By Kevin Lane Keller; Tony Aperia; Mats Georgson
Descripción: Strategic Brand Management 2e provides a comprehensive and up-to-date treatment of the subjects of brands, brand equity, and strategic brand management. Strategic brand management involves the design and implementation of marketing programmes and activities to build, measure, and manage brand equity. The book aims to provide managers with concepts and techniques to improve the long-term profitability of their brand strategies. It incorporates current thinking and developments on these topics from both academics and industry participants. It also combines a comprehensive theoretical foundation with numerous practical insights to assist managers in their day-to-day and long-term brand decisions.
Contenido: Part I Opening perspectives
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 questions
References and notes
Part II Identifying and establishing brand positioning and values
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 customer 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
Part III Planning and implementing the brand marketing programme
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 communications 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
Conceptualizing the process
Company
Country of origin and other geographic areas
Channels of distribution
Co-branding
Licensing
Celebrity endorsement
Sporting, cultural and other events
Third-party sources
Chapter review
Discussion questions
References and notes
Part IV Measuring and interpreting brand performance
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 research techniques
Comprehensive models of consumer-based brand 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
Part V Growing and sustaining brand equity
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
Understanding how consumers evaluate brand extensions
Evaluating brand extension opportunities
Extension guidelines based on academic research
Chapter review
Discussion questions
References and notes
Managing brands over time
Preview
Reinforcing brands
Revitalizing brands
Adjustments to the brand portfolio
Chapter review
Discussion questions
References and notes
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 customization
Global brand strategy
Building global customer-based brand equity
Chapter review
Discussion questions
References and notes
Part VI Closing perspectives
Closing observations
Preview
Strategic brand management guidelines
What makes a strong brand?
Special applications
Future brand priorities
Chapter review
Discussion questions
References and notes
Index
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