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Strategic Brand Management : Building , Measuring, and Managing Brand Equity

ISBN: 9780131201156 | 0131201158
Format: Hardcover
Publisher: Prentice Hall
Pub. Date: 1/1/1998

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SummaryTable of Contents
Appropriate for MBA and upper-level undergraduate courses and executive education seminars on Brand Management, Brand Strategy, and Product Policy. Incorporating the latest thinking and developments from both academia and industry, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions and thus improving the long-term profitability of specific brand strategies. Finely-focused on how-to and why throughout, it provides specific tactical guidelines for planning, building, measuring, and managing brand equity. It includes numerous examples on virtually every topic and over 75 Branding Briefs that identify successful and unsuccessful brands and explain why they have been so.
... MORE
Prologue: Branding Is Not Rocket Sciencexvii(2)
Prefacexix(6)
Acknowledgmentsxxv(2)
About the Authorxxvii
PART I: OPENING PERSPECTIVES1(85)
CHAPTER 1 Introduction
1(40)
Preview
2(1)
What Is a Brand?
2(5)
Brands versus Products
3(4)
Why Do Brands Matter?
7(3)
Consumers
7(2)
Firms
9(1)
Can Anything Be Branded?
10(11)
Physical Goods
10(4)
Services
14(1)
Retailers and Distributors
14(2)
People and Organizations
16(2)
Sports, Art, and Entertainment
18(1)
Geographical Locations
19(2)
Examples of Strong Brands
21(4)
Historical Origins of Branding
25(9)
Emergence of National Manufacturer Brands: 1860-1914
27(2)
Dominance of Mass Marketed Brands: 1915-1929
29(1)
Challenges to Manufacturer Brands: 1930-1945
29(1)
Establishment of Brand Management Standards: 1946-1985
30(1)
New Branding Challenges and Opportunities: 1986-Present
30(4)
Purpose of the Book
34(4)
Review
38(1)
Discussion Questions
38(3)
CHAPTER 2 Brand Equity
41(45)
Preview
42(1)
Concept of Brand Equity
42(3)
Customer-Based Brand Equity
45(5)
Brand Knowledge
46(4)
Sources of Brand Equity
50(3)
Brand Awareness
50(1)
Brand Image
51(2)
Benefits from Brand Equity
53(15)
Greater Loyalty and Less Vulnerability to Competitive Marketing Actions and Crises
54(2)
Larger Margins
56(8)
Greater Trade Cooperation and Support
64(1)
Increased Marketing Communication Effectiveness
64(1)
Possible Licensing Opportunities
65(2)
Additional Brand Extension Opportunities
67(1)
Other Benefits
68(1)
Customer-Based Brand Equity Framework
68(14)
Building Brand Equity
68(7)
Measuring Brand Equity
75(3)
Managing Brand Equity
78(4)
Review
82(1)
Organization of the Book
83(1)
Discussion Questions
84(2)
PART II BUILDING BRAND EQUITY86(221)
CHAPTER 3 Brand Knowledge Structures
86(44)
Preview
87(1)
Brand Awareness
87(5)
Types of Brand Awareness
88(3)
Consequences of Brand Awareness
91(1)
Establishing Brand Awareness
92(1)
Brand Image
92(17)
Types of Brand Associations
93(10)
Strength of Brand Associations
103(3)
Favorability of Brand Associations
106(2)
Uniqueness of Brand Associations
108(1)
Determining the Desired Brand Knowledge Structures
109(11)
Target Market
109(7)
Nature of Competition
116(1)
Points of Parity and Points of Difference
116(4)
Review
120(4)
Discussion Questions
124(6)
CHAPTER 4 Choosing Brand Elements to Build Brand Equity
130(45)
Preview
131(1)
Brand Element Choice Criteria
131(4)
Memorability
131(1)
Meaningfulness
132(1)
Transferability
133(1)
Adaptability
133(1)
Protectability
133(2)
Brand Element Options and Tactics
135(30)
Brand Names
135(8)
Logos and Symbols
143(3)
Characters
146(5)
Slogans
151(6)
Jingles
157(1)
Packaging
157(8)
Putting It All Together
165(2)
Review
167(1)
Discussion Questions
167(8)
CHAPTER 5 Designing Marketing Programs to Build Brand Equity
175(42)
Preview
176(1)
Product Strategy
176(5)
Perceived Quality
176(2)
Perceived Value
178(2)
Enhancing Consumption Experiences
180(1)
Summary
181(1)
Pricing Strategy
181(10)
Consumer Price Perceptions
183(1)
Setting Prices to Build Brand Equity
184(7)
Channel Strategy
191(14)
Channel Design
191(1)
Indirect Channels
191(5)
Direct Channels
196(9)
Private Labels
205(9)
Private Label Status
206(1)
Private Label Branding Strategy
207(3)
Major Brand Response to Private Labels
210(3)
Future Developments
213(1)
Review
214(1)
Discussion Questions
214(3)
CHAPTER 6 Integrating Marketing Communications to Build Brand Equity
217(50)
Preview
218(1)
Information Processing Model of Communications
219(2)
Overview of Marketing Communication Options
221(33)
Advertising
221(18)
Promotions
239(7)
Event Marketing and Sponsorship
246(7)
Public Relations and Publicity
253(1)
Personal Selling
253(1)
Developing Integrated Marketing Communication Programs
254(8)
"Mixing" Communication Options
255(2)
"Matching" Communication Options
257(5)
Review
262(1)
Discussion Questions
263(4)
CHAPTER 7 Leveraging Secondary Brand Associations to Build Brand Equity
267(40)
Preview
268(1)
Conceptualizing the Leveraging Process
269(2)
Guidelines
270(1)
Company
271(6)
Country of Origin and Other Geographical Areas
277(5)
Channels of Distribution
282(1)
Co-Branding
283(3)
Guidelines
285(1)
Ingredient Branding
286(2)
Guidelines
288(1)
Licensing
288(6)
Guidelines
293(1)
Celebrity Endorser
294(6)
Potential Problems
297(2)
Guidelines
299(1)
Sporting, Cultural, or Other Events
300(1)
Third-Party Sources
301(3)
Review
304(1)
Discussion Questions
304(3)
PART III: MEASURING BRAND EQUITY307(92)
CHAPTER 8 Measuring Sources of Brand Equity
307(36)
Preview
307(4)
Qualitative Research Techniques
311(12)
Free Association
311(2)
Projective Techniques
313(4)
Zaltman Metaphor Elicitation Technique (ZMET)
317(3)
Brand Personality and Values
320(3)
Quantitative Research Techniques
323(17)
Awareness
325(9)
Image
334(6)
Review
340(1)
Discussion Questions
341(2)
CHAPTER 9 Measuring Outcomes of Brand Equity
343(28)
Preview
344(1)
Comparative Methods
344(10)
Brand-Based Comparative Approaches
345(2)
Marketing-Based Comparative Approaches
347(2)
Conjoint Analysis
349(6)
Holistic Methods
354(13)
Residual Approaches
354(3)
Valuation Approaches
357(10)
Review
367(1)
Discussion Questions
368(3)
CHAPTER 10 Brand Equity Measurement System
371(28)
Preview
372(1)
Conducting Brand Audits
373(7)
Brand Inventory
374(2)
Brand Exploratory
376(3)
Branding Positioning and the Supporting Marketing Program
379(1)
Designing Brand Tracking Studies
380(8)
What to Track
380(5)
How to Conduct Tracking Studies
385(2)
How to Interpret Tracking Studies
387(1)
Establishing a Brand Equity Management System
388(6)
Brand Equity Charter
389(1)
Brand Equity Report
390(1)
Brand Equity Responsibilities
391(3)
Review
394(1)
Closing Thoughts
395(2)
Discussion Questions
397(2)
PART IV: MANAGING BRAND EQUITY399(194)
CHAPTER 11 Branding Strategies
399(50)
Preview
400(1)
Brand-Product Matrix
400(9)
Definitions
400(2)
Breadth of a Branding Strategy
402(2)
Depth of a Branding Strategy
404(5)
Brand Hierarchy
409(19)
Definitions
409(3)
Building Equity at Different Hierarchy Levels
412(4)
Corporate Image Dimensions
416(12)
Designing a Branding Strategy
428(17)
Designing the Brand Hierarchy
430(7)
Designing Supporting Marketing Programs
437(8)
Review
445(1)
Discussion Questions
446(3)
CHAPTER 12 Introducing and Naming New Products and Brand Extensions
449(51)
Preview
450(1)
New Products and Brand Extensions
451(4)
Advantages of Extensions
455(8)
Facilitate New Product Acceptance
455(3)
Provide Feedback Benefits to the Parent Brand
458(5)
Disadvantages of Brand Extensions
463(6)
Can Confuse or Frustrate Consumers
464(1)
Can Encounter Retailer Resistance
464(1)
Can Fail and Hurt Parent Brand Image
465(1)
Can Succeed but Cannibalize Sales of Parent Brand
466(1)
Can Succeed but Diminish Identification with Any One Category
466(1)
Can Succeed but Hurt the Image of Parent Brand
467(1)
Can Dilute Product Meaning
467(2)
Can Forgo the Chance to Develop a New Brand
469(1)
Understanding How Consumers Evaluate Brand Extensions
469(4)
Managerial Assumptions
469(3)
Brand Extensions and Brand Equity
472(1)
Selected Extension Research Findings
473(12)
Evaluating Brand Extension Opportunities
485(10)
Define Actual and Desired Consumer Knowledge about the Brand
486(1)
Identify Potential Extension Candidates
486(1)
Evaluate Extension Candidate Potential
487(2)
Design Marketing Programs to Launch Extension
489(2)
Evaluate Extension Success and Effects on Parent Brand Equity
491(4)
Review
495(1)
Discussion Questions
495(5)
CHAPTER 13 Managing Brands Over Time
500(50)
Preview
501(1)
Reinforcing Brands
502(17)
Maintaining Brand Consistency
503(3)
Protecting Sources of Brand Equity
506(1)
Fortifying versus Leveraging
507(1)
Fine-Tuning the Supporting Marketing Program
508(11)
Revitalizing Brands
519(15)
Expanding Brand Awareness
523(5)
Improving Brand Image
528(5)
Entering New Markets
533(1)
Adjustments to the Brand Portfolio
534(7)
Migration Strategies
535(1)
Acquiring New Customers
535(4)
Retiring Brands
539(2)
Special Topics
541(3)
Corporate Name Changes
541(2)
Managing a Brand Crisis
543(1)
Review
544(2)
Reinforcing Brands
545(1)
Revitalizing Brands
545(1)
Discussion Questions
546(4)
CHAPTER 14 Managing Brands over Geographical Boundaries, Cultures, and Market Segments
550(43)
Preview
551(1)
Rationale for Going Abroad
552(1)
Advantages of Global Marketing Programs
553(3)
Economies of Scale in Production and Distribution
554(1)
Lower Marketing Costs
554(1)
Power and Scope
554(1)
Consistency in Brand Image
555(1)
Ability to Leverage Good Ideas Quickly and Efficiently
555(1)
Uniformity of Marketing Practices
555(1)
Disadvantages of Global Marketing Programs
556(3)
Differences in Consumer Needs, Wants, and Usage Patterns for Products
556(1)
Differences in Consumer Response to Marketing Mix Elements
556(1)
Differences in Brand and Product Development and the Competitive Environment
557(1)
Differences in the Legal Environment
557(2)
Differences in Marketing Institutions
559(1)
Differences in Administrative Procedures
559(1)
Global Branding Decisions
559(13)
Selecting Global Markets
560(1)
Devising Global Market Entry Strategies
561(3)
Designing Global Marketing Programs
564(7)
Organizing the Global Marketing Effort
571(1)
Building Global Customer-Based Brand Equity
572(11)
Choosing Brand Elements
573(1)
Developing Supporting Marketing Programs
573(9)
Leveraging Secondary Brand Associations
582(1)
Building Brand Equity Across Other Market Segments
583(4)
Regional Market Segments
583(1)
Other Demographic and Cultural Segments
584(3)
Review
587(1)
Discussion Questions
588(5)
PART V: APPLICATIONS593
CHAPTER 15 Closing Observations
593
Preview
594(1)
Strategic Brand Management Guidelines
594(7)
Summary of Customer-Based Brand Equity Framework
594(3)
Tactical Guidelines
597(4)
What Makes a Strong Brand?
601(1)
Special Applications
602(20)
Industrial Goods
602(8)
High-Tech Products
610(2)
Services
612(4)
Ratailers
616(1)
Small Businesses
617(5)
Comparisons with Other Models of Brand Equity
622(10)
The Aaker Model
622(3)
The Young and Rubicam "BrandAsset Valuator" (TM) Model
625(7)
Future Prospects
632(2)
Role of Brands
632(1)
Building Brand Equity
632(1)
Measuring Brand Equity
633(1)
Managing Brand Equity
634(1)
Review
634(1)
Discussion Questions
634
APPENDIX A Levi's Dockers: Creating a Sub-Brand
A-1
Introduction
A-1
The Origins of Levi Strauss & Co. and Levi's 501 Jeans
A-1
Diversification: 1970-1984
A-2
Levi Strauss & Co.'s Communications Strategy
A-4
Back to Basics
A-4
Retail Relations
A-5
Strengthening the Brand Image
A-6
501 Blues
A-6
New Challenges
A-7
Developing a Marketing Strategy
A-8
Introducing "New Casuals"
A-9
Branding "New Casuals"
A-10
Introducing New Casuals to the Retail Trade
A-10
Launching Dockers to the Consumer
A-11
Advertising Strategy
A-12
Advertising Executions
A-13
Media Strategy
A-13
Additional Promotion Activities
A-14
Discussion Questions
A-14
APPENDIX B Intel Corporation: Branding an Ingredient
B-1
Introduction
B-1
Company Background
B-2
The Microprocessor Industry in 1991
B-3
Branding Issues Confronting Intel
B-4
Initial Branding Efforts
B-4
Evolution of the "Intel Inside" Branding Strategy
B-5
Choosing a Logo
B-7
Communications Strategy
B-8
Enlisting Support of OEMs
B-8
"Intel Inside" Program
B-8
OEMs and the Intel Inside Program
B-9
Intel's Ad Campaign
B-9
Intel Inside Program in 1992
B-12
Branding "P5"
B-13
Naming "P5"
B-14
Name Selection
B-15
Communicating the New Name
B-16
Launching the Pentium(R) Processor
B-17
The Pentium Processor Product Announcement
B-18
Indications of Success
B-20
What Next?
B-21
Discussion Questions
B-21
APPENDIX C The California Milk Processor Board: Branding a Commodity
C-1
Introduction
C-1
The Dairy Industry
C-2
Farmers
C-2
Processors
C-3
Retailers
C-3
Other Channels of Distribution
C-4
Dairy Promotion Groups in California
C-4
National Dairy Promotion and Research Board (NDPRB)
C-4
United Dairy Industry Association (UDIA)
C-5
California Cheese and Butter Association (CCBA)
C-5
California Milk Advisory Board (CMAB)
C-5
Diary Council of California (DCC)
C-5
California Milk Processor Board (CMPB)
C-5
Marketing a Brand versus Marketing a Commodity
C-6
Supply Side Differences in Commodity Marketing
C-6
Demand Side Differences in Commodity Marketing
C-7
Other Commodity Markets
C-8
The Beverage Category
C-8
Soft Drinks
C-9
Juice Juice Drinks
C-9
Coffee
C-10
Tea
C-10
Bottled Water
C-10
Previous Milk Promotion Campaigns
C-11
Consumer Preferences for Milk in California
C-12
The UDIA Consumer Study
C-14
Factors Affecting Consumption
C-14
Relationship of Milk with Other Foods
C-16
Potential Consumer Segments for Milk
C-17
Developing a Branding Strategy for Milk
C-18
Invest in R&D to Expand the Number of Flavors Available
C-19
Expand the Potential Usage Occasions
C-19
Develop an Extensive Push Strategy via a Direct Sales Force
C-20
Expand the Market through Other Channels such as Food Service and School Cafeterias
C-20
Cooperate with Consumer Packaged Goods and Do Joint Promotions
C-20
Embark on a Campaign to Clear the Confusion About the Health Content of Milk
C-21
Generate an Image for Milk through Advertising
C-21
Target Latinos and Aging Americans
C-21
Strategy Implementation
C-22
Campaign Objectives
C-22
Target Market
C-23
"Got Milk?" Campaign Creative Development
C-24
Additional Communications Programs
C-25
Media Strategy
C-26
Results
C-26
Discussion Questions
C-26
APPENDIX D Nivea: Managing a Brand Portfolio
D-1
Background
D-1
Development of the Nivea Brand: 1912-1970
D-2
Nivea Creme Brand Identity and Values
D-3
Early Nivea Advertising
D-3
Nivea's First Competitive Challenge: the 1970s
D-4
Revitalizing Nivea Creme
D-4
Extending the Nivea Brand
D-5
Positioning Strategies for Nivea Sub-Brands
D-7
Nivea Body
D-7
Nivea Visage
D-8
Nivea Sun
D-10
Nivea for Men
D-10
Nivea Shower and Bath
D-11
Nivea Hair Care
D-11
Nivea Deo
D-12
Rationalizing the Nivea Brand
D-12
Linking the Nivea Brand to Consumer Values in the 1990s
D-14
Developing Cosmed's Corporate Strategy
D-14
Executing the Nivea Brand Philosophy in the 1990s
D-15
The Blue Manifesto Advertising Campaign
D-16
Strategies for the Future
D-17
Discussion Questions
D-18
APPENDIX E Nike: Building a Global Brand
E-1
Nike's Domestic History
E-1
The Early Years
E-1
The Formative Years
E-3
The Troubled Years
E-5
The Transition Years
E-6
The Dominant Years
E-8
Nike's European History
E-10
Initial Growth
E-10
Further Expansion
E-12
Regaining Control
E-13
Nike in 1992
E-14
Hitting Its Stride
E-17
Next Steps
E-18
Discussion Questions
E-19
EpilogueEP-1
CreditsCR-1
IndexI-1

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