Strategic Brand Management: Building, Measuring, and Managing Brand Equity (5th Edition)

Cover
Title Page
Copyright Page
Brief Contents
Contents
Preface
Acknowledgments
About the Authors
PART I Opening Perspectives
	CHAPTER 1 Brands and Brand Management
		Preview
		What Is a Brand?
			Brand Elements
			Brands versus Products
			BRANDING BRIEF 1‐1: Coca‐Cola’s Branding Lesson
		Why Do Brands Matter?
			Consumers
			Firms
		Can Anything Be Branded?
			BRANDING BRIEF 1‐2: Branding Commodities
			Physical Goods
			THE SCIENCE OF BRANDING 1‐1: History of Branding
			THE SCIENCE OF BRANDING 1‐2: Understanding Business‐to‐Business Branding
			Services
			BRANDING BRIEF 1‐3: Adobe
			Retailers and Distributors
			Digital Brands
			People and Organizations
			Sports, Arts, and Entertainment
			BRANDING BRIEF 1‐4: Place Branding
			Geographic Locations
			Ideas and Causes
		What Are the Strongest Brands?
			THE SCIENCE OF BRANDING 1‐3: On Brand Relevance and Brand Differentiation
		Branding Challenges and Opportunities
			Unparalleled Access to Information and New Technologies
			Downward Pressure on Prices
			Ubiquitous Connectivity and the Consumer Backlash
			Sharing Information and Goods
			Unexpected Sources of Competition
			Disintermediation and Reintermediation
			Alternative Sources of Information about Product Quality
			Winner‐Takes‐All Markets
			Media Transformation
			The Importance of Customer‐Centricity
		The Brand Equity Concept
		Strategic Brand Management Process
			Identifying and Developing Brand Plans
			Designing and Implementing Brand Marketing Programs
			Measuring and Interpreting Brand Performance
			Growing and Sustaining Brand Equity
		Review
		Discussion Questions
		BRAND FOCUS 1.0: Unlocking the Secrets of Digital Native Brands
		Notes
PART II Developing a Brand Strategy
	CHAPTER 2 Customer‐Based Brand Equity and Brand Positioning
		Preview
		Customer‐Based Brand Equity
			Defining Customer‐Based Brand Equity
			Brand Equity as a Bridge
		Making a Brand Strong: Brand Knowledge
		Sources of Brand Equity
			Brand Awareness
			Brand Image
		Identifying and Establishing Brand Positioning
			Basic Concepts
			Target Market
			Nature of Competition
			Points‐of‐Parity and Points‐of‐Difference
			BRANDING BRIEF 2‐1: Subaru Finds Its Groove
		Positioning Guidelines
			Defining and Communicating the Competitive Frame of Reference
			Choosing Points‐of‐Difference
			Establishing Points‐of‐Parity and Points‐of‐Difference
			BRANDING BRIEF 2‐2: Positioning Politicians
			Straddle Positions
			Updating Positioning over Time
			THE SCIENCE OF BRANDING 2‐1: Brand Values Pyramid
			Developing a Good Positioning
		Defining a Brand Mantra
			Brand Mantras
			BRANDING BRIEF 2‐3: Nike Brand Mantra
			BRANDING BRIEF 2‐4: Disney Brand Mantra
			THE SCIENCE OF BRANDING 2‐2: Branding Inside the Organization
		Review
			Discussion Questions
		BRAND FOCUS 2.0: The Marketing Advantages of Strong Brands
		Notes
	CHAPTER 3 Brand Resonance and the Brand Value Chain
		Preview
		Building a Strong Brand: The Four Steps of Brand Building
			Brand Salience
			Brand Performance
			Brand Imagery
			THE SCIENCE OF BRANDING 3‐1: How Customer Experiences Define a Brand
			Brand Judgments
			Brand Feelings
			Brand Resonance
			BRANDING BRIEF 3‐1: Building Brand Communities
			Brand‐Building Implications
			BRANDING BRIEF 3‐2: How Digital Platform‐Based Brands Create Customer Engagement
		The Brand Value Chain
			Value Stages
			Implications
		Review
			Discussion Questions
		BRAND FOCUS 3.0: Creating Customer Value
		Notes
PART III Designing and Implementing Brand Marketing Programs
	CHAPTER 4 Choosing Brand Elements to Build Brand Equity
		Preview
		Criteria for Choosing Brand Elements
			Memorability
			Meaningfulness
			Likability
			Transferability
			Adaptability
			THE SCIENCE OF BRANDING 4‐1: Counterfeit Business Is Booming
			Protectability
		Options and Tactics for Brand Elements
			Brand Names
			URLs
			Logos and Symbols
			Characters
			BRANDING BRIEF 4‐1: StarKist’s Charlie the Tuna
			Slogans
			BRANDING BRIEF 4‐2: Updating Betty Crocker
			Jingles
			Packaging
		Putting It All Together
			BRANDING BRIEF 4‐3: Do‐Overs with Brand Makeovers
		Review
			Discussion Questions
		BRAND FOCUS 4.0: Legal Branding Considerations
		Notes
	CHAPTER 5 Designing Marketing Programs to Build Brand Equity
		Preview
		New Perspectives on Marketing
		Integrating Marketing
			BRANDING BRIEF 5‐1: Yeti Is the “Cooler” Brand
			Personalizing Marketing
			Reconciling the Different Marketing Approaches
		Product Strategy
			Perceived Quality
			Managing Customers Post‐Purchase
		Pricing Strategy
			THE SCIENCE OF BRANDING 5‐1: Understanding Consumer Price Perceptions
			Consumer Price Perceptions and Setting Prices
			Summary
		Channel Strategy
			Channel Design
			THE SCIENCE OF BRANDING 5‐2: Research on Omnichannel
			Indirect Channels
			BRANDING BRIEF 5‐2: Chew on This: How Milk‐Bone Brushing Chews Connected with Customers
			Direct Channels
			Online Strategies
			Summary
		Review
			Discussion Questions
		BRAND FOCUS 5.0: Private‐Label Strategies and Responses
		Notes
	CHAPTER 6 Integrating Marketing Communications to Build Brand Equity
		Preview
		The New Media Environment
			Challenges in Designing Brand‐Building Communications
			Role of Multiple Communications
		Four Major Marketing Communication Options
			Advertising
			THE SCIENCE OF BRANDING 6‐1: The Importance of Database Marketing
			Promotion
			Online Marketing Communications
			Events and Experiences
			BRANDING BRIEF 6‐1: Brand Building via the X Games
		Brand Amplifiers
			Public Relations and Publicity
			Word‐of‐Mouth
		Developing Integrated Marketing Communication Programs
			Criteria for IMC Programs
			THE SCIENCE OF BRANDING 6‐2: Coordinating Media to Build Brand Equity
			Using IMC Choice Criteria
		Review
			Discussion Questions
		BRAND FOCUS 6.0: Empirical Generalizations in Advertising
		Notes
	CHAPTER 7 Branding in the Digital Era
		Preview
		Key Issues for Branding in the Digital Era
			Changes in the Consumer Decision Journey
			Growth of Online Retailing
			BRANDING BRIEF 7‐1: The Phenomenal Rise of Amazon
			Advertising and Promotions Using Digital Channels
			BRANDING BRIEF 7‐2: Igniting a Digital Firestorm
			One‐to‐Many to Many‐to‐Many Channels
			Increase in Consumer Touchpoints
			Increase in Data Availability
			Digital Personalization
			Loss of Control over Brand Message and Co‐Creation of Brand Meaning
			User Experience Is the Key to Digital Brand Success
			THE SCIENCE OF BRANDING 7‐1: Is Co‐Creation of Brands and Products Always Good?
			Brands as Cultural Symbols
		Brand Engagement
			Brand Engagement Pyramid
			Negative Brand Engagement
			BRANDING BRIEF 7‐3: Shaving the Price of Razors
			THE SCIENCE OF BRANDING 7‐2: Drivers of Brand Engagement
		Digital Communications
			Company Web Sites
			E‐mail Marketing
			BRANDING BRIEF 7‐4: Campaigning Using Clicks with Google AdWords
		Overview of Social Media Paid Channels
			Facebook
			Twitter
			Instagram
			Pinterest
			Video
			Global Use of Social Media
			BRANDING BRIEF 7‐5: On Being Social in China
		Mobile Marketing
			BRANDING BRIEF 7‐6: Turning Flight Delays into Marketing Opportunities
		Influencer Marketing and Social Media Celebrities
		Content Marketing
			Guidelines for Good Content Marketing
			Case Studies
			Legal and Ethical Considerations
			The Pros and Cons of Paid Channels and the Need for Integration
		Brand Management Structure
		Review
			Discussion Questions
		BRAND FOCUS 7.0: Understanding How Online Word‐of‐Mouth Influences Brands and Brand Management
		Notes
	Chapter 8 Leveraging Secondary Brand Associations to Build Brand Equity
		Preview
		Conceptualizing the Leveraging Process
			Creation of New Brand Associations
			Effects on Existing Brand Knowledge
			Guidelines
		Company
			BRANDING BRIEF 8‐1: IBM Promotes a Smarter Planet
		Country of Origin and Other Geographic Areas
			BRANDING BRIEF 8‐2: Selling Brands the New Zealand Way
		Channels of Distribution
			THE SCIENCE OF BRANDING 8‐1: Understanding Retailers’ Brand Images
		Co‐Branding
			Guidelines
			THE SCIENCE OF BRANDING 8‐2: Understanding Brand Alliances
			Ingredient Branding
			BRANDING BRIEF 8‐3: Ingredient Branding the DuPont Way
		Licensing
			Guidelines
		Celebrity Endorsement
			Potential Problems
			BRANDING BRIEF 8‐4: Rachael Ray’s Nutrish
			Guidelines
			BRANDING BRIEF 8‐5: Managing a Person Brand
			Social Influencers as the New Celebrities
		Sporting, Cultural, or Other Events
		Third‐Party Sources
		Review
			Discussion Questions
		BRAND FOCUS 8.0: Going for Corporate Gold at the Olympics
		Notes
PART IV Measuring And Interpreting Brand Performance
	Chapter 9 Developing a Brand Equity Measurement and Management System
		Preview
		The New Accountability
		Conducting Brand Audits
			Brand Inventory
			Brand Exploratory
			Brand Positioning and the Supporting Marketing Program
			THE SCIENCE OF BRANDING 9‐1: The Role of Brand Personas
		Designing Brand Tracking Studies
			What to Track
			BRANDING BRIEF 9‐1: Sample Brand Tracking Survey
		Big Data and Marketing Analytics Dashboards
			Marketing Analytics Dashboards
			BRANDING BRIEF 9‐2: How Taco Bell Uses Data‐Driven Social Media Marketing to Engage Its Customers
		Establishing a Brand Equity Management System
			BRANDING BRIEF 9‐3: Understanding and Managing the Mayo Clinic Brand
			Brand Charter or Bible
			Brand Equity Report
			Brand Equity Responsibilities
			THE SCIENCE OF BRANDING 9‐2: Maximizing Internal Branding
		Review
			Discussion Questions
		BRAND FOCUS 9.0: Sample Rolex Brand Audit
		Notes
	Chapter 10 Measuring Sources of Brand Equity: Capturing Customer Mind‐Set
		Preview
		Qualitative Research Techniques
			BRANDING BRIEF 10‐1: Digging Beneath the Surface to Understand Consumer Behavior
			Free Association
			THE SCIENCE OF BRANDING 10‐1: Using Text Mining to Uncover Brand Associations and Positioning
			Projective Techniques
			BRANDING BRIEF 10‐2: Once Upon a Time . . . You Were What You Cooked
			Zaltman Metaphor Elicitation Technique
			Neural Research Methods
			Brand Personality and Values
			Ethnographic and Experiential Methods
			BRANDING BRIEF 10‐3: Making the Most of Consumer Insights
			BRANDING BRIEF 10‐4: Netnography as a Digital Research Technique
			BRANDING BRIEF 10‐5: How P&G Innovates Using Qualitative Research Data
			Summary
		Quantitative Research Techniques
			Brand Awareness
			Brand Image
		Social Media Listening and Monitoring
			BRANDING BRIEF 10‐6: Gatorade’s Social Media Command Center
			Brand Responses
			BRANDING BRIEF 10‐7: Understanding Attribution Modeling
			Brand Relationships
			THE SCIENCE OF BRANDING 10‐2: Understanding Brand Engagement
		Comprehensive Models of Consumer‐Based Brand Equity
		Review
			Discussion QuestIons
		BRAND FOCUS 10.0: Young & Rubicam’s Brand Asset Valuator
		Notes
	Chapter 11 Measuring Outcomes of Brand Equity: Capturing Market Performance
		Preview
		Comparative Methods
			Brand‐Based Comparative Approaches
			Marketing‐Based Comparative Approaches
			Conjoint Analysis
		Holistic Methods
			Residual Approaches
			Valuation Approaches
		Brand Valuation: A Review of Major Approaches
			Interbrand
			BrandZ
			Brand Finance
			Comparing the Major Brand Valuation Approaches
			THE SCIENCE OF BRANDING 11‐1: Understanding Brand Valuation
		Review
			Discussion Questions
		BRAND FOCUS 11.0: Financial Perspectives on Brands and the Brand Value Chain
		Notes
PART V Growing and Sustaining Brand Equity
	Chapter 12 Designing and Implementing Brand Architecture Strategies
		Preview
		Developing a Brand Architecture Strategy
			THE SCIENCE OF BRANDING 12‐1: The Brand–Product Matrix
			Step 1: Defining Brand Potential
			BRANDING BRIEF 12‐1: Google: Expanding Beyond Search
			Step 2: Identifying Brand Extension Opportunities
			Step 3: Specifying Brand Elements for Branding New Products and Services
			Summary
		Brand Portfolios
			BRANDING BRIEF 12‐2: Expanding the Marriott Brand
		Brand Hierarchies
			Levels of a Brand Hierarchy
			Designing a Brand Hierarchy
			BRANDING BRIEF 12‐3: Netflix: Evolving a Brand Architecture to Grow the Brand
		Corporate Branding
			BRANDING BRIEF 12‐4: Corporate Reputations: The Most Admired U.S. Companies
			THE SCIENCE OF BRANDING 12‐2: Brand Architecture Strategies: House of Brands or Branded House?
			Corporate Image Dimensions
			BRANDING BRIEF 12‐5: Corporate Innovation at 3M
			Managing the Corporate Brand
			THE SCIENCE OF BRANDING 12‐3: When Brands Trade Hands
		Brand Architecture Guidelines
		Review
			Discussion Questions
		BRAND FOCUS 12.0: Corporate Social Responsibility And Brand Strategy
		Notes
	Chapter 13 Introducing and Naming New Products and Brand Extensions
		Preview
		New Products and Brand Extensions
			BRANDING BRIEF 13‐1: Growing the McDonald’s Brand
		Advantages of Extensions
			Facilitate New‐Product Acceptance
			Provide Feedback Benefits to the Parent Brand
		Disadvantages of Brand Extensions
			Can Confuse or Frustrate Consumers
			Can Encounter Retailer Resistance
			Can Fail and Hurt Parent Brand Image
			Can Succeed but Cannibalize Sales of Parent Brand
			Can Succeed, but Diminish Identification with Any One Category
			BRANDING BRIEF 13‐2: Are There Any Boundaries to the Virgin Brand Name?
			Can Succeed, but Hurt the Image of the Parent Brand
			Can Dilute Brand Meaning
			Can Cause the Company to Forego the Chance to Develop a New Brand
		Understanding How Consumers Evaluate Brand Extensions
			Managerial Assumptions
			Brand Extensions and Brand Equity
			Vertical Brand Extensions
			THE SCIENCE OF BRANDING 13‐1: Scoring Brand Extensions
			BRANDING BRIEF 13‐3: Levi’s Extends Its Brand
		Evaluating Brand Extension Opportunities
			Define Actual and Desired Consumer Knowledge about the Brand
			Identify Possible Extension Candidates
			Evaluate the Potential of the Extension Candidate
			Design Marketing Programs to Launch Extension
			Evaluate Extension Success and Effects on Parent Brand Equity
		Extension Guidelines Based on Academic Research
		Review
			Discussion Questions
		BRAND FOCUS 13.0: Apple: Creating a Tech Megabrand
		Notes
	Chapter 14 Managing Brands Over Time
		Preview
		Reinforcing Brands
			Maintaining Brand Consistency
			BRANDING BRIEF 14‐1: Patagonia
			BRANDING BRIEF 14‐2: Pabst
			Protecting Sources of Brand Equity
			BRANDING BRIEF 14‐3: Volkswagen
			THE SCIENCE OF BRANDING 14‐1: Understanding Brand Crises
			Fortifying versus Leveraging
			Fine‐Tuning the Supporting Marketing Program
		Revitalizing Brands
			BRANDING BRIEF 14‐4: Harley‐Davidson Motor Company
			BRANDING BRIEF 14‐5: A New Morning for Mountain Dew
			BRANDING BRIEF 14‐6: Remaking Burberry’s Image
			Expanding Brand Awareness
			Improving Brand Image
		Adjustments to the Brand Portfolio
			Migration Strategies
			Acquiring New Customers
			Retiring Brands
			Obsoleting Existing Products
		Review
			Discussion Questions
		BRAND FOCUS 14.0: Responding to a Brand Crisis
		Notes
	Chapter 15 Managing Brands Over Geographic Boundaries and Market Segments
		Preview
		Regional Market Segments
		Other Demographic and Cultural Segments
			Marketing Based on Age
			Marketing Based on Ethnicity
		Global Branding
			BRANDING BRIEF 15‐1: Marketing to Ethnic Groups
			Why Should a Brand Focus on Global Markets?
			Advantages of Global Marketing
			Disadvantages of Global Marketing
			THE SCIENCE OF BRANDING 15‐1: Key Insights Regarding Global Brand Strategies Based on Research Findings
		Strategies for Creating & Managing Global Brands
			Creating Global Brand Equity
			Global Brand Positioning
			BRANDING BRIEF 15‐2: Coca‐Cola’s Global Brand Strategy with Local Elements
		Customizing Marketing Mix Elements in Local Markets for Global Brands
			Product Strategy
			Communication Strategy
			Pricing Strategy
		Marketing to Consumers in Developing and Developed Markets
		Ten Commandments to Building Global Customer‐Based Brand Equity
			BRANDING BRIEF 15‐3: Marketing to Bicultural Consumers Using Bilingual Advertising
			BRANDING BRIEF 15‐4: Managing Global NestlÉ Brands
		Review
			Discussion Questions
		BRAND FOCUS 15.0: China’s Global Brand Ambitions
		Notes
PART VI Closing Perspectives
	Chapter 16 Closing Observations
		Preview
		Strategic Brand Management Guidelines
			Summary of Customer‐Based Brand Equity Framework
			Tactical Guidelines
		What Makes a Strong Brand?
			BRANDING BRIEF 16‐1: The Brand Report Card
			BRANDING BRIEF 16‐2: Reinvigorating Branding at Procter & Gamble
		Future Brand Priorities
			Fully and Accurately Factor the Consumer into the Branding Equation
			Go Beyond Product Performance and Rational Benefits
			Make the Whole of the Marketing Program Greater Than the Sum of the Parts
			Understand Where You Can Take a Brand (and How)
			Do the “Right Thing” with Brands
			Take a Big Picture View of Branding Effects. Know What Is Working (and Why)
			Finding the Branding Sweet Spot
			New Capabilities for Brand Marketers
		Review
			Discussion Questions
		BRAND FOCUS 16.0: Special Applications
			Notes
Index