Brand Management

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STRATEGIC BRAND MANAGEMENT

BUIlDING, ~1tASURING, AND MANAGING BRAND fQUITY

THIRD EDITION

Kevin Lane Keller
Amos Tuck School ofBusiness Dartmouth College

PEARSON

---Prentice
Hall

Pearson Education International

BRIEF CONTENTS

Part I: Opening Perspectives
Chapter 1

1

Brands and Brand Management

Part II: Identifying and Establishing Brand Positioning
and Values 47

Chapter 2 Customer-Based Brand Equity Chapter 3 Brand Positioning 97

47

Part III: Planning and Implementing Brand Marketing
Programs 139

Chapter 4 Choosing Brand Elements to Build Brand Equity 139 Chapter 5 Designing Marketing Programs to Build Brand
Equity 184
Chapter 6 Chapter 7 Integrating Marketing Communications to Build Brand Equity 229
Leveraging Secondary Brand Associations to Build
Brand Equity 279

Part IV: Measuring and Interpreting Brand Performance
Chapter 8 Chapter 9 Chapter 10 Developing a Brand Equity Measurement and Management System 315

315

Measuring Sources of Brand Equity: Capturing Customer
Mind-Set 353
Measuring Outcomes of Brand Equity: Capturing Market
Performance 402

Part V: Growing and Sustaining Brand Equity
Chapter 11 Chapter 12 Designing and Implementing Branding
Strategies 432

432

Introducing and l'Jaming New Products and Brand
Extensions 489
546

Chapter 13 Managing Brands over Time Chapter 14

Managing Brands over Geographic Boundaries and
Market Segments 588

Part VI: Closing Perspectives
Chapter 15
iv

635

635

Closing Observations

Prologue: Branding Is Not Rocket Science xiv
Preface xv
Acknowledgments xx
About the Author xxi

Part I: Opening Perspectives
Chapter 1
Preview 2

1

1

Brands and Brand Management

What Is a Brand? 2

Brands versus Products 3

Why Do Brands Matter?
Consumers Firms 9
6

6

Can Everything Be Branded?
Physical Goods Services 15
17
11

10

Retailers and Distributors People and Organizations Geographic Locations Ideas andCauses 26 25

Online Products and Services 21
Sports, Arts, andEntertainment

19
23

What Are the Strongest Brands?
Savvy Customers Brand Proliferation Media Fragmentation Increased Competition Increased Costs 36 36
Greater Accountability 30
35
35
36

27
30

Branding Challenges and Opportunities

The Brand Equity Concept

37
38

38
39
40

Strategic Brand Management Process

Identifying and Establishing Brand Positioning Measuring and Interpreting Brand Performance Growing and Sustaining Brand Equity Review 42 42
Historical Origins of Branding Discussion Questions Brand Focus 1.0 41

Planning andImplementing Brand Marketing Programs

43

v

vi

CONTENTS

Part II: Identifying and Establishing Brand
Positioning and Values 47

Chapter 2 Customer-Based Brand Equity
Preview 48
Customer-Based Brand Equity
Brand Equity asa Bridge 49

47

48
51

Making a Brand Strong: Brand Knowledge Sources of Brand Equity Brand Awareness Brand Image 56
54

53

Building a Strong Brand: The Four Steps
of Brand Building 59

Brand Building Blocks Brand Salience Brand Imagery Brand Feelings Brand Resonance 60 64
67
68
72
74
65
Brand Performance Brand Judgments 60

Brand-Building Implications

Creating Customer Value
Customer Equity Review 86
87
81

79

79
84

Customer Relationship Management

Relationship of Customer Equity to Brand Equity Discussion Questions

Brand Focus 2.0 The MarketingAdvantages of Strong Brands

88

Chapter 3

Brand Positioning

97

98

Preview 98
Identifying and Establishing Brand Positioning
Basic Concepts Target Market 98
99
104
107

Nature of Competition

Points of Parity and Points of Difference

Positioning Guidelines

110

Defining andCommunicating the Competitive
Frame of Reference 110
Choosing Points of Difference Updating Positioning over Time Core Brand Associations...
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