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• 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