Kevin Keller: Strategic Brand Management

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Beschreibung

Table of Contents

Guided tour

Preface

About the authors

Authors' acknowledgements

Publisher's acknowledgements

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

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

Brand positioning

Preview
Identifying and establishing brand positioning
Positioning guidelines
Defining and establishing brand mantras
Chapter review
Discussion questions
References and notes

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 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

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

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 researchtechniques
Comprehensive models of consumer-based 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

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
Under