دانلود کتاب Strategic brand management: building, measuring, and managing brand equity

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Cover......Page 1
Contents......Page 10
Prologue: Branding Is Not Rocket Science......Page 20
Preface......Page 22
Acknowledgments......Page 27
About the Author......Page 29
Chapter 1 Brands and Brand Management......Page 30
Brand Elements......Page 31
Brands versus Products......Page 32
BRANDING BRIEF 1-1: Coca-Cola’s Branding Lesson......Page 33
Consumers......Page 35
Firms......Page 36
Can Anything Be Branded?......Page 37
Physical Goods......Page 38
BRANDING BRIEF 1-2: Branding Commodities......Page 39
THE SCIENCE OF BRANDING 1-1: Understanding Business-to-Business Branding......Page 41
THE SCIENCE OF BRANDING 1-2: Understanding High-Tech Branding......Page 42
Services......Page 43
Online Products and Services......Page 44
People and Organizations......Page 46
Sports, Arts, and Entertainment......Page 47
What Are the Strongest Brands?......Page 49
THE SCIENCE OF BRANDING 1-3: Understanding Market Leadership......Page 51
Savvy Customers......Page 53
Brand Proliferation......Page 55
Media Transformation......Page 56
Greater Accountability......Page 57
The Brand Equity Concept......Page 58
Designing and Implementing Brand Marketing Programs......Page 59
Growing and Sustaining Brand Equity......Page 61
BRAND FOCUS 1.0: History of Branding......Page 62
Notes......Page 65
Chapter 2 Customer-Based Brand Equity and Brand Positioning......Page 68
Defining Customer-Based Brand Equity......Page 69
Brand Equity as a Bridge......Page 71
Making a Brand Strong: Brand Knowledge......Page 72
THE SCIENCE OF BRANDING 2-1: Brand Critics......Page 73
Brand Awareness......Page 74
Brand Image......Page 77
Target Market......Page 80
Nature of Competition......Page 82
Points-of-Parity and Points-of-Difference......Page 83
Defining and Communicating the Competitive Frame of Reference......Page 86
Choosing Points-of-Difference......Page 88
Establishing Points-of-Parity and Points-of-Difference......Page 89
BRANDING BRIEF 2-1: Positioning Politicians......Page 90
Straddle Positions......Page 91
Updating Positioning over Time......Page 92
Brand Mantras......Page 94
BRANDING BRIEF 2-2: Nike Brand Mantra......Page 95
BRANDING BRIEF 2-3: Disney Brand Mantra......Page 96
Review......Page 98
BRAND FOCUS 2.0: The Marketing Advantages of Strong Brands......Page 99
Notes......Page 101
Chapter 3 Brand Resonance and the Brand Value Chain......Page 107
Brand Salience......Page 108
Brand Performance......Page 112
Brand Imagery......Page 114
THE SCIENCE OF BRANDING 3-1: Luxury Branding......Page 115
Brand Judgments......Page 118
Brand Feelings......Page 119
Brand Resonance......Page 121
Brand-Building Implications......Page 123
THE SCIENCE OF BRANDING 3-2: Putting Customers First......Page 127
The Brand Value Chain......Page 129
Value Stages......Page 130
Implications......Page 132
Review......Page 133
Customer Equity......Page 135
Notes......Page 139
Chapter 4 Choosing Brand Elements to Build Brand Equity......Page 142
Criteria for Choosing Brand Elements......Page 143
Likability......Page 144
Adaptability......Page 145
THE SCIENCE OF BRANDING 4-1: Counterfeit Business Is Booming......Page 147
Brand Names......Page 148
Logos and Symbols......Page 156
Characters......Page 157
Slogans......Page 159
BRANDING BRIEF 4-1: Updating the Disneyland Castle......Page 160
THE SCIENCE OF BRANDING 4-2: Balance Creative and Strategic Thinking to Create Great Characters......Page 161
BRANDING BRIEF 4-2: Benetton’s Brand Equity Management......Page 163
Packaging......Page 165
Putting It All Together......Page 168
BRANDING BRIEF 4-3: Do-Overs with Brand Makeovers......Page 169
THE SCIENCE OF BRANDING 4-3: The Psychology of Packaging......Page 170
Review......Page 171
BRAND FOCUS 4.0: Legal Branding Considerations......Page 172
Notes......Page 174
Chapter 5 Designing Marketing Programs to Build Brand Equity......Page 178
New Perspectives on Marketing......Page 179
Integrating Marketing......Page 180
Personalizing Marketing......Page 182
THE SCIENCE OF BRANDING 5-1: Making Sense Out of Brand Scents......Page 184
Reconciling the Different Marketing Approaches......Page 187
Aftermarketing......Page 188
Summary......Page 191
Consumer Price Perceptions......Page 192
THE SCIENCE OF BRANDING 5-2: Understanding Consumer Price Perceptions......Page 193
BRANDING BRIEF 5-1: Marlboro’s Price Drop......Page 194
Channel Design......Page 200
Indirect Channels......Page 202
Direct Channels......Page 206
BRANDING BRIEF 5-2: Goodyear’s Partnering Lessons......Page 207
Summary......Page 209
Discussion Questions......Page 210
BRAND FOCUS 5.0: Private-Label Strategies and Responses......Page 211
Notes......Page 213
Chapter 6 Integrating Marketing Communications to Build Brand Equity......Page 218
Preview......Page 219
Challenges in Designing Brand-Building Communications......Page 220
Advertising......Page 222
THE SCIENCE OF BRANDING 6-1: The Importance of Database Marketing......Page 230
Promotion......Page 233
Online Marketing Communications......Page 237
Events and Experiences......Page 240
BRANDING BRIEF 6-1: Tough Mudder: The Toughest Event on the Planet......Page 243
Mobile Marketing......Page 245
Word-of-Mouth......Page 247
Developing Integrated Marketing Communication Programs......Page 248
Criteria for IMC Programs......Page 249
Using IMC Choice Criteria......Page 251
THE SCIENCE OF BRANDING 6-2: Coordinating Media to Build Brand Equity......Page 252
Review......Page 253
Discussion Questions......Page 254
BRAND FOCUS 6.0: Empirical Generalizations in Advertising......Page 255
Notes......Page 256
Chapter 7 Leveraging Secondary Brand Associations to Build Brand Equity......Page 260
Preview......Page 261
Effects on Existing Brand Knowledge......Page 262
Guidelines......Page 263
Company......Page 264
BRANDING BRIEF 7-1: IBM Promotes a Smarter Planet......Page 265
Country of Origin and Other Geographic Areas......Page 267
BRANDING BRIEF 7-2: Selling Brands the New Zealand Way......Page 269
Co-Branding......Page 270
THE SCIENCE OF BRANDING 7-1: Understanding Retailers’ Brand Images......Page 271
Guidelines......Page 272
Ingredient Branding......Page 273
THE SCIENCE OF BRANDING 7-2: Understanding Brand Alliances......Page 274
Licensing......Page 276
BRANDING BRIEF 7-3: Ingredient Branding the DuPont Way......Page 277
Celebrity Endorsement......Page 279
Potential Problems......Page 280
Guidelines......Page 282
Sporting, Cultural, or Other Events......Page 283
BRANDING BRIEF 7-4: Managing a Person Brand......Page 284
Third-Party Sources......Page 285
Review......Page 286
BRAND FOCUS 7.0: Going for Corporate Gold at the Olympics......Page 287
Notes......Page 289
Chapter 8 Developing a Brand Equity Measurement and Management System......Page 292
The New Accountability......Page 293
Conducting Brand Audits......Page 294
Brand Inventory......Page 295
Brand Exploratory......Page 296
Brand Positioning and the Supporting Marketing Program......Page 299
THE SCIENCE OF BRANDING 8-1: The Role of Brand Personas......Page 300
What to Track......Page 301
BRANDING BRIEF 8-1: Sample Brand Tracking Survey......Page 302
How to Conduct Tracking Studies......Page 304
Establishing a Brand Equity Management System......Page 306
BRANDING BRIEF 8-2: Understanding and Managing the Mayo Clinic Brand......Page 307
Brand Charter......Page 308
Brand Equity Report......Page 309
Brand Equity Responsibilities......Page 310
THE SCIENCE OF BRANDING 8-2: Maximizing Internal Branding......Page 311
BRANDING BRIEF 8-3: How Good Is Your Marketing? Rating a Firm’s Marketing Assessment System......Page 313
Review......Page 315
BRAND FOCUS 8.0: Rolex Brand Audit......Page 316
Notes......Page 323
Chapter 9 Measuring Sources of Brand Equity: Capturing Customer Mind-Set......Page 325
Qualitative Research Techniques......Page 326
Free Association......Page 327
Projective Techniques......Page 329
BRANDING BRIEF 9-2: Once Upon a Time . . . You Were What You Cooked......Page 330
Zaltman Metaphor Elicitation Technique......Page 331
BRANDING BRIEF 9-3: Gordon Ramsay......Page 332
Neural Research Methods......Page 333
Brand Personality and Values......Page 334
Ethnographic and Experiential Methods......Page 335
BRANDING BRIEF 9-4: Making the Most of Consumer Insights......Page 336
Quantitative Research Techniques......Page 339
Brand Awareness......Page 340
Brand Image......Page 343
THE SCIENCE OF BRANDING 9-1: Understanding Categorical Brand Recall......Page 344
Brand Responses......Page 345
Brand Relationships......Page 347
THE SCIENCE OF BRANDING 9-2: Understanding Brand Engagement......Page 350
BrandDynamics......Page 352
Review......Page 353
BRAND FOCUS 9.0: Young & Rubicam’s BrandAsset Valuator......Page 354
Notes......Page 360
Chapter 10 Measuring Outcomes of Brand Equity: Capturing Market Performance......Page 363
Preview......Page 364
Brand-Based Comparative Approaches......Page 365
Marketing-Based Comparative Approaches......Page 366
Conjoint Analysis......Page 368
Holistic Methods......Page 369
Residual Approaches......Page 370
Valuation Approaches......Page 372
THE SCIENCE OF BRANDING 10-1: The Prophet Brand Valuation Methodology......Page 376
BRANDING BRIEF 10-1: Beauty Is in the Eye of the Beholder......Page 379
Review......Page 380
BRAND FOCUS 10.0: Branding and Finance......Page 381
Notes......Page 383
Chapter 11 Designing and Implementing Brand Architecture Strategies......Page 386
Step 1: Defining Brand Potential......Page 387
THE SCIENCE OF BRANDING 11-1: The Brand–Product Matrix......Page 388
THE SCIENCE OF BRANDING 11-2: Capitalizing on Brand Potential......Page 391
Step 3: Branding New Products and Services......Page 393
Brand Portfolios......Page 394
BRANDING BRIEF 11-1: Expanding the Marriott Brand......Page 397
Levels of a Brand Hierarchy......Page 399
Designing a Brand Hierarchy......Page 401
BRANDING BRIEF 11-2: Netflix Branding Stumbles......Page 402
Corporate Branding......Page 409
Corporate Image Dimensions......Page 410
BRANDING BRIEF 11-3: Corporate Reputations: The Most Admired U.S. Companies......Page 411
BRANDING BRIEF 11-4: Corporate Innovation at 31M......Page 413
Managing the Corporate Brand......Page 415
Brand Architecture Guidelines......Page 422
Review......Page 423
BRAND FOCUS 11.0: Cause Marketing......Page 424
Notes......Page 427
Chapter 12 Introducing and Naming New Products and Brand Extensions......Page 432
New Products and Brand Extensions......Page 433
BRANDING BRIEF 12-1: Growing the McDonald’s Brand......Page 435
Advantages of Extensions......Page 436
Facilitate New-Product Acceptance......Page 437
Provide Feedback Benefits to the Parent Brand......Page 439
Can Confuse or Frustrate Consumers......Page 442
Can Fail and Hurt Parent Brand Image......Page 443
THE SCIENCE OF BRANDING 12-1: When Is Variety a Bad Thing?......Page 444
Can Succeed but Diminish Identification with Any One Category......Page 445
BRANDING BRIEF 12-2: Are There Any Boundaries to the Virgin Brand Name?......Page 446
Can Cause the Company to Forgo the Chance to Develop a New Brand......Page 447
Understanding How Consumers Evaluate Brand Extensions......Page 448
Brand Extensions and Brand Equity......Page 449
Vertical Brand Extensions......Page 452
Define Actual and Desired Consumer Knowledge about the Brand......Page 453
BRANDING BRIEF 12-3: Mambo Extends Its Brand......Page 454
Evaluate the Potential of the Extension Candidate......Page 455
Design Marketing Programs to Launch Extension......Page 458
Evaluate Extension Success and Effects on Parent Brand Equity......Page 459
Extension Guidelines Based on Academic Research......Page 460
Discussion Questions......Page 470
BRAND FOCUS 12.0: Scoring Brand Extensions......Page 471
Notes......Page 472
Chapter 13 Managing Brands Over Time......Page 478
Preview......Page 479
Reinforcing Brands......Page 480
Maintaining Brand Consistency......Page 481
Protecting Sources of Brand Equity......Page 483
Fine-Tuning the Supporting Marketing Program......Page 485
BRANDING BRIEF 13-1: Razor-Sharp Branding at Gillette......Page 488
Revitalizing Brands......Page 491
BRANDING BRIEF 13-2: Remaking Burberry’s Image......Page 493
BRANDING BRIEF 13-3: Harley-Davidson Motor Company......Page 494
BRANDING BRIEF 13-4: A New Morning for Mountain Dew......Page 495
Expanding Brand Awareness......Page 496
Improving Brand Image......Page 498
Acquiring New Customers......Page 500
Retiring Brands......Page 501
Review......Page 503
BRAND FOCUS 13.0: Responding to a Brand Crisis......Page 505
Notes......Page 508
Chapter 14 Managing Brands Over Geographic Boundaries and Market Segments......Page 510
Regional Market Segments......Page 511
Other Demographic and Cultural Segments......Page 512
Rationale for Going International......Page 513
BRANDING BRIEF 14-1: Marketing to African Americans......Page 514
Economies of Scale in Production and Distribution......Page 515
Uniformity of Marketing Practices......Page 516
Differences in Consumer Response to Branding Elements......Page 517
Differences in Consumer Responses to Marketing Mix Elements......Page 518
Differences in Administrative Procedures......Page 519
Global Brand Equity......Page 520
Global Brand Positioning......Page 521
Standardization and Customization......Page 522
BRANDING BRIEF 14-2: Coca-Cola Becomes the Quintessential Global Brand......Page 523
BRANDING BRIEF 14-3: UPS’s European Express......Page 525
Developing versus Developed Markets......Page 529
1. Understand Similarities and Differences in the Global Branding Landscape......Page 530
2. Don’t Take Shortcuts in Brand Building......Page 531
3. Establish Marketing Infrastructure......Page 532
5. Cultivate Brand Partnerships......Page 533
6. Balance Standardization and Customization......Page 534
BRANDING BRIEF 14-4: Managing Global Nestlé Brands......Page 535
7. Balance Global and Local Control......Page 536
8. Establish Operable Guidelines......Page 537
10. Leverage Brand Elements......Page 538
THE SCIENCE OF BRANDING 14-1: Brand Recall and Language......Page 539
Review......Page 540
BRAND FOCUS 14.0: China Global Brand Ambitions......Page 542
Notes......Page 544
Chapter 15 Closing Observations......Page 548
Summary of Customer-Based Brand Equity Framework......Page 549
Tactical Guidelines......Page 551
What Makes a Strong Brand?......Page 555
BRANDING BRIEF 15-1: The Brand Report Card......Page 556
1. Fully and Accurately Factor the Consumer into the Branding Equation......Page 557
BRANDING BRIEF 15-2: Reinvigorating Branding at Procter & Gamble......Page 559
2. Go Beyond Product Performance and Rational Benefits......Page 561
3. Make the Whole of the Marketing Program Greater Than the Sum of the Parts......Page 562
4. Understand Where You Can Take a Brand (and How)......Page 564
5. Do the “Right Thing” with Brands......Page 566
Finding the Branding Sweet Spot......Page 567
Review......Page 568
BRAND FOCUS 15.0: Special Applications......Page 569
Notes......Page 574
Epilogue......Page 576
B......Page 578
C......Page 582
D......Page 583
G......Page 584
J......Page 585
M......Page 586
O......Page 587
P......Page 588
S......Page 589
U......Page 590
Z......Page 591