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• Strategic Brand Management
• Contents
• Guided tour
• Preface
• About the authors
• Authors’ acknowledgements
• Publisher’s acknowledgements
• Part I Opening perspectives
• Brands and brand management
• Preview
• What is a brand?
• Why do brands matter?
• Can anything be branded?
• What are the strongest brands?
• Branding challenges and opportunities
• The brand equity concept
• Strategic brand management process
• Chapter review
• Discussion questions
• References and notes
• Part II Identifying and establishing brand positioning and values
• Customer-based brand equity
• Preview
• Customer-based brand equity
• Making a brand strong: brand knowledge
• Sources of brand equity
• Four steps to building a brand
• Brand building blocks
• Creating customer value
• Chapter review
• Discussion questions
• References and notes
• Brand positioning
• Preview
• Identifying and establishing brand positioning
• Positioning guidelines
• Defining and establishing brand mantras
• Chapter review
• Discussion questions
• References and notes
• Part III Planning and implementing the brand marketing programme
• Choosing brand elements to build brand equity
• Preview
• Criteria for choosing brand elements
• Options and tactics for brand elements
• Putting it all together
• Chapter review
• Discussion questions
• References and notes
• Designing marketing campaigns to build brand equity
• Preview
• New perspectives on marketing
• Product strategy
• Pricing strategy
• Channel strategy
• Chapter review
• Discussion questions
• References and notes
• Integrating marketing communications to build brand equity
• Preview
• New media
• Overview of marketing communication options
• Developing integrated marketing communication campaigns
• Chapter review
• Discussion questions
• References and notes
• Using secondary brand associations to build brand equity
• Preview
• Conceptualizing the process
• Company
• Country of origin and other geographic areas
• Channels of distribution
• Co-branding
• Licensing
• Celebrity endorsement
• Sporting, cultural and other events
• Third-party sources
• Chapter review
• Discussion questions
• References and notes
• Part IV Measuring and interpreting brand performance
• Developing a brand equity measurement and management system
• Preview
• The new accountability
• The brand value chain
• Brand audits
• Designing brand tracking studies
• Establishing a brand equity management system
• Chapter review
• Discussion questions
• References and notes
• Measuring sources of brand equity: capturing the customer mindset
• Preview
• Qualitative research techniques
• Zaltman Metaphor Elicitation Technique
• Quantitative research techniques
• Comprehensive models of consumer-based brand equity
• Chapter review
• Discussion questions
• References and notes
• Measuring outcomes of brand equity: capturing market performance
• Preview
• Comparative methods
• Holistic methods
• Chapter review
• Discussion questions
• References and notes
• Part V Growing and sustaining brand equity
• Designing and implementing branding strategies
• Preview
• Brand architecture
• Brand hierarchy
• Designing a branding strategy
• Using cause marketing to build brand equity
• Chapter review
• Discussion questions
• References and notes
• Introducing and naming products and brand extensions
• Preview
• New products and brand extensions
• Advantages of extensions
• Disadvantages of brand extensions
• Understanding how consumers evaluate brand extensions
• Evaluating brand extension opportunities
• Extension guidelines based on academic research
• Chapter review
• Discussion questions
• References and notes
• Managing brands over time
• Preview
• Reinforcing brands
• Revitalizing brands
• Adjustments to the brand portfolio
• Chapter review
• Discussion questions
• References and notes
• Managing brands over geographic boundaries and market segments
• Preview
• Rationale for going international
• Advantages of global marketing campaigns
• Disadvantages of global marketing campaigns
• Standardization versus customization
• Global brand strategy
• Building global customer-based brand equity
• Chapter review
• Discussion questions
• References and notes
• Part VI Closing perspectives
• Closing observations
• Preview
• Strategic brand management guidelines
• What makes a strong brand?
• Special applications
• Future brand priorities
• Chapter review
• Discussion questions
• References and notes
• Index
• Back Cover