The new strategic brand management : advanced insights and strategic thinking

Contents......Page 5
LIST OF Figures......Page 11
LIST OF TABLES......Page 15
Integrating brand and business......Page 17
Extension of the brand concept......Page 19
Looking at brands as strategic assets......Page 20
Part One Why is branding so strategic?......Page 23
What is a brand?......Page 25
How brand definitions have changed through time......Page 29
Broadening the concept of brand......Page 30
Differentiating between brand assets, strength and value......Page 31
Tracking brand equity......Page 33
Comparing brand equity profiles......Page 35
Goodwill: the convergence of finance and marketing......Page 36
How brands create value for the customer......Page 38
How brands create value for the company......Page 41
Corporate reputation and the brand......Page 45
Reputation focus versus brand focus......Page 46
From managing the brand to managing by the brand......Page 47
What does branding really mean?......Page 49
Brands act as a genetic programme......Page 52
Respect the brand ‘contract’: the power to say no!......Page 54
The product and the brand......Page 56
Halo effect: kernel and peripheral values......Page 57
Each brand needs a flagship product......Page 60
Advertising products through the brand prism......Page 62
Brands versus other signs of quality......Page 63
Obstacles to the implementation of branding......Page 64
Asia’s branding culture......Page 67
The benefits of being a brand: magazines as brands......Page 69
Differentiating a commodity by the brand......Page 70
Building a market leader without advertising: Jacob’s Creek wine......Page 73
Brand building: from product to values, and vice versa......Page 75
Are leading brands the best products or the best value curve?......Page 77
Backing the brand by a business model......Page 78
04 Brand diversity: how specific are different sectors?......Page 83
Luxury brands are specific......Page 84
Service brands......Page 90
The branding of nature......Page 92
Pharmaceutical brands......Page 94
Business-to-business brands......Page 99
The internet brand......Page 104
Country brands......Page 105
Thinking of towns as brands......Page 108
Universities and business schools are brands......Page 109
Thinking of celebrities as brands......Page 110
Evolution of the distributor’s brand......Page 113
Are they brands like the others?......Page 116
Why sell distributors’ brands?......Page 119
Should manufacturers produce goods for DOBs?......Page 120
The financial equation of the distributor’s brand......Page 121
The three stages of the distributors’ brand......Page 122
The case of Decathlon......Page 124
Factors in the success of distributors’ brands......Page 126
Launching a store brand: eight steps......Page 127
Optimizing the store brand marketing mix......Page 131
How trade brands become real brands......Page 132
When are more retail brands too much?......Page 133
Part Two The challenges of modern markets......Page 137
06 The new brand management......Page 139
The limits of a certain type of marketing......Page 140
The end of brands as we knew them......Page 141
What will tomorrow’s world be?......Page 142
What are tomorrow’s brands?......Page 144
The new key words of strategic brand management......Page 146
Targeting for the new strategic brand management......Page 148
From brand activation to brand activism......Page 150
Adapting to new market realities......Page 151
We have entered B to B to C marketing......Page 154
The power of business models......Page 155
Building the brand at contact points......Page 156
The enlarged scope of brand management......Page 157
Brands need brand content......Page 159
How co-branding grows the business......Page 161
Brand identity: a necessary concept......Page 167
Identity and positioning......Page 170
Why brands need identity and positioning......Page 172
The six facets of brand identity......Page 176
Sources of identity: brand DNA......Page 182
Building an inspiring brand platform......Page 188
What is wrong with current brand platforms?......Page 190
What should one expect from a brand platform?......Page 191
From brand platform to product lines......Page 194
Part Three Creating and sustaining brand equity......Page 197
Launching a brand and launching a product are not the same......Page 199
The economics of brand positioning......Page 200
Implementing the strategy: what flagship product?......Page 202
Choosing a name for a strong brand......Page 203
Building brand awareness......Page 206
Brand language and territory of communication......Page 208
Making creative 360° communications work for the brand at all contact points......Page 209
Building brand authority through opinion leaders and communities......Page 210
Growth through existing customers......Page 213
Line extensions: necessity and limits......Page 217
Growth through innovation......Page 219
What are the factors of success for innovations today?......Page 220
New lines and old lines: the virtuous circle......Page 222
Disrupting markets through value innovation: blue ocean......Page 223
Do blue ocean innovations really work?......Page 224
Managing fragmented markets......Page 227
Growth through cross-selling between brands......Page 228
Growth through internationalization......Page 229
10 Sustaining a brand long term......Page 231
Is there a brand life cycle?......Page 232
Resisting the low-cost revolution......Page 233
Nurturing the perceived difference......Page 234
Investing in media communication......Page 237
Facing hard-discount competition......Page 240
Suppressing unnecessary costs......Page 242
Fighting value destruction through education and innovation......Page 243
Creating entry barriers......Page 244
How to succeed in trading up......Page 247
Unlocking the secrets of super-premium brands......Page 250
Brand equity versus customer equity: one needs the other......Page 252
Sustaining proximity with trendsetters......Page 256
Should brands follow their customers?......Page 257
11 Brand and products: identity and change......Page 259
From reassurance to stimulation of desire......Page 260
Consistency is not mere repetition......Page 261
Brand and products: integration and differentiation......Page 262
Specialist brands and generalist brands......Page 264
Building the brand through coherence......Page 266
The three layers of a brand: kernel, codes and promises......Page 276
How each product builds the masterbrand......Page 277
12 Growth through brand extensions......Page 281
What is new about brand extensions?......Page 282
Brand or line extensions?......Page 283
The limits of the classical conception of a brand......Page 285
Why are brand extensions necessary?......Page 286
Building the brand through systematic extensions: Nivea......Page 288
Identifying potential extensions......Page 291
The economics of brand extension......Page 293
What is new on brand extension?......Page 297
How extensions impact the brand: a typology of effects......Page 303
Avoiding the risk of dilution......Page 304
Balancing identity and adaptation to the extension market segments......Page 307
Preparing the brand for remote extensions......Page 309
Practical framework for evaluating extensions......Page 311
Keys to successful brand extensions......Page 313
Succeeding at vertical brand stretching......Page 315
Is the market really attractive?......Page 317
Should we implement it alone? Partnerships and licences......Page 319
An extension-based business model: Virgin......Page 321
How execution kills a good idea: easyCar......Page 323
The key questions of brand architecture......Page 327
Type of brands......Page 329
The main types of brand architecture......Page 334
Choosing the appropriate branding strategy......Page 348
New trends in branding strategies......Page 352
Some classic dysfunctions......Page 354
What name for new products?......Page 355
B2B mixes organization, subsidiary and brand......Page 359
Corporate branding......Page 361
Corporate brands and product brands......Page 362
Why rationalize portfolios?......Page 365
From single to multiple brands: Michelin......Page 366
The benefits of multiple entries in a market......Page 368
Linking the brand portfolio to market segmentation......Page 369
Global portfolio strategy......Page 373
The case of industrial brand portfolios......Page 374
Linking the brand portfolio to the corporate strategy......Page 375
Key rules to manage a multi-brand portfolio......Page 377
The growing role of design in portfolio management......Page 379
Does the corporate organization match the brand portfolio?......Page 380
Auditing the portfolio strategically......Page 381
Portfolio management: allocating investments according to brand potential......Page 382
A local and global portfolio – Nestlé......Page 383
Brand deletion, business preservation......Page 384
Brand transfers are more than a name change......Page 385
Reasons for brand transfers......Page 386
The challenge of brand transfers......Page 387
When one should not switch......Page 388
When brand transfer fails......Page 389
Analysing best practices......Page 390
Transferring a service brand......Page 394
How soon after an acquisition should the name change?......Page 396
Managing resistance to change......Page 398
Factors of successful brand transfers......Page 400
Changing the corporate brand......Page 401
16 Brand turnaround and rejuvenation......Page 405
The decay of brand equity......Page 406
Factors of decline and deletion......Page 407
When a brand becomes generic......Page 410
Preventing the brand from ageing and deletion......Page 411
Revitalizing an old brand......Page 413
Growing older but not ageing......Page 419
From global to post-global......Page 423
The pendulum is swinging back to local......Page 426
Facing counterfeited products and logos......Page 427
Patterns of brand globalization......Page 428
Why globalize?......Page 431
The benefits of a global image......Page 433
Conditions favouring global brands......Page 436
Barriers to globalization......Page 438
Coping with local service......Page 440
Naming problems......Page 441
Achieving the delicate local–global balance......Page 442
Local brands can strike back......Page 444
The process of brand globalization......Page 447
Globalizing communications: processes and problems......Page 452
Making local brands converge......Page 454
Part Four Brand valuation......Page 457
18 Financial valuation and accounting for brands......Page 459
Accounting for brands: the debate......Page 460
What is financial brand equity?......Page 462
Evaluating brand valuation methods......Page 468
Brand valuation in practice......Page 478
The evaluation of complex cases......Page 482
What about the brand values published annually in the press?......Page 483
Unintended impact of the IFRS norms on brand valuations......Page 484
Financially evaluating the cost of an image prejudice......Page 485
Bibliography......Page 487
INDEX......Page 500