Efnisyfirlit

• Half Title Page
• Title Page
• Copyright Page
• Contents
• Preface
• 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: SoftBank’s Otosan, the Talking Dog
      • 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
    • Three 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
    • 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: Mambo 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 Findi
    • 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
      • Distribution 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

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