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Strategic Brand Management: Lessons for Winning Brands in Globalized Markets [Minkštas viršelis]

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(University of Illinois at Urbana-Champaign), (University of Minnesota)
  • Formatas: Paperback / softback, 272 pages, aukštis x plotis x storis: 231x188x13 mm, weight: 422 g
  • Išleidimo metai: 02-Nov-2017
  • Leidėjas: OUP India
  • ISBN-10: 0190646004
  • ISBN-13: 9780190646004
Kitos knygos pagal šią temą:
Strategic Brand Management: Lessons for Winning Brands in Globalized MarketsDidesnis paveikslėlis
  • Formatas: Paperback / softback, 272 pages, aukštis x plotis x storis: 231x188x13 mm, weight: 422 g
  • Išleidimo metai: 02-Nov-2017
  • Leidėjas: OUP India
  • ISBN-10: 0190646004
  • ISBN-13: 9780190646004
Kitos knygos pagal šią temą:
Pastovi nuoroda: https://www.kriso.lt/db/9780190646004.html
Raktažodžiai:
Strategic Brand Management provides a concise, flexible, and modern take on global brand management, with cutting-edge research and mini-cases and activities to engage students. The book provides readers with an innovative framework that explains the four key aspects of strategic brand management: identifying and measuring, building, leveraging, and protecting brands.
Preface xix
About the Authors xxiii
Part 1 Introduction to Brand Management
Chapter 1 Importance Of Brands And Brand Management
2(7)
Overview
2(1)
Brands as Valuable Corporate Assets
3(1)
Brand Functions for Consumers
4(1)
Functional Goals
4(1)
Identity/Relational Goals
4(1)
Signaling Goals
4(1)
Brands as Enablers of Cultural Conversations
5(1)
Challenges Faced by Brands
5(2)
Consumers
5(1)
Competitors
6(1)
Collaborators
6(1)
Context
7(1)
Strategic Brand Management
7(1)
Summary
7(1)
Key Terms
8(1)
References
8(1)
Chapter 2 The Blip Model: A Framework For Brand Management
9(11)
Overview
9(1)
What Is Brand Management?
9(3)
Tactical Brand Management
10(1)
Strategic Brand Management
11(1)
Strategic Brand Management: The BLIP Model
12(6)
Building Brands
13(2)
Leveraging Brands
15(1)
Identifying and Measuring Brands
16(1)
Protecting Brands
17(1)
Summary
18(1)
Key Terms
18(2)
Part 2 Understanding Brands and Brand Meanings
Chapter 3 Brands vs. Products: Types Of Brand Associations
20(11)
Overview
20(1)
A Multifaceted View of Brands
21(1)
Functional Facet
21(1)
Identity Building Facet
21(1)
Relational Facet
21(1)
Symbolic Facet
22(1)
Types of Brand Associations
22(7)
Attributes and Benefits
23(1)
Personality
24(1)
Organizations and Entities
25(1)
Opinions and Attitudes
25(1)
Emotions
26(1)
Relationship Bonds
26(1)
Iconic Meaning
27(1)
Collective Identity
28(1)
Summary
29(1)
Key Terms
29(1)
References
29(2)
Chapter 4 The Cultural Meanings Of Brands
31(11)
Overview
31(1)
What Is Culture?
31(1)
Manifestations of Culture
32(1)
Material Objects
32(1)
Social Institutions
33(1)
Values and Beliefs
33(1)
Cultural Symbolism of Brands
33(1)
How Do Brands Acquire Cultural Meanings?
34(1)
Consumer Reactions to the Cultural Meanings in Brands
35(2)
Cultural Equity
37(1)
Summary
38(1)
Key Terms
39(1)
References
39(3)
Part 3 Building Brands
Chapter 5 Establishing Brand Identity
42(13)
Overview
42(1)
What Does a Brand Identity Look Like?
42(3)
Why Is Having a Brand Identity Important?
45(1)
Overview for Establishing a Brand Identity
46(1)
Step 1: Determine Brand's Target and Positioning
47(2)
Segmentation and Targeting
47(1)
Positioning
48(1)
Step 2: Generate Potential Brand Identity Elements
49(2)
Consider a Wide Range of Potential Brand Identity Elements
49(1)
Developing a Wide Range of Potential Brand Identity Elements
50(1)
Step 3: Select Brand Identity Elements
51(3)
Selecting Core Brand Identity Elements
52(1)
Selecting Extended Brand Identity Elements
53(1)
A Final Check on the Brand Identity
53(1)
Summary
54(1)
Key Terms
54(1)
References
54(1)
Chapter 6 Communicating Brand Identity
55(15)
Overview
55(1)
Key Objectives for Communicating a Brand Identity
56(1)
Deciding on the Brand's Visual Identity
57(3)
Memorability
57(1)
Meaningfulness
58(1)
Likability
58(1)
Transferability
59(1)
Adaptability
59(1)
Proctectability
59(1)
Promotion Strategies to Communicate the Brand Identity
60(3)
Matching Communication Objectives and Promotional Methods
60(2)
Choosing the Communication Message
62(1)
Product Strategies to Communicate the Brand Identity
63(1)
Channel and Pricing Strategies to Communicate the Brand Identity
64(1)
Channel Strategies
64(1)
Pricing Strategies
65(1)
Cultural Strategies to Build an Iconic Identity
65(3)
Iconic Brands vs. Identity Brands
66(1)
Cultural Branding
66(2)
Summary
68(1)
Key Terms
68(1)
References
68(2)
Chapter 7 Brand Architecture
70(14)
Overview
70(1)
What Is Brand Architecture and Why Is It Important?
70(1)
Types of Brand Architectures
71(5)
Branded House
72(1)
House of Brands
72(1)
Sub-Brand
73(2)
Endorsed Brand
75(1)
Pros and Cons of Each Type of Brand Architecture
76(3)
Branded House
77(1)
House of Brands
78(1)
Sub-Brands and Endorsed Brands
78(1)
Strategic Role of Brands in the Portfolio
79(1)
Managing a Brand Portfolio
80(1)
Summary
81(1)
Key Terms
81(1)
References
81(3)
Part 4 Leveraging Brands
Chapter 8 Options For Brand Leveraging
84(19)
Overview
84(1)
Why Is Brand Leveraging Important?
84(1)
Options for Brand Leveraging
85(3)
Line Extensions
88(4)
Line Extension Strategies
88(1)
Line Extension Benefits
89(1)
Line Extension Risks
90(1)
Line Extension Summary
91(1)
Brand Extensions
92(4)
Brand Extension Strategies
92(1)
Brand Extension Benefits
93(2)
Brand Extension Risks
95(1)
Brand Extension Summary
96(1)
Co-Brands
96(5)
Co-Brand Strategies
96(1)
Co-Brand Benefits
97(2)
Co-Brand Risks
99(2)
Summary
101(1)
Key Terms
102(1)
References
102(1)
Chapter 9 Guidelines For Effective Brand Leveraging
103(19)
Overview
103(1)
Line Extensions
104(3)
Downward Stretches
105(1)
Upward Stretches
106(1)
Brand Extensions
107(8)
The Importance of Brand Extension Fit
108(1)
Bases of Brand Extension Fit
109(1)
Parent Brand Characteristics and Brand Extension Fit
110(2)
Consumer Characteristics and Brand Extension Fit
112(1)
Increasing Perceptions of Brand Extension Fit
113(2)
Co-Brands
115(4)
Does the Situation Call for Co-Branding?
116(1)
Selecting Co-Brand Partners
117(1)
Managing Co-Brand Relationships
118(1)
Summary
119(1)
Key Terms
120(1)
References
120(2)
Chapter 10 Developing Ethnic And International Markets
122(24)
Overview
122(1)
Planning an International/Ethnic Expansion
122(2)
Environmental Analysis and the Cultural Context
124(3)
Understanding Cultural Factors
124(1)
Cultural Orientation of the New Market
125(2)
The Cultural Audit
127(5)
Country- or Region-of-Origin Associations
128(1)
Globalness Perceptions
129(1)
Embodiment of Human Values
130(2)
Developing a Culturally Relevant Brand Identity
132(6)
Steps for Developing a Culturally Relevant Brand Identity
133(5)
Communicating a Culturally Relevant Brand Identity
138(4)
Visual Brand Identity
138(2)
Product Adaptations
140(1)
Use of Cultural Symbols in Communications
140(2)
Summary
142(1)
Key Terms
142(1)
References
142(4)
Part 5 Identifying and Measuring Brands
Chapter 11 Brand Research Overview
146(18)
Overview
146(1)
Traditional Brand Measures
146(13)
Brand Awareness
148(2)
Brand Opinions
150(3)
Brand Preference
153(3)
Brand Purchase Behavior
156(3)
Contemporary Brand Measures: Brand Relationship and Identity-Based Measures
159(4)
Relationship Measures
159(1)
Identity-Based Measures
160(3)
Summary
163(1)
Key Terms
163(1)
References
163(1)
Chapter 12 Brand Image Measures
164(18)
Overview
164(1)
What Does a Brand Image Look Like?
164(1)
Why Is Understanding Brand Image Important?
165(1)
Overview of Brand Image Research
166(1)
Quantitative Brand Image Measures
167(6)
Brand Attributes and Benefits
168(1)
Brand Personality
169(1)
Brand Values
170(1)
Organizational Associations
171(1)
Brand User Images
172(1)
Qualitative Brand Image Measures
173(6)
Free Association Questions
174(1)
Brand Collages
175(1)
Brand Concept Maps
176(2)
Zaltman Metaphor Elicitation Technique
178(1)
Data Collection Methods for Brand Image Measures
179(1)
Summary
180(1)
Key Terms
180(1)
References
180(2)
Part 6 Protecting Brands
Chapter 13 Sources Of Brand Dilution
182(25)
Overview
182(1)
What Is Brand Dilution?
183(1)
Overview of Sources of Brand Dilution
184(1)
Trademark Infringement
185(4)
What Is Trademark Infringement?
185(1)
Trademark Infringement and Brand Dilution
186(1)
Counterfeit Products
187(1)
Private Label "Look-Alikes"
188(1)
Cybersquatting
188(1)
Brand Crises: Product-Harm and Ethical Crises
189(4)
Product-Harm Crises and Product Recalls
189(2)
Ethical Crises
191(2)
Marketing Mix Decisions
193(3)
Inconsistent Product Portfolios
193(1)
Inconsistent Price Points
194(1)
Inconsistent Distribution Channels
194(1)
Inconsistent Advertising and Promotion
195(1)
Excessive Sales Promotions
196(1)
Brand Leveraging
196(4)
Line Extensions: The Case of Downward Stretches
197(1)
Brand Extensions: The Case of Inconsistent Extensions
197(2)
Do Inconsistent Brand Extensions Always Cause Brand Dilution?
199(1)
Social Media
200(3)
Social Media and Firms
200(1)
Social Media and Consumers
201(2)
Summary
203(1)
Key Terms
203(1)
References
203(4)
Chapter 14 Brand Protection Strategies
207(15)
Overview
207(1)
Trademark Registration and Enforcement
207(3)
Trademark Registration
208(2)
Trademark Enforcement
210(1)
Brand Crisis Management
210(3)
Brand Crisis Planning
211(1)
Brand Crisis Plan Basics
211(2)
Brand Guidelines
213(2)
Brand Identity Description
213(1)
Brand Identity and Trademark Standards
214(1)
Brand Leveraging Guidelines
214(1)
Brand Architecture
215(2)
Social Media Monitoring and Policies
217(3)
Social Media and Consumers
217(1)
Social Media and Employees
218(2)
Summary
220(1)
Key Terms
220(1)
References
220(2)
Part 7 Preparing Brand Audits
Chapter 15 Conducting A Brand Audit
222(9)
Overview
222(1)
Conducting a Brand Audit
222(1)
Brand Exploratory
223(3)
Financial Performance
223(1)
Consumer Perceptions and Preferences
224(1)
Public Opinions
224(2)
Brand Inventory
226(1)
Brand Architecture and New Product Introductions
227(1)
Communication, Channel, and Pricing
227(1)
Brand Protection
227(1)
Brand Assessment
227(2)
Gaps in Brand Associations
227(1)
Leveraging Opportunities
228(1)
Needs for Brand Protection
229(1)
Summary
229(1)
Key Terms
230(1)
Index 231