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Strategic Brand Management:A European Perspective

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Strategic Brand Management:A European Perspective
Strategic Brand Management 2e provides a comprehensive and up-to-date treatment of the subjects of brands, brand equity, and strategic brand management. Strategic brand management involves the design and implementation of marketing programmes and activities to build, measure, and manage brand equity. The book aims to provide managers with concepts and techniques to improve the long-term profitability of their brand strategies. It incorporates current thinking and developments on these topics from both academics and industry participants. It also combines a comprehensive theoretical foundation with numerous practical insights to assist managers in their day-to-day and long-term brand decisions.

New to this Edition

· New ‘Brand Briefing’ case studies on Google, Zara, Ryanair and IKEA

· New online resources including more multiple choice questions to help you assess your progress

· More coverage of channel management and B2B research on brands
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Table of Contents

Table of Contents

Guided tour

Preface

About the authors

Authors’ acknowledgements

Publisher’s acknowledgements

1 Brands and brand management

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What is a brand?

Why do brands matter?

Can anything be branded?

What are the strongest brands?

Branding challenges and opportunities

The brand equity concept

Strategic brand management process

Chapter review
Discussion questionsReferences and notes

2 Customer-based brand equity

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Customer-based brand equity

Making a brand strong: brand knowledge

Sources of brand equity

Four steps to building a brand

Brand building blocks

Creating brand value

Chapter review

Discussion questions

References and notes

3 Brand positioning

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Identifying and establishing brand positioning

Positioning guidelines

Defining and establishing brand mantras

Chapter review

Discussion questions
References and notes
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