PART Ⅰ Opening Perspectives 1
Chapter 1 Brands and Brand Management 1
Preview 2
What Is a Brand？ 2
Why Do Brands Maer？ 5
Can Anything Be Branded？ 7
What Are the Strongest Brands？ 14
Branding Challenges and Opportunities 15
The Brand Equity Concept 20
Strategic Brand Management Process 21
Review 24
Discussion Questions 24
Notes 27
PART Ⅱ Developing a Brand Strategy 31
Chapter 2 Customer-Based Brand Equity and Brand Positioning 31
Preview 32
Customer-Based Brand Equity 32
Making a Brand Strong： Brand Knowledge 35
Sources of Brand Equity 36
Identifying and Establishing Brand Positioning 40
Positioning Guidelines 46
Defining a Brand Mantra 52
Review 55
Discussion Questions 56
Notes 58
Chapter 3 Brand Resonance and the Brand Value Chain 63
Preview 64
Building a Strong Brand： The Four Steps of Brand Building 64
The Brand Value Chain 78
Review 83
Discussion Questions 84
Notes 88
PART Ⅲ Designing and Implementing Brand Marketing Programs 91
Chapter 4 Choosing Brand Elements to Build Brand Equity 91
Preview 92
Criteria for Choosing Brand Elements 92
Options and Tactics for Brand Elements 95
Putting It All Together 112
Review 112
Discussion Questions 113
Notes 115
Chapter 5 Designing Marketing Programs to Build Brand Equity 119
Preview 120
New Perspectives on Marketing 120
Integrating Marketing 121
Product Strategy 126
Pricing Strategy 129
Channel Strategy 134
Review 141
Discussion Questions 141
Notes 144
Chapter 6 Integrating Marketing Communications to Build Brand Equity 149
Preview 150
The New Media Environment 151
Four Major Marketing Communication Options 153
Brand Amplifiers 169
Developing Integrated Marketing Communication Programs 171
Review 174
Discussion Questions 175
Notes 177
Chapter 7 Leveraging Secondary Brand Associations to Build Brand Equity 181
Preview 182
Conceptualizing the Leveraging Process 183
Company 185
Country of Origin and Other Geographic Areas 186
Channels of Distribution 187
Co-Branding 189
Licensing 193
Celebrity Endorsement 196
Sporting，Cultural，or Other Events 198
Third-Party Sources 199
Review 199
Discussion Questions 200
Notes 202
PART Ⅳ Measuring and Interpreting Brand Performance 205
Chapter 8 Developing a Brand Equity Measurement andManagement System 205
Preview 206
The New Accountability 206
Conducting Brand Audits 207
Designing Brand Tracking Studies 212
Establishing a Brand Equity Management System 217
Review 222
Discussion Questions 223
Notes 230
Chapter 9 Measuring Sources of Brand Equity： Capturing Customer Mind-Set 232
Preview 233
Qualitative Research Techniques 233
Quantitative Research Techniques 241
Comprehensive Models of Consumer-Based Brand Equity 251
Review 252
Discussion Questions 253
Notes 259
Chapter 10 Measuring Outcomes of Brand Equity： Capturing Market Performance 262
Preview 263
Comparative Methods 263
Holistic Methods 267
Review 273
Discussion Questions 274
Notes 276
PART Ⅴ Growing and Sustaining Brand Equity 281
Chapter 11 Designing and Implementing Brand Architecture Strategies 281
Preview 282
Developing a Brand Architecture Strategy 282
Brand Portfolios 285
Brand Hierarchies 287
Corporate Branding 295
Brand Architecture Guidelines 304
Review 305
Discussion Questions 306
Notes 310
Chapter 12 Introducing and Naming New Products and Brand Extensions 314
Preview 315
New Products and Brand Extensions 315
Advantages of Extensions 316
Disadvantages of Brand Extensions 320
Understanding How Consumers Evaluate Brand Extensions 325
Evaluating Brand Extension Oppounities 329
Extension Guidelines Based on Academic Research 334
Review 343
Discussion Questions 343
Notes 345
Chapter 13 Managing Brands Over Time 350
Preview 351
Reinforcing Brands 352
Revitalizing Brands 358
Adjustments to the Brand Portfolio 364
Review 366
Discussion Questions 367
Notes 371
Chapter 14 Managing Brands Over Geographic Boundaries andMarket Segments 373
Preview 374
Regional Market Segments 374
Other Demographic and Cultural Segments 375
Rationale for Going International 376
Advantages of Global Marketing Programs 376
Disadvantages of Global Marketing Programs 378
Global Brand Strategy 380
Standardization versus Customization 382
Developing versus Developed Markets 385
Building Global Customer-Based Brand Equity 386
Review 394
Discussion Questions 394
Notes 398
PART Ⅵ Closing Perspectives 403
Chapter 15 Closing Observations 403
Preview 404
Strategic Brand Management Guidelines 404
What Makes a Strong Brand？ 410
Future Brand Priorities 412
Review 419
Discussion Questions 419
Notes 425