The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term (New Strategic Brand Management: Creating & Sustaining Brand Equity)

Contents......Page 6
Figures......Page 10
Tables......Page 13
Preface to the fourth edition......Page 15
Introduction: Building the brand when the clients are empowered......Page 18
Part One: Why is branding so strategic?......Page 24
What is a brand?......Page 26
Differentiating between brand assets, strength and value......Page 30
Tracking brand equity......Page 32
Goodwill: the convergence of finance and marketing......Page 35
How brands create value for the customer......Page 36
How brands create value for the company......Page 40
Corporate reputation and the corporate brand......Page 43
What does branding really mean?......Page 48
Permanently nurturing the difference......Page 52
Brands act as a genetic programme......Page 53
Respect the brand ‘contract’......Page 55
The product and the brand......Page 56
Each brand needs a flagship product......Page 58
Advertising products through the brand prism......Page 59
Brands and other signs of quality......Page 61
Obstacles to the implications of branding......Page 62
Are brands for all companies?......Page 68
Building a market leader without advertising......Page 69
Brand building: from product to values, and vice versa......Page 72
Are leading brands the best products or the best value?......Page 74
Breaking the rule and acting fast......Page 75
Comparing brand and business models: cola drinks......Page 76
4. From private labels to store brands......Page 82
Evolution of the distributor’s brand......Page 83
Are they brands like the others?......Page 86
Why have distributors’ brands?......Page 91
The financial equation of the distributor’s brand......Page 92
The three stages of the distributor’s brand......Page 94
The case of Decathlon......Page 96
Factors in the success of distributors’ brands......Page 99
Optimising the DOB marketing mix......Page 101
The real brand issue for distributors......Page 102
Competing against distributors’ brands......Page 104
Facing the low-cost revolution......Page 107
Should manufacturers produce goods for DOBs?......Page 110
Luxury, brand and griffe......Page 112
Service brands......Page 120
Brand and nature: fresh produce......Page 123
Pharmaceutical brands......Page 125
The business-to-business brand......Page 130
The internet brand......Page 136
Country brands......Page 140
Thinking of towns as brands......Page 142
Universities and business schools are brands......Page 145
Thinking of celebrities as brands......Page 148
Thinking of television programmes as brands......Page 149
Part Two: The challenges of modern markets......Page 152
6. The new rules of brand management......Page 154
The limits of a certain type of marketing......Page 156
About brand equity......Page 158
The new brand realities......Page 161
We have entered the B to B to C phase......Page 169
Brand or business model power?......Page 170
Building the brand in reverse?......Page 171
The power of passions......Page 172
Beginning with the strong 360° experience......Page 173
The company must be more human, more open......Page 175
Experimenting for more efficiency......Page 176
The enlarged scope of brand management......Page 177
Licensing: a strategic lever......Page 181
How co-branding grows the business......Page 183
Brand identity: a necessary concept......Page 188
Identity and positioning......Page 192
Why brands need identity and positioning......Page 195
The six facets of brand identity......Page 199
Sources of identity: brand DNA......Page 205
Brand essence......Page 214
Part Three: Creating and sustaining brand equity......Page 218
Launching a brand and launching a product are not the same......Page 220
Defining the brand’s platform......Page 221
The process of brand positioning......Page 224
Determining the flagship product......Page 226
Brand language and territory of communication......Page 227
Choosing a name for a strong brand......Page 228
Making creative 360° communications work for the brand......Page 231
Building brand foundations through opinion leaders and communities......Page 232
Growth through existing customers......Page 236
Line extensions: necessity and limits......Page 240
Growth through innovation......Page 244
Disrupting markets through value innovation......Page 247
Managing fragmented markets......Page 249
Growth through internationalisation......Page 251
10. Sustaining a brand long term......Page 254
Is there a brand life cycle?......Page 255
Nurturing a perceived difference......Page 257
Investing in communication......Page 260
No one is free from price comparisons......Page 262
Branding is an art at retail......Page 264
Creating entry barriers......Page 265
Defending against brand counterfeiting......Page 267
Brand equity versus customer equity: one needs the other......Page 269
Sustaining proximity with influencers......Page 277
Should all brands follow their customers?......Page 279
Reinventing the brand: Salomon......Page 280
11. Adapting to the market: identity and change......Page 286
Bigger or better brands?......Page 287
From reassurance to stimulation......Page 288
Consistency is not mere repetition......Page 289
Brand and products: integration and differentiation......Page 290
Specialist brands and generalist brands......Page 292
Building the brand through coherence......Page 296
The three layers of a brand: kernel, codes and promises......Page 307
Respecting the brand DNA......Page 309
Managing two levels of branding......Page 310
12. Growth through brand extensions......Page 312
What is new about brand extensions?......Page 313
Brand or line extensions?......Page 315
The limits of the classical conception of a brand......Page 317
Why are brand extensionsnecessary?......Page 320
Building the brand through systematic extensions: Nivea......Page 323
Extending the brand to internationalise it......Page 326
Identifying potential extensions......Page 327
The economics of brand extension......Page 329
What research tells us about brand extensions......Page 333
How extensions impact the brand: a typology......Page 341
Avoiding the risk of dilution......Page 343
Balancing identity and adaptation to the extension market segments......Page 347
Assessing what should not change: the brand kernel......Page 349
Preparing the brand for remote extensions......Page 350
Keys to successful brand extensions......Page 353
Is the market really attractive?......Page 357
An extension-based business model: Virgin......Page 359
How execution kills a good idea: easyCar......Page 362
The key questions of brand architecture......Page 364
Type and role of brands......Page 366
The main types of brand architecture......Page 373
Choosing the appropriate branding strategy......Page 389
New trends in branding strategies......Page 393
Some classic dysfunctions......Page 396
What name for new products?......Page 398
Group and corporate brands......Page 402
Corporate brands and product brands......Page 405
14. Multi-brand portfolios......Page 408
Inherited complex portfolios......Page 409
From single to multiple brands: Michelin......Page 410
The benefits of multiple entries......Page 412
Linking the portfolio to segmentation......Page 413
Global portfolio strategy......Page 418
The case of industrial brand portfolios......Page 419
Linking the brand portfolio to the corporate strategy......Page 422
Key rules to manage a multi-brand portfolio......Page 423
The growing role of design in portfolio management......Page 426
Does the corporate organisation match the brand portfolio?......Page 427
Auditing the portfolio strategically......Page 428
A local and global portfolio – Nestlé......Page 430
Brand transfers are more than a name change......Page 432
Reasons for brand transfers......Page 433
The challenge of brand transfers......Page 435
When one should not switch......Page 436
When brand transfer fails......Page 437
Analysing best practices......Page 438
Transferring a service brand......Page 443
How soon after an acquisition should transfer take place?......Page 445
Managing resistance to change......Page 448
Factors of successful brand transfers......Page 450
Changing the corporate brand......Page 452
16. Brand turnaround and rejuvenation......Page 454
The decay of brand equity......Page 455
The factors of decline......Page 456
Distribution factors......Page 459
Preventing the brand from ageing......Page 460
Rejuvenating a brand......Page 462
Growing older but not ageing......Page 467
17. Managing global brands......Page 472
The latest on globalisation......Page 473
Patterns of brand globalisation......Page 476
Why globalise?......Page 478
The benefits of a global image......Page 483
Conditions favouring global brands......Page 485
The excess of globalisation......Page 487
Barriers to globalisation......Page 488
Coping with local diversity......Page 490
Building the brand in emerging countries......Page 495
Naming problems......Page 496
Achieving the delicate local–global balance......Page 497
Being perceived as local: the new ideal of global brands?......Page 500
Local brands can strike back......Page 502
The process of brand globalisation......Page 504
Globalising communications: processes and problems......Page 512
Making local brands converge......Page 515
Part Four: Brand valuation......Page 518
18. Financial valuation and accounting for brands......Page 520
Accounting for brands: the debate......Page 521
What is financial brand equity?......Page 524
Evaluating brand valuation methods......Page 530
Brand valuation in practice......Page 542
The evaluation of complex cases......Page 545
What about the brand values published annually in the press?......Page 546
Bibliography......Page 548
Index......Page 562