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Strategic Brand Management: A European Perspective [Paperback]

Dr Kevin Lane Keller , Dr Tony Aperia , Mats Georgson
4.8 out of 5 stars  See all reviews (20 customer reviews)
Price: £59.99 Eligible for FREE UK Delivery Details
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Table of Contents

Table of Contents

 

Guided tour

Preface

About the authors

Authors’ acknowledgements

Publisher’s acknowledgements

 

1 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 questionsReferences and notes

 

2 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 brand value

Chapter review

Discussion questions

References and notes

 

3 Brand positioning

Preview

Identifying and establishing brand positioning

Positioning guidelines

Defining and establishing brand mantras

Chapter review

Discussion questions

References and notes

 

4 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

 

5 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

 

6 Integrating marketing campaigns to build brand equity

Preview

New media

Overview of marketing communication options

Developing integrated marketing communication campaigns

Chapter review

Discussion questions

References and notes

 

7 Using secondary brand associations to build brand equity

Preview

Conceptualising the process

Company

Country of origin and other geographical areas

Channels of distribution

Co-branding

Licensing

Celebrity endorsement

Sporting, cultural and other events

Third-party sources

Chapter review

Discussion questions

References and notes

 

8 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

 

9 Measuring sources of brand equity: capturing the customer mindset

Preview

Qualitative research techniques

Zaltman Metaphor Elicitation Technique

Quantitative researchtechniques

Comprehensive models of consumer-based equity

Chapter review

Discussion questions

References and notes

 

10 Measuring outcomes of brand equity: capturing market performance

Preview

Comparative methods

Holistic methods

Chapter review

Discussion questions

References and notes

 

11 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

 

12 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 built on academic research

Chapter review

Discussion questions

References and notes

13 Managing brands over time

Preview

Reinforcing brands

Revitalizing brands

Adjustments to the brand portfolio

Chapter review

Discussion questions

References and notes

 

14 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 customisation

Global brand strategy

Building global customer-based brand equity

Chapter review

Discussion questions

References and notes

 

15 Closing observations

Preview

Strategic brand management guidelines

What makes a strong brand?

Special applications

Future brand priorities

Chapter review

Discussion questions

References and notes

 

 

 

 

 

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