Strategic Brand Management: Building, Measuring, and Managing Brand Equity

Cover
Half Title Page
Title Page
Copyright Page
Brief Contents
Contents
Prologue: Branding Is Not Rocket Science
Preface
Acknowledgements
About the Authors
Part 1_Opening Perspective
	Ch. 1_Brands and Brand Management
		WHAT IS A BRAND?
			Brand Elements
			Brands versus Products
		WHY DO BRANDS MATTER?
			Consumers
			Firms
		CAN ANYTHING BE BRANDED?
			Physical Goods
			Services
			Retailers and Distributors
			Online Products and Services
			People and Organizations
			Sports, Arts, and Entertainment
			Geographic Locations
			Ideas and Causes
		WHAT ARE THE STRONGEST BRANDS?
		BRANDING CHALLENGES AND OPPORTUNITIES
			Savvy Customers
			Economic Downturns
			Brand Proliferation
			Media Transformation
			Increased Competition
			Increased Costs
			Greater Accountability
		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
		Notes
Part 2_Developing A Brand Strategy
	Ch.2_Customer-based Brand Equity and Brand Positioning
		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
		POSITIONING GUIDELINES
			Defining and Communicating the Competitive Frame of Reference
			Choosing Points-of-Difference
			Establishing Points-of-Parity and Points-of-Difference
			Straddle Positions
			Updating Positioning Over Time
			Developing a Good Positioning
		DEFINING A BRAND MANTRA
			Brand Mantras
		REVIEW
		DISCUSSION QUESTIONS
		Notes
	Ch.3_Brand Resonance and the Brand Value Chain
		BUILDING A STRONG BRAND: THE FOUR STEPS OF BRAND BUILDING
			Brand Salience
			Brand Performance
			Brand Imagery
			Brand Judgments
			Brand Feelings
			Brand Resonance
			Brand-Building Implications
		THE BRAND VALUE CHAIN
			Value Stages
			Implications
		REVIEW
		DISCUSSION QUESTIONS
			Customer Equity
		Notes
Part 3_Designing and Implementing Brand Marketing Programs
	Ch.4_Choosing Brand Elements to Build Brand Equity
		CRITERIA FOR CHOOSING BRAND ELEMENTS
			Memorability
			Meaningfulness
			Likability
			Transferability
			Adaptability
			Protectability
		OPTIONS AND TACTICS FOR BRAND ELEMENTS
			Brand Names
			URLs
			Logos and Symbols
			Characters
			Slogans
			Jingles
			Packaging
		PUTTING IT ALL TOGETHER
		REVIEW
		DISCUSSION QUESTIONS
		Notes
	Ch.5_Designing Marketing Programs to Build Brand Equity
		NEW PERSPECTIVES ON MARKETING
		INTEGRATING MARKETING
			Personalizing Marketing
			Reconciling the Different Marketing Approaches
		PRODUCT STRATEGY
			Perceived Quality
			Aftermarketing
			Summary
		PRICING STRATEGY
			Consumer Price Perceptions
			Setting Prices to Build Brand Equity
			Summary
		CHANNEL STRATEGY
			Channel Design
			Indirect Channels
			Direct Channels
			Online Strategies
			Summary
		REVIEW
		DISCUSSION QUESTIONS
		Notes
	Ch.6_Integrating Marketing Communications to Build Brand Equity
		THE NEW MEDIA ENVIRONMEN
			Challenges in Designing Brand-Building Communications
			Role of Multiple Communications
		FOUR MAJOR MARKETING COMMUNICATION OPTIONS
			Advertising
			Promotion
			Online Marketing Communications
			Mobile Marketing
		BRAND AMPLIFIERS
			Public Relations and Publicity
			Word-of-Mouth
		DEVELOPING INTEGRATED MARKETING COMMUNICATION PROGRAMS
			Criteria for IMC Programs
			Using IMC Choice Criteria
		REVIEW
		DISCUSSION QUESTIONS
		Notes
	Ch.7_Leveraging Secondary Brand Associations to Build Brand Equity
		CONCEPTUALIZING THE LEVERAGING PROCESS
			Creation of New Brand Associations
			Effects on Existing Brand Knowledge
			Guidelines
		COMPANY
		COUNTRY OF ORIGIN AND OTHER GEOGRAPHIC AREAS
		CHANNELS OF DISTRIBUTION
		CO-BRANDING
			Guidelines
			Ingredient Branding
		LICENSING
			Guidelines
		CELEBRITY ENDORSEMENT
			Potential Problems
			Guidelines
		SPORTING, CULTURAL, OR OTHER EVENTS
		THIRD-PARTY SOURCES
		REVIEW
		DISCUSSION QUESTIONS
		Notes
Part 4_Measuring and Interpreting Brand Performance
	Ch.8_Developing a Brand Equity Measurement and Management System
		THE NEW ACCOUNTABILITY
		CONDUCTING BRAND AUDITS
			Brand Inventory
			Brand Exploratory
			Brand Positioning and the Supporting Marketing Program
		DESIGNING BRAND TRACKING STUDIES
			What to Track
			How to Conduct Tracking Studies
			How to Interpret Tracking Studies
		ESTABLISHING A BRAND EQUITY MANAGEMENT SYSTEM
			Brand Charter
			Brand Equity Report
			Brand Equity Responsibilities
		REVIEW
		DISCUSSION QUESTIONS
		Notes
	Ch.9_Measuring Sources of Brand Equity: Capturing Customer Mind-Set
		QUALITATIVE RESEARCH TECHNIQUES
			Free Association
			Projective Techniques
			Zaltman Metaphor Elicitation Technique
			Neural Research Methods
			Brand Personality and Values
			Ethnographic and Experiential Methods
			Summary
		QUANTITATIVE RESEARCH TECHNIQUES
			Brand Awareness
			Brand Image
			Brand Responses
			Brand Relationships
		COMPREHENSIVE MODELS OF CONSUMER-BASED BRAND EQUITY
			BrandDynamics
			Relationship to the CBBE Model
		REVIEW
		DISCUSSION QUESTIONS
		Notes
	Ch.10_Measuring Outcomes of Brand Equity: Capturing Market Performance
		COMPARATIVE METHODS
			Brand-based Comparative Approaches
			Marketing-based Comparative Approaches
			Conjoint Analysis
		HOLISTIC METHODS
			Residual Approaches
			Valuation Approaches
		REVIEW
		DISCUSSION QUESTIONS
		Notes
Part 5_Growing and Sustaing Brand Equity
	Ch.11_Designing and Implementing Brand Architecture Strategies
		DEVELOPING A BRAND ARCHITECTURE STRATEGY
			Step 1: Defining Brand Potential
			Step 2: Identifying Brand Extension Opportunities
			Step 3: Branding New Products and Services
			Summary
		BRAND PORTFOLIOS
		BRAND HIERARCHIES
			Levels of a Brand Hierarchy
			Designing a Brand Hierarchy
		CORPORATE BRANDING
			Corporate Image Dimensions
			Managing the Corporate Brand
		BRAND ARCHITECTURE GUIDELINES
		REVIEW
		DISCUSSION QUESTIONS
		Notes
	Ch.12_Introducing and Naming New Products and Brand Extensions
		NEW PRODUCTS AND BRAND EXTENSIONS
		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
			Can Succeed but Hurt the Image of the Parent Brand
			Can Dilute Brand Meaning
			Can Cause the Company to Forgo the Chance to Develop a New Brand
		UNDERSTANDING HOW CONSUMERS EVALUATEBR AND EXTENSIONS
			Managerial Assumptions
			Brand Extensions and Brand Equity
			Vertical Brand Extensions
		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
		Notes
	Ch.13_Managing Brands Over Time
		REINFORCING BRANDS
			Maintaining Brand Consistency
			Protecting Sources of Brand Equity
			Fortifying versus Leveraging
			Fine-Tuning the Supporting Marketing Program
		REVITALIZING BRANDS
			Expanding Brand Awareness
			Improving Brand Image
		ADJUSTMENTS TO THE BRAND PORTFOLIO
			Migration Strategies
			Acquiring New Customers
			Retiring Brands
		REVIEW
		DISCUSSION QUESTIONS
		Notes
	Ch.14_Managing Brands Over Geographic Boundaries and Market Segments
		REGIONAL MARKET SEGMENTS
		OTHER DEMOGRAPHIC AND CULTURAL SEGMENTS
		RATIONALE FOR GOING INTERNATIONAL
		ADVANTAGES OF GLOBAL MARKETING PROGRAMS
			Economies of Scale in Production and Distribution
			Lower Marketing Costs
			Power and Scope
			Consistency in Brand Image
			Ability to Leverage Good Ideas Quickly and Efficiently
			Uniformity of Marketing Practices
		DISADVANTAGES OF GLOBAL MARKETING PROGRAMS
			Differences in Consumer Needs, Wants, and Usage Patterns for Products
			Differences in Consumer Response to Branding Elements
			Differences in Consumer Responses to Marketing Mix Elements
			Differences in Brand and Product Development and the Competitive Environment
			Differences in the Legal Environment
			Differences in Marketing Institutions
			Differences in Administrative Procedures
		GLOBAL BRAND STRATEGY
			Global Brand Equity
			Global Brand Positioning
		STANDARDIZATION VERSUS CUSTOMIZATION
			Standardization and Customization
		DEVELOPING VERSUS DEVELOPED MARKETS
		BUILDING GLOBAL CUSTOMER-BASED BRAND EQUITY
			1. Understand Similarities and Differences in the Global Branding Landscape
			2. Don’t Take Shortcuts in Brand Building
			3. Establish Marketing Infrastructure
			4. Embrace Integrated Marketing Communications
			5. Cultivate Brand Partnerships
			6. Balance Standardization and Customization
			7. Balance Global and Local Control
			8. Establish Operable Guidelines
			9. Implement a Global Brand Equity Measurement System
			10. Leverage Brand Elements
		REVIEW
		DISCUSSION QUESTIONS
		Notes
Part 6_Closing Perspectives
	Ch.15_Closing Observations
		STRATEGIC BRAND MANAGEMENT GUIDELINES
			Summary of Customer-based Brand Equity Framework
			Tactical Guidelines
		WHAT MAKES A STRONG BRAND?
		FUTURE BRAND PRIORITIES
			1. Fully and Accurately Factor the Consumer into the Branding Equation
			2. Go Beyond Product Performance and Rational Benefits
			3. Make the Whole of the Marketing Program Greater Than the Sum of the Parts
			4. Understand Where You Can Take a Brand (and How)
			5. Do the “Right Thing” with Brands
			6. Take a Big Picture View of Branding Effects. Know What Is Working (and Why)
			Finding the Branding Sweet Spot
		REVIEW
		DISCUSSION QUESTIONS
		Notes
Epilogue
Index