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Written by today's leading authority in brand management and incorporating the latest industry thinking and developments, 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 100 Branding Briefs that identify successful and unsuccessful brands and explain why they have been so. For industry professionals from brand managers to chief marketing officers.
Table of Contents
I. OPENING PERSPECTIVES.
1. Brands and Brand Management. 2. Customer-Based Brand Equity.
II. BUILDING BRAND EQUITY.
3. Brand Positioning and Valves. 4. Choosing Brand Elements to Build Brand Equity. 5. Designing Marketing Programs to Build Brand Equity. 6. Integrating Marketing Communications to Build Brand Equity. 7. Leveraging Secondary Brand Knowledge to Build Brand Equity.
III. MEASURING BRAND EQUITY.
8. Developing Brand Equity Measurement and Management System. 9. Measuring Sources of Brand Equity. 10. Measuring Outcomes of Brand Equity.
IV. MANAGING BRAND EQUITY.
11. Design and Implementing Branding Strategies. 12. Introducing and Naming New Products and Brand Extensions. 13. Managing Brands Over Time. 14. Managing Brands Over Geographical Boundaries and Market Segments.
15. Closing Observations. Epilogue. Index.
It is useful to answer a few questions to provide the reader and instructor with some background as to what this book is about, how it is different from other books about branding, who should read it, how the book is organized, what is new in this second edition, and how a reader can get the most out of using the book. WHAT IS THE BOOK ABOUT? This book deals with brands--why they are important, what they represent to consumers, and what should be done by firms to manage them properly. As many business executives now recognize, perhaps one of the most valuable assets that a firm has is the brands that the firm has invested in and developed over time. Although manufacturing processes and factory designs often can be duplicated, strongly held beliefs and attitudes established in the minds of consumers often cannot be so easily reproduced. The difficulty and expense of introducing new products, however, puts more pressure than ever on firms to skillfully launch their new products as well as manage their existing brands. Although brands may represent invaluable intangible assets, creating and nurturing a strong brand poses considerable challenges. Fortunately, the concept ofbrand equity--the main focus of this book--can provide marketers valuable perspective and a common denominator to interpret the potential effects and tradeoffs of various strategies and tactics for their brands. Fundamentally, the brand equity concept stresses the importance of the role of the brand in marketing strategies. Brand equity relates to the fact that different outcomes result from the marketing of a product or service because of its brand name or some other brand element than if that same product or service did not have that brand identification. In other words, brand equity can be thought of as the marketing effects uniquely attributable to the brand. In a practical sense, brand equity represents the added value endowed to a product as a result of past investments in the marketing activity for a brand. Brand equity serves as the bridge between what happened to the brand in the past and what should happen to the brand in the future. The chief purpose of this book is to provide a comprehensive and up-to-date treatment of the subjects of brands, brand equity, and strategic brand management.Strategic brand managementinvolves the design and implementation of marketing programs and activities to build, measure, and manage brand equity. An important goal of the book is to provide managers with concepts and techniques to improve the long-term profitability of their brand strategies. The book incorporates current thinking and developments on these topics from both academics and industry participants. The book combines a comprehensive theoretical foundation with numerous practical insights to assist managers in their day-to-day and long-term brand decisions. Illustrative examples and case studies are based on brands marketed in the United States and all over the world. Specifically, the book provides insights into how profitable brand strategies can be created by building, measuring, and managing brand equity. It addresses three important questions: How can brand equity be created? How can brand equity be measured? How can brand equity be used to expand business opportunities? In addressing these questions, the book is written to deliver a number of benefits. Readers will learn the following: The role of brands, the concept of brand equity, and the advantages of creating strong brands The three main ways to build brand equity by properly choosing brand elements, designing supporting marketing programs, and leveraging secondary associations Different approaches to measure brand equity and how to implement a brand equity measurement system Alternative branding strategies and how to devise brand hierarchies and brand p