Understanding Brands (Creating Success)

Contents......Page 6
Preface......Page 10
Part I Defining the brand – its purpose and its benefits......Page 12
From birth… to death?......Page 14
And into our own era…......Page 16
2 The brand as an emotional charge......Page 20
Types of emotional charge: a model for discussing brands......Page 21
Finding your level......Page 27
The virtuous circle......Page 32
Brand evolution and brand definition......Page 33
3 The brand as a personality......Page 36
Who is your brand?......Page 37
4 The brand as a mark of loyalty......Page 40
Customer expectations and loyalty......Page 41
5 The brand as evidence of your unique competitive advantage......Page 45
Brands need to be more than ‘surface fluff’......Page 47
6 The rise and rise of the retail brand......Page 48
The multifaceted brand......Page 50
7 The B2B and service brand – branding is not just for FMCG......Page 54
8 Valuing the brand – not just for the accountants......Page 62
Branding and profitability......Page 65
Part II Brand management – the strategy......Page 68
9 Business strategy – the brand in context......Page 70
Growth, branding and risk management: the brand halo......Page 71
Branding and value drivers – defining the brand......Page 74
10 Segmentation – a source of competitive advantage......Page 78
Novel segmentation......Page 82
11 Brand positioning – securing a place in the customer’s mind......Page 86
The process......Page 88
Repositioning......Page 97
The product life cycle......Page 102
Brand augmentation......Page 103
Brand extension......Page 104
13 Brand architecture – putting it all together......Page 106
The need for a variety ofarchitectures......Page 107
Product brands......Page 109
Validated identity brands......Page 110
Corporate brands......Page 112
Global or local brands?......Page 116
Part III Brand management – the implementation......Page 120
14 Building positive associations – the moments of truth......Page 122
What’s in a name?......Page 123
Logos and slogans......Page 126
Packaging – the Cinderella of branding......Page 128
Customer relationships......Page 129
Inventing new interactions and associations......Page 131
15 Advertising – not the whole story......Page 134
Why advertise?......Page 135
The problems with advertising…......Page 138
Right media, right execution......Page 140
Budgets – does it all come down to money?......Page 142
16 Briefing the agency – making sure it works for you......Page 145
17 The brand health check......Page 148
Contacting theauthor......Page 152