References
Chapter 8 Brand performance and metrics
	Chapter aims and learning outcomes
	Assessing brand value
		The Brand Value Chain Model (BVCM)
			Marketing campaign investment
			Campaign quality multiplier
			Consumer mindset
			Marketplace conditions multiplier
			Market performance
			Investor sentiment multiplier
			Shareholder value
			Assumption and implications
		Brand valuation methodologies
			Market-based valuation approaches (technical valuations)
		Brand-based valuation approaches (managerial valuations)
		Implications of brand valuation methodologies
	Brand audit
		Brand inventory
		Brand exploratory
			Qualitative techniques
			Quantitative techniques
	Understanding the brand ecology: Consumer ethnography
	Chapter review questions
	Case study
		From measuring to impacting performance
			Mathilde Leblond
			Glossary
	Questions for discussion
	Further reading
	References
Chapter 9 Brand growth: Brand architecture and brand extensions
	Chapter aims and learning outcomes
	Brand architecture and brand hierarchy
		Brand architecture
			Branded house vs. house of brands
			The brand–product matrix
		Brand hierarchy
	Brand extensions
		Types and characteristics
			Line extensions
			Category extensions
		Advantages of brand extensions
		Disadvantages of brand extensions
		Impact on the parent brand: Spillover effects
		Consumer processes for evaluating brand extensions
			Categorisation processes
			Motivational processes
			Thinking styles
			Moderating factors
			Consumer-related moderating factors
			Brand-related moderating factors
			Culture-related moderating factors
			Competitor-related moderating factors
	Chapter review questions
	Case study
		A case for divergent brand extensions?
			Radu Dimitriu
	Questions for discussion
	References
	References
Chapter 10 Brand futures: Technology and innovation in branding strategies
	Chapter aims and learning outcomes
	Consumer engagement and its dimensions
		Defining consumer engagement
		Dimensions of consumer engagement
	Big data and consumer analytics
		Defining big data and its dimensions
		Big data, value creation, and competitive advantage
		(Anti)social consequences of consumer analytics and data mining
	Measuring and facilitating consumer engagement
	The Internet of Things (IoT)
	Neuromarketing and branding
		Definition and process
		Cognitive methodologies in neuromarketing
			Electroencephalography (EEG)
			Magnetoencephalography (MEG)
			Functional Magnetic Resonance Imaging (fMRI)
			Neuromarketing: Applications in branding
			Neuromarketing implications for consumer research
	Chapter review questions
	Case study
		Village Hotels and the Internet of Things (IoT)
			Martin Jordan
			Digital service without additional cost
			A different arrival and departure experience
			A better food and beverage experience
			In-room service
			Summary
	Questions for discussion
	References
Index