Strategic Brand Management: A European Perspective

Abstract

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

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 300 citations exist upstream.