| Description |
1 online resource (591 pages) |
| Series |
Always learning |
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Always learning
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| Contents |
Cover -- Contents -- Prologue: Branding Is Not Rocket Science -- Preface -- Acknowledgments -- About the Author -- 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? -- Physical Goods -- BRANDING BRIEF 1-2: Branding Commodities -- THE SCIENCE OF BRANDING 1-1: Understanding Business-to-Business Branding -- THE SCIENCE OF BRANDING 1-2: Understanding High-Tech Branding -- Services -- Retailers and Distributors -- Online Products and Services -- People and Organizations -- Sports, Arts, and Entertainment -- BRANDING BRIEF 1-3: Place Branding -- Geographic Locations -- Ideas and Causes -- What Are the Strongest Brands? -- THE SCIENCE OF BRANDING 1-3: Understanding Market Leadership -- Branding Challenges and Opportunities -- Savvy Customers -- Economic Downturns -- Brand Proliferation -- THE SCIENCE OF BRANDING 1-4: Marketing Brands in a Recession -- Media Transformation -- Increased Competition -- Increased Costs -- Greater Accountability -- 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: History of Branding -- 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 -- THE SCIENCE OF BRANDING 2-1: Brand Critics -- Sources of Brand Equity -- Brand Awareness -- Brand Image |
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Identifying and Establishing Brand Positioning -- Basic Concepts -- Target Market -- Nature of Competition -- Points-of-Parity and Points-of-Difference -- Positioning Guidelines -- Defining and Communicating the Competitive Frame of Reference -- Choosing Points-of-Difference -- Establishing Points-of-Parity and Points-of-Difference -- BRANDING BRIEF 2-1: Positioning Politicians -- Straddle Positions -- Updating Positioning over Time -- Developing a Good Positioning -- Defining a Brand Mantra -- Brand Mantras -- BRANDING BRIEF 2-2: Nike Brand Mantra -- BRANDING BRIEF 2-3: 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: Luxury Branding -- Brand Judgments -- Brand Feelings -- Brand Resonance -- BRANDING BRIEF 3-1: Building Brand Communities -- Brand-Building Implications -- THE SCIENCE OF BRANDING 3-2: Putting Customers First -- The Brand Value Chain -- Value Stages -- Implications -- Review -- Discussion Questions -- BRAND FOCUS 3.0: Creating Customer Value -- Customer Equity -- 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 -- Slogans -- BRANDING BRIEF 4-1: Updating the Disneyland Castle |
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THE SCIENCE OF BRANDING 4-2: Balance Creative and Strategic Thinking to Create Great Characters -- BRANDING BRIEF 4-2: Benetton's Brand Equity Management -- Jingles -- Packaging -- Putting It All Together -- BRANDING BRIEF 4-3: Do-Overs with Brand Makeovers -- THE SCIENCE OF BRANDING 4-3: The Psychology of Packaging -- 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 -- Personalizing Marketing -- THE SCIENCE OF BRANDING 5-1: Making Sense Out of Brand Scents -- Reconciling the Different Marketing Approaches -- Product Strategy -- Perceived Quality -- Aftermarketing -- Summary -- Pricing Strategy -- Consumer Price Perceptions -- THE SCIENCE OF BRANDING 5-2: Understanding Consumer Price Perceptions -- Setting Prices to Build Brand Equity -- BRANDING BRIEF 5-1: Marlboro's Price Drop -- Summary -- Channel Strategy -- Channel Design -- Indirect Channels -- Direct Channels -- BRANDING BRIEF 5-2: Goodyear's Partnering Lessons -- 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 -- Four 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: Tough Mudder: The Toughest Event on the Planet -- Mobile Marketing -- Brand Amplifiers -- Public Relations and Publicity -- Word-of-Mouth -- Developing Integrated Marketing Communication Programs |
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Criteria for IMC Programs -- Using IMC Choice Criteria -- THE SCIENCE OF BRANDING 6-2: Coordinating Media to Build Brand Equity -- Review -- Discussion Questions -- BRAND FOCUS 6.0: Empirical Generalizations in Advertising -- Notes -- Chapter 7 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 7-1: IBM Promotes a Smarter Planet -- Country of Origin and Other Geographic Areas -- BRANDING BRIEF 7-2: Selling Brands the New Zealand Way -- Channels of Distribution -- Co-Branding -- THE SCIENCE OF BRANDING 7-1: Understanding Retailers' Brand Images -- Guidelines -- Ingredient Branding -- THE SCIENCE OF BRANDING 7-2: Understanding Brand Alliances -- Licensing -- BRANDING BRIEF 7-3: Ingredient Branding the DuPont Way -- Guidelines -- Celebrity Endorsement -- Potential Problems -- Guidelines -- Sporting, Cultural, or Other Events -- BRANDING BRIEF 7-4: Managing a Person Brand -- Third-Party Sources -- Review -- Discussion Questions -- BRAND FOCUS 7.0: Going for Corporate Gold at the Olympics -- Notes -- PART IV: Measuring and Interpreting Brand Performance -- Chapter 8 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 8-1: The Role of Brand Personas -- Designing Brand Tracking Studies -- What to Track -- BRANDING BRIEF 8-1: Sample Brand Tracking Survey -- How to Conduct Tracking Studies -- How to Interpret Tracking Studies -- Establishing a Brand Equity Management System -- BRANDING BRIEF 8-2: Understanding and Managing the Mayo Clinic Brand -- Brand Charter -- Brand Equity Report |
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Brand Equity Responsibilities -- THE SCIENCE OF BRANDING 8-2: Maximizing Internal Branding -- BRANDING BRIEF 8-3: How Good Is Your Marketing? Rating a Firm's Marketing Assessment System -- Review -- Discussion Questions -- BRAND FOCUS 8.0: Rolex Brand Audit -- Notes -- Chapter 9 Measuring Sources of Brand Equity: Capturing Customer Mind-Set -- Preview -- Qualitative Research Techniques -- BRANDING BRIEF 9-1: Digging Beneath the Surface to Understand Consumer Behavior -- Free Association -- Projective Techniques -- BRANDING BRIEF 9-2: Once Upon a Time ... You Were What You Cooked -- Zaltman Metaphor Elicitation Technique -- BRANDING BRIEF 9-3: Gordon Ramsay -- Neural Research Methods -- Brand Personality and Values -- Ethnographic and Experiential Methods -- BRANDING BRIEF 9-4: Making the Most of Consumer Insights -- Summary -- Quantitative Research Techniques -- Brand Awareness -- Brand Image -- THE SCIENCE OF BRANDING 9-1: Understanding Categorical Brand Recall -- Brand Responses -- Brand Relationships -- THE SCIENCE OF BRANDING 9-2: Understanding Brand Engagement -- Comprehensive Models of Consumer-Based Brand Equity -- BrandDynamics -- Relationship to the CBBE Model -- Review -- Discussion Questions -- BRAND FOCUS 9.0: Young & Rubicam's BrandAsset Valuator -- Notes -- Chapter 10 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 -- THE SCIENCE OF BRANDING 10-1: The Prophet Brand Valuation Methodology -- BRANDING BRIEF 10-1: Beauty Is in the Eye of the Beholder -- Review -- Discussion Questions -- BRAND FOCUS 10.0: Branding and Finance -- Notes -- PART V: Growing and Sustaining Brand Equity |
| Summary |
For students, managers and senior executives studying Brand Management. Keller's market leading strategic brand management book provides insights into profitable brand strategies by building, measuring, and managing brand equity. The Global Edition strengthens relevance by using locally applicable examples that include Scoot, Hyundai, Etisalat, Qantas, Uniqlo, Mambo. This Global Edition has been edited to include enhancements making it more relevant to students outside the United States. The editorial team at Pearson has worked closely with educators around the globe to include |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Chapter 11 Designing and Implementing Brand Architecture Strategies |
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Publisher supplied metadata and other sources |
| Subject |
Brand name products -- Management
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Brand name products -- Management
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| Form |
Electronic book
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| ISBN |
9780273780045 |
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0273780042 |
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