PART Ⅰ Opening Perspectives

Chapter 1 Brands and Brand Management

Preview

What Is a Brand？

Why Do Brands Maer？

Can Anything Be Branded？

What Are the Strongest Brands？

Branding Challenges and Opportunities

The Brand Equity Concept

Strategic Brand Management Process

Review

Discussion Questions

Notes

PART Ⅱ Developing a Brand Strategy

Chapter 2 Customer-Based Brand Equity and Brand Positioning

Preview

Customer-Based Brand Equity

Making a Brand Strong： Brand Knowledge

Sources of Brand Equity

Identifying and Establishing Brand Positioning

Positioning Guidelines

Defining a Brand Mantra

Review

Discussion Questions

Notes

Chapter 3 Brand Resonance and the Brand Value Chain

Preview

Building a Strong Brand： The Four Steps of Brand Building

The Brand Value Chain

Review

Discussion Questions

Notes

PART Ⅲ Designing and Implementing Brand Marketing Programs

Chapter 4 Choosing Brand Elements to Build Brand Equity

Preview

Criteria for Choosing Brand Elements

Options and Tactics for Brand Elements

Putting It All Together

Review

Discussion Questions

Notes

Chapter 5 Designing Marketing Programs to Build Brand Equity

Preview

New Perspectives on Marketing

Integrating Marketing

Product Strategy

Pricing Strategy

Channel Strategy

Review

Discussion Questions

Notes

Chapter 6 Integrating Marketing Communications to Build Brand Equity

Preview

The New Media Environment

Four Major Marketing Communication Options

Brand Amplifiers

Developing Integrated Marketing Communication Programs

Review

Discussion Questions

Notes

Chapter 7 Leveraging Secondary Brand Associations to Build Brand Equity

Preview

Conceptualizing the Leveraging Process

Company

Country of Origin and Other Geographic Areas

Channels of Distribution

Co-Branding

Licensing

Celebrity Endorsement

Sporting，Cultural，or Other Events

Third-Party Sources

Review

Discussion Questions

Notes

PART Ⅳ Measuring and Interpreting Brand Performance

Chapter 8 Developing a Brand Equity Measurement andManagement System

Preview

The New Accountability

Conducting Brand Audits

Designing Brand Tracking Studies

Establishing a Brand Equity Management System

Review

Discussion Questions

Notes

Chapter 9 Measuring Sources of Brand Equity： Capturing Customer Mind-Set

Preview

Qualitative Research Techniques

Quantitative Research Techniques

Comprehensive Models of Consumer-Based Brand Equity

Review

Discussion Questions

Notes

Chapter 10 Measuring Outcomes of Brand Equity： Capturing Market Performance

Preview

Comparative Methods

Holistic Methods

Review

Discussion Questions

Notes

PART Ⅴ Growing and Sustaining Brand Equity

Chapter 11 Designing and Implementing Brand Architecture Strategies

Preview

Developing a Brand Architecture Strategy

Brand Portfolios

Brand Hierarchies

Corporate Branding

Brand Architecture Guidelines

Review

Discussion Questions

Notes

Chapter 12 Introducing and Naming New 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 Oppounities

Extension Guidelines Based on Academic Research

Review

Discussion Questions

Notes

Chapter 13 Managing Brands Over Time

Preview

Reinforcing Brands

Revitalizing Brands

Adjustments to the Brand Portfolio

Review

Discussion Questions

Notes

Chapter 14 Managing Brands Over Geographic Boundaries andMarket Segments

Preview

Regional Market Segments

Other Demographic and Cultural Segments

Rationale for Going International

Advantages of Global Marketing Programs

Disadvantages of Global Marketing Programs

Global Brand Strategy

Standardization versus Customization

Developing versus Developed Markets

Building Global Customer-Based Brand Equity

Review

Discussion Questions

Notes

PART Ⅵ Closing Perspectives

Chapter 15 Closing Observations

Preview

Strategic Brand Management Guidelines

What Makes a Strong Brand？

Future Brand Priorities

Review

Discussion Questions

Notes