PART Ⅰ OPENING PERSPECTIVES 1
CHAPTER 1 Introduction 1
Preview 2
What Is a Brand? 2
Brands versus Products 3
Why Do Brands Matter？ 7
Consumers 7
Firms 9
Can Anything Be Branded？ 10
Physical Goods 10
Services 14
Retailers and Distributors 14
People and Organizations 16
Sports，Art，and Entertainment 18
Geographical Locations 19
Examples of Strong Brands 21
Historical Origins of Branding 25
Emergence of National Manufacturer Brands：1860-1914 27
Dominance of Mass Marketed Brands：1915-1929 29
Challenges to Manufacturer Brands：1930-1945 29
Establishment of Brand Management Standards：1946-1985 30
New Branding Challenges and Opportunities：1986-Present 30
Purpose of the Book 34
Review 38
Discussion Questions 38
CHAPTER 2 Brand Equity 41
Preview 42
Concept of Brand Equity 42
Customer-Based Brand Equity 45
Brand Knowledge 46
Sources of Brand Equity 50
Brand Awareness 50
Brand Image 51
Benefits from Brand Equity 53
Greater Loyalty and Less Vulnerability to Competitive Marketing Actions and Crises 54
Larger Margins 56
Greater Trade Cooperation and Support 64
Increased Marketing Communication Effectiveness 64
Possible Licensing Opportunities 65
Additional Brand Extension Opportunities 67
Other Benefits 68
Customer-Based Brand Equity Framework 68
Building Brand Equity 68
Measuring Brand Equity 75
Managing Brand Equity 78
Review 82
Organization of the Book 83
Discussion Questions 84
PART Ⅱ BUILDING BRAND EQUITY 86
CHAPTER 3 Brand Knowledge Structures 86
Preview 87
Brand Awareness 87
Types of Brand Awareness 88
Consequences of Brand Awareness 91
Establishing Brand Awareness 92
Brand Image 92
Types of Brand Associations 93
Strength of Brand Associations 103
Favorability of Brand Associations 106
Uniqueness of Brand Associations 108
Determining the Desired Brand Knowledge Structures 109
Target Market 109
Nature of Competition 116
Points of Parity and Points of Difference 116
Review 120
Discussion Questions 124
CHAPTER 4 Choosing Brand Elements to Build Brand Equity 130
Preview 131
Brand Element Choice Criteria 131
Memorability 131
Meaningfulness 132
Transferability 133
Adaptability 133
Protectability 133
Brand Element Options and Tactics 135
Brand Names 135
Logos and Symbols 143
Characters 146
Slogans 151
Jingles 157
Packaging 157
Putting It All Together 165
Review 167
Discussion Questions 167
CHAPTER 5 Designing Marketing Programs to Build Brand Equity 175
Preview 176
Product Strategy 176
Perceived Quality 176
Perceived Value 178
Enhancing Consumption Experiences 180
Summary 181
Pricing Strategy 181
Consumer Price Perceptions 183
Setting Prices to Build Brand Equity 184
Channel Strategy 191
Channel Design 191
Indirect Channels 191
Direct Channels 196
Private Labels 205
Private Label Status 206
Private Label Branding Strategy 207
Major Brand Response to Private Labels 210
Future Developments 213
Review 214
Discussion Questions 214
CHAPTER 6 Integrating Marketing Communications to Build Brand Equity 217
Preview 218
Information Processing Model of Communications 219
Overview of Marketing Communication Options 221
Advertising 221
Promotions 239
Event Marketing and Sponsorship 246
Public Relations and Publicity 253
Personal Selling 253
Developing Integrated Marketing Communication Programs 254
“Mixing”Communication Options 255
“Matching”Communication Options 257
Review 262
Discussion Questions 263
CHAPTER 7 Leveraging Secondary Brand Associations to Build Brand Equity 267
Preview 268
Conceptualizing the Leveraging Process 269
Guidelines 270
Company 271
Country of Origin and Other Geographical Areas 277
Channels of Distribution 282
Co-Branding 283
Guidelines 285
Ingredient Branding 286
Guidelines 288
Licensing 288
Guidelines 293
Celebrity Endorser 294
Potential Problems 297
Guidelines 299
Sporting，Cultural，or Other Evens 300
ThirParty Sources 301
Review 304
Discussion Questions 304
PART Ⅲ：MEASURING BRAND EQUITY 307
CHAPTER 8 Measuring Sources of Brand Equity 307
Preview 307
Qualitative Research Techniques 311
Free Association 311
Projective Techniques 313
Zaltman Metaphor Elicitation Technique（ZMET） 317
Brand Personality and Values 320
Quantitative Research Techniques 323
Awareness 325
Image 334
Review 340
Discussion Questions 341
CHAPTER 9 Measuring Outcomes of Brand Equity 343
Preview 344
Comparative Methods 344
BranBased Comparative Approaches 345
Marketing-Based Comparative Approaches 347
Conjoint Analysis 349
Holistic Methods 354
Residual Approaches 354
Valuation Approaches 357
Review 367
Discussion Questions 368
CHAPTER 10 Brand Equity Measurement System 371
Preview 372
Conducting Brand Audits 373
Brand Inventory 374
Brand Exploratory 376
Branding Positioning and the Supporting Marketing Program 379
Designing Brand Tracking Studies 380
What to Track 380
How to Conduct Tracking Studies 385
How to Interpret Tracking Studies 387
Establishing a Brand Equity Management System 388
Brand Equity Charter 389
Brand Equity Report 390
Brand Equity Responsibilities 391
Review 394
Closing Thoughts 395
Discussion Questions 397
PART Ⅳ：MANAGING BRAND EQUITY 399
CHAPTER 11 Branding Strategies 399
Preview 400
BranProduct Matrix 400
Definitions 400
Breadth of a Branding Strategy 402
Depth of a Branding Strategy 404
Brand Hierarchy 409
Definitions 409
Building Equity at Different Hierarchy Levels 412
Corporate Image Dimensions 416
Designing a Branding Strategy 428
Designing the Brand Hierarchy 430
Designing Supporting Marketing Programs 437
Review 445
Discussion Questions 446
CHAPTER 12 Introducing and Naming New Products and Brand Extensions 449
Preview 450
New Products and Brand Extensions 451
Advantages of Extensions 455
Facilitate New Product Acceptance 455
Provide Feedback Benefits to the Parent Brand 458
Disadvantages of Brand Extensions 463
Can Confuse or Frustrate Consumers 464
Can Encounter Retailer Resistance 464
Can Fail and Hurt Parent Brand Image 465
Can Succeed but Cannibalize Sales of Parent Brand 466
Can Succeed but Diminish Identication with Any One Category 466
Can Succeed but Hurt the Image of Parent Brand 467
Can Dilute Product Meaning 467
Can Forgo the Chance to Develop a New Brand 469
Understanding How Consumers Evaluate Brand Extensions 469
Managerial Assumptions 469
Brand Extensions and Brand Equity 472
Selected Extension Research Findings 473
Evaluating Brand Extension Opportunities 485
Define Actual and Desired Consumer Knowledge about the Brand 486
Identify Potential Extension Candidates 486
Evaluate Extension Candidate Potential 487
Design Marketing Programs to Launch Extension 489
Evaluate Extension Success and Effects on Parent Brand Equity 491
Review 495
Discussion Questions 495
CHAPTER 13 Managing Brands Over Time 500
Preview 501
Reinforcing Brands 502
Maintaining Brand Consistency 503
Protecting Sources of Brand Equity 506
Fortifying versus Leveraging 507
FinTuning the Supporting Marketing Program 508
Revitalizing Brands 519
Expanding Brand Awareness 523
Improving Brand Image 528
Entering New markets 533
Adjustments to the Brand Portfolio 534
Migration Strategies 535
Acquiring New Customers 535
Retiring Brands 539
Special Topics 541
Corporate Name Changes 541
Managing a Brand Crisis 543
Review 544
Reinforcing Brands 545
Revitalizing Brands 545
Discussion Questions 546
CHAPTER 14 Managing Brands over Geographical Boundaries，Cultures，and Market Segments 550
Preview 551
Rationale for Going Abroad 552
Advantages of Global Marketing Programs 553
Economies of Scale in Production and Distribution 554
Lower Marketing Costs 554
Power and Scope 554
Consistency in Brand Image 555
Ability to Leverage Good Ideas Quickly and Efficiently 555
Uniformity of Marketing Practices 555
Disadvantages of Global Marketing Programs 556
Differences in Consumer Needs，Wants，and Usage Patterns for Products 556
Differences in Consumer Response to Marketing Mix Elements 556
Differences in Brand and Product Development and the Competitive Environment 557
Differences in the Legal Environment 557
Differences in Marketing Institutions 559
Differences in Administrative Procedures 559
Global Branding Decisions 559
Selecting Global Markets 560
Devising Global Market Entry Strategies 561
Designing Global Marketing Programs 564
Organizing the Global Marketing Effort 571
Building Global Customer-Based Brand Equity 572
Choosing Brand Elements 573
Developing Supporting Marketing programs 573
Leveraging Secondary Brand Associations 582
Building Brand Equity Across Other Market Segments 583
Regional Market Segments 583
Other Demographic and Cultural Segments 584
Review 587
Discussion Questions 588
PART Ⅴ APPLICATIONS 593
CHAPTER 15 Closing Observations 593
Preview 594
Strategic Brand Management Guidelines 594
Summary of Customer-Based Brand Equity Framework 594
Tactical Guidelines 597
What Makes a Strong Brand？ 601
Special Applications 602
Industrial Goods 602
High-Tech Products 610
Services 612
Retailers 616
Small Businesses 617
Comparisons with Other Models of Brand Equity 622
The Aaker Model 622
The Young and Rubicam“BrandAsset Valuator”TM Model 625
Future Prospects 632
Role of Brands 632
Building Brand Equity 632
Measuring Brand Equity 633
Managing Brand Equity 634
Review 634
Discussion Questions 634