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• Online Resources
• Praise for Brand Management
• Preface
• Part I Foundations of Co-creating Brand Meaning
• 1 Brands and Branding
• Welcome to a Branded World
• What Is a Brand?
• Who Co-creates Brand Meaning?
• A Short History of Brand Management
• Five Key Principles of Co-creating Meaningful Brands
• Disciplinary Influences on Branding Theory and Practice
• Economics
• Law
• Psychology
• Anthropology and Sociology
• Business Studies
• Media Studies
• Creative Practice
• Can Everything Be Branded?
• Chapter Summary
• Case Example: The Canterbury Crusaders
• Further Reading
• 2 Understanding Brand Users
• Introduction
• Changes in Our Understanding of Users and Brands
• Eight Approaches to Brand Management
• The Value of Brands to Users
• What about B2B Users?
• Co-creation and the Centrality of Authenticity
• Real or Fake? Users Prefer the Seemingly Real
• Being Oneself vs. Fitting In: Why Users Seek Authentic Brands
• Being Authentic: Three Strategies for Brand Managers
• Is All Brand Consumption Driven by Identity?
• Chapter Summary
• Case Example: Whisper
• Further Reading
• 3 Brand Equity
• Introduction
• What Is Brand Equity?
• Internal Firm Benefits of Brands
• Building Brand Equity
• A Framework for Building Brand Equity
• Chapter Summary
• Case Example: Glossier
• Further Reading
• 4 Data, Insights, and Measurement
• Introduction
• How Do We Measure Brand Equity?
• Measuring Brand Awareness
• Measuring Brand Associations
• Qualitative Approaches
• Quantitative Approaches
• Customer-focused Measures of Brand Meaning
• User Engagement
• Sentiment Analysis
• Monitoring the Fringe
• Big Data: Opportunities and Pitfalls
• Measuring Brand Authenticity
• Chapter Summary
• Case Example: Trung Nguyên Legend
• Further Reading
• Part II Co-creating, Sustaining, Growing, and Renewing Brand Meaning
• 5 Creating New Brands
• Introduction
• “New to Firm” vs. “New to World”
• The Eight Steps of Brand Building
• Building Internal Support for Branding
• Building Brand Foundations
• Brand Launch and Assessment
• Positioning
• Frames of Reference for Positioning
• Engineering the Brand into the Marketing Mix (and Beyond)
• Chapter Summary
• Case Example: Magneto Magazine
• Further Reading
• 6 Brand Assets and Experiences
• Introduction
• Brand Assets
• What’s in a Name?
• Logos
• Taglines
• Characters
• Corporate Identity Systems
• Legal Protection
• Working with Creative Agencies
• Co-creating Consumer Experiences and Journeys
• Chapter Summary
• Case Example: Tony’s Chocolonely
• Further Reading
• 7 Brand Consistency
• Introduction
• The Value of Consistency
• Internal Consistency
• Three Internal–External Gaps to be Managed
• Brand Audit
• Internal Branding
• Communicating Externally
• Brand Storytelling
• Brand Building: Strategic Goals of Communications
• Integrated Marketing Communications
• Authenticating Strategies and Cues
• Chapter Summary
• Case Example: Yamaha
• Further Reading
• 8 Managing Brand Growth
• Introduction
• Exploiting the Brand
• Brand Extensions
• Unlocking the Success of Brand Extensions
• Why Not Develop a New Brand? Plusses and Minuses of Brand Extensions
• Co-branding
• Brand Architecture: Managing Brand Portfolios
• The Brand Relationship Spectrum
• The House of Brands
• A Branded House
• Hybrid Architectures
• Acquiring New Brands: Using Architecture to Bring Brands into the Fold
• Harvesting Brands
• Chapter Summary
• Case Example: Lovehoney’s Expansion through Extensions and Partnerships
• Further Reading
• 9 Brand Relevance
• Introduction
• Brand Equity: Balancing Relevance with Consistency
• Why Brand Managers Struggle with Relevance
• Brand Ambidexterity
• Design Thinking
• Innovating for Relevance: Three Strategic Pivots
• Pivot 1: Cultural Branding
• Pivot 2: Progressive Repositioning
• Pivot 3: Disruption
• Terminology: Repositioning, Revitalization, Refreshing, Relaunch?
• Chapter Summary
• Case Example: Ottobock’s Move from B2B to B2C
• Further Reading
• 10 Communal Branding
• Introduction
• What Is Communal Branding?
• Four Types of Communities
• Communal Branding Strategies
• Does Communal Branding Apply in B2B?
• Communal Branding Challenges
• Chapter Summary
• Case Example: Shatta Wale and the Movement
• Further Reading
• Part III Brand Management Challenges
• 11 Globalization and Branding
• Introduction
• What Is Global Branding?
• Globalization and Brand Strategy
• Glocalization and Brand Strategy
• Deterritorialization and Brand Strategy
• Reterritorialization: How Brands Craft Nation Identity
• Protecting the Brand: Counterfeiting and Co-creation
• Chapter Summary
• Case Example: Rebranding Holland as the Netherlands
• Further Reading
• 12 Ethics and Branding
• Introduction
• Brands and Ethics, Not as Easy as It Looks
• A Contextual Approach to Brand Ethics
• Managing Ethically: Brand Purpose and Brand Activism
• Ethical Challenges in Brand Co-creation
• Managing Brand Crisis
• Three Brand Authenticity Crises
• Chapter Summary
• Case Example: Shinola Detroit
• Further Reading
• References
• Index