PART Ⅰ OPENING PERSPECTIVES

CHAPTER 1 Introduction

Preview

What Is a Brand?

Brands versus Products

Why Do Brands Matter？

Consumers

Firms

Can Anything Be Branded？

Physical Goods

Services

Retailers and Distributors

People and Organizations

Sports，Art，and Entertainment

Geographical Locations

Examples of Strong Brands

Historical Origins of Branding

Emergence of National Manufacturer Brands：1860-1914

Dominance of Mass Marketed Brands：1915-1929

Challenges to Manufacturer Brands：1930-1945

Establishment of Brand Management Standards：1946-1985

New Branding Challenges and Opportunities：1986-Present

Purpose of the Book

Review

Discussion Questions

CHAPTER 2 Brand Equity

Preview

Concept of Brand Equity

Customer-Based Brand Equity

Brand Knowledge

Sources of Brand Equity

Brand Awareness

Brand Image

Benefits from Brand Equity

Greater Loyalty and Less Vulnerability to Competitive Marketing Actions and Crises

Larger Margins

Greater Trade Cooperation and Support

Increased Marketing Communication Effectiveness

Possible Licensing Opportunities

Additional Brand Extension Opportunities

Other Benefits

Customer-Based Brand Equity Framework

Building Brand Equity

Measuring Brand Equity

Managing Brand Equity

Review

Organization of the Book

Discussion Questions

PART Ⅱ BUILDING BRAND EQUITY

CHAPTER 3 Brand Knowledge Structures

Preview

Brand Awareness

Types of Brand Awareness

Consequences of Brand Awareness

Establishing Brand Awareness

Brand Image

Types of Brand Associations

Strength of Brand Associations

Favorability of Brand Associations

Uniqueness of Brand Associations

Determining the Desired Brand Knowledge Structures

Target Market

Nature of Competition

Points of Parity and Points of Difference

Review

Discussion Questions

CHAPTER 4 Choosing Brand Elements to Build Brand Equity

Preview

Brand Element Choice Criteria

Memorability

Meaningfulness

Transferability

Adaptability

Protectability

Brand Element Options and Tactics

Brand Names

Logos and Symbols

Characters

Slogans

Jingles

Packaging

Putting It All Together

Review

Discussion Questions

CHAPTER 5 Designing Marketing Programs to Build Brand Equity

Preview

Product Strategy

Perceived Quality

Perceived Value

Enhancing Consumption Experiences

Summary

Pricing Strategy

Consumer Price Perceptions

Setting Prices to Build Brand Equity

Channel Strategy

Channel Design

Indirect Channels

Direct Channels

Private Labels

Private Label Status

Private Label Branding Strategy

Major Brand Response to Private Labels

Future Developments

Review

Discussion Questions

CHAPTER 6 Integrating Marketing Communications to Build Brand Equity

Preview

Information Processing Model of Communications

Overview of Marketing Communication Options

Advertising

Promotions

Event Marketing and Sponsorship

Public Relations and Publicity

Personal Selling

Developing Integrated Marketing Communication Programs

“Mixing”Communication Options

“Matching”Communication Options

Review

Discussion Questions

CHAPTER 7 Leveraging Secondary Brand Associations to Build Brand Equity

Preview

Conceptualizing the Leveraging Process

Guidelines

Company

Country of Origin and Other Geographical Areas

Channels of Distribution

Co-Branding

Guidelines

Ingredient Branding

Guidelines

Licensing

Guidelines

Celebrity Endorser

Potential Problems

Guidelines

Sporting，Cultural，or Other Evens

ThirParty Sources

Review

Discussion Questions

PART Ⅲ：MEASURING BRAND EQUITY

CHAPTER 8 Measuring Sources of Brand Equity

Preview

Qualitative Research Techniques

Free Association

Projective Techniques

Zaltman Metaphor Elicitation Technique（ZMET）

Brand Personality and Values

Quantitative Research Techniques

Awareness

Image

Review

Discussion Questions

CHAPTER 9 Measuring Outcomes of Brand Equity

Preview

Comparative Methods

BranBased Comparative Approaches

Marketing-Based Comparative Approaches

Conjoint Analysis

Holistic Methods

Residual Approaches

Valuation Approaches

Review

Discussion Questions

CHAPTER 10 Brand Equity Measurement System

Preview

Conducting Brand Audits

Brand Inventory

Brand Exploratory

Branding Positioning and the Supporting Marketing Program

Designing Brand Tracking Studies

What to Track

How to Conduct Tracking Studies

How to Interpret Tracking Studies

Establishing a Brand Equity Management System

Brand Equity Charter

Brand Equity Report

Brand Equity Responsibilities

Review

Closing Thoughts

Discussion Questions

PART Ⅳ：MANAGING BRAND EQUITY

CHAPTER 11 Branding Strategies

Preview

BranProduct Matrix

Definitions

Breadth of a Branding Strategy

Depth of a Branding Strategy

Brand Hierarchy

Definitions

Building Equity at Different Hierarchy Levels

Corporate Image Dimensions

Designing a Branding Strategy

Designing the Brand Hierarchy

Designing Supporting Marketing Programs

Review

Discussion Questions

CHAPTER 12 Introducing and Naming New Products and Brand Extensions

Preview

New Products and Brand Extensions

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 Identication with Any One Category

Can Succeed but Hurt the Image of Parent Brand

Can Dilute Product Meaning

Can Forgo the Chance to Develop a New Brand

Understanding How Consumers Evaluate Brand Extensions

Managerial Assumptions

Brand Extensions and Brand Equity

Selected Extension Research Findings

Evaluating Brand Extension Opportunities

Define Actual and Desired Consumer Knowledge about the Brand

Identify Potential Extension Candidates

Evaluate Extension Candidate Potential

Design Marketing Programs to Launch Extension

Evaluate Extension Success and Effects on Parent Brand Equity

Review

Discussion Questions

CHAPTER 13 Managing Brands Over Time

Preview

Reinforcing Brands

Maintaining Brand Consistency

Protecting Sources of Brand Equity

Fortifying versus Leveraging

FinTuning the Supporting Marketing Program

Revitalizing Brands

Expanding Brand Awareness

Improving Brand Image

Entering New markets

Adjustments to the Brand Portfolio

Migration Strategies

Acquiring New Customers

Retiring Brands

Special Topics

Corporate Name Changes

Managing a Brand Crisis

Review

Reinforcing Brands

Revitalizing Brands

Discussion Questions

CHAPTER 14 Managing Brands over Geographical Boundaries，Cultures，and Market Segments

Preview

Rationale for Going Abroad

Advantages of Global Marketing Programs

Economies of Scale in Production and Distribution

Lower Marketing Costs

Power and Scope

Consistency in Brand Image

Ability to Leverage Good Ideas Quickly and Efficiently

Uniformity of Marketing Practices

Disadvantages of Global Marketing Programs

Differences in Consumer Needs，Wants，and Usage Patterns for Products

Differences in Consumer Response to Marketing Mix Elements

Differences in Brand and Product Development and the Competitive Environment

Differences in the Legal Environment

Differences in Marketing Institutions

Differences in Administrative Procedures

Global Branding Decisions

Selecting Global Markets

Devising Global Market Entry Strategies

Designing Global Marketing Programs

Organizing the Global Marketing Effort

Building Global Customer-Based Brand Equity

Choosing Brand Elements

Developing Supporting Marketing programs

Leveraging Secondary Brand Associations

Building Brand Equity Across Other Market Segments

Regional Market Segments

Other Demographic and Cultural Segments

Review

Discussion Questions

PART Ⅴ APPLICATIONS

CHAPTER 15 Closing Observations

Preview

Strategic Brand Management Guidelines

Summary of Customer-Based Brand Equity Framework

Tactical Guidelines

What Makes a Strong Brand？

Special Applications

Industrial Goods

High-Tech Products

Services

Retailers

Small Businesses

Comparisons with Other Models of Brand Equity

The Aaker Model

The Young and Rubicam“BrandAsset Valuator”TM Model

Future Prospects

Role of Brands

Building Brand Equity

Measuring Brand Equity

Managing Brand Equity

Review

Discussion Questions