《战略品牌管理 英文版》

PART Ⅰ OPENING PERSPECTIVES1

CHAPTER 1 Introduction1

Preview2

What Is a Brand?2

Brands versus Products3

Why Do Brands Matter？7

Consumers7

Firms9

Can Anything Be Branded？10

Physical Goods10

Services14

Retailers and Distributors14

People and Organizations16

Sports，Art，and Entertainment18

Geographical Locations19

Examples of Strong Brands21

Historical Origins of Branding25

Emergence of National Manufacturer Brands：1860-191427

Dominance of Mass Marketed Brands：1915-192929

Challenges to Manufacturer Brands：1930-194529

Establishment of Brand Management Standards：1946-198530

New Branding Challenges and Opportunities：1986-Present30

Purpose of the Book34

Review38

Discussion Questions38

CHAPTER 2 Brand Equity41

Preview42

Concept of Brand Equity42

Customer-Based Brand Equity45

Brand Knowledge46

Sources of Brand Equity50

Brand Awareness50

Brand Image51

Benefits from Brand Equity53

Greater Loyalty and Less Vulnerability to Competitive Marketing Actions and Crises54

Larger Margins56

Greater Trade Cooperation and Support64

Increased Marketing Communication Effectiveness64

Possible Licensing Opportunities65

Additional Brand Extension Opportunities67

Other Benefits68

Customer-Based Brand Equity Framework68

Building Brand Equity68

Measuring Brand Equity75

Managing Brand Equity78

Review82

Organization of the Book83

Discussion Questions84

PART Ⅱ BUILDING BRAND EQUITY86

CHAPTER 3 Brand Knowledge Structures86

Preview87

Brand Awareness87

Types of Brand Awareness88

Consequences of Brand Awareness91

Establishing Brand Awareness92

Brand Image92

Types of Brand Associations93

Strength of Brand Associations103

Favorability of Brand Associations106

Uniqueness of Brand Associations108

Determining the Desired Brand Knowledge Structures109

Target Market109

Nature of Competition116

Points of Parity and Points of Difference116

Review120

Discussion Questions124

CHAPTER 4 Choosing Brand Elements to Build Brand Equity130

Preview131

Brand Element Choice Criteria131

Memorability131

Meaningfulness132

Transferability133

Adaptability133

Protectability133

Brand Element Options and Tactics135

Brand Names135

Logos and Symbols143

Characters146

Slogans151

Jingles157

Packaging157

Putting It All Together165

Review167

Discussion Questions167

CHAPTER 5 Designing Marketing Programs to Build Brand Equity175

Preview176

Product Strategy176

Perceived Quality176

Perceived Value178

Enhancing Consumption Experiences180

Summary181

Pricing Strategy181

Consumer Price Perceptions183

Setting Prices to Build Brand Equity184

Channel Strategy191

Channel Design191

Indirect Channels191

Direct Channels196

Private Labels205

Private Label Status206

Private Label Branding Strategy207

Major Brand Response to Private Labels210

Future Developments213

Review214

Discussion Questions214

CHAPTER 6 Integrating Marketing Communications to Build Brand Equity217

Preview218

Information Processing Model of Communications219

Overview of Marketing Communication Options221

Advertising221

Promotions239

Event Marketing and Sponsorship246

Public Relations and Publicity253

Personal Selling253

Developing Integrated Marketing Communication Programs254

“Mixing”Communication Options255

“Matching”Communication Options257

Review262

Discussion Questions263

CHAPTER 7 Leveraging Secondary Brand Associations to Build Brand Equity267

Preview268

Conceptualizing the Leveraging Process269

Guidelines270

Company271

Country of Origin and Other Geographical Areas277

Channels of Distribution282

Co-Branding283

Guidelines285

Ingredient Branding286

Guidelines288

Licensing288

Guidelines293

Celebrity Endorser294

Potential Problems297

Guidelines299

Sporting，Cultural，or Other Evens300

ThirParty Sources301

Review304

Discussion Questions304

PART Ⅲ：MEASURING BRAND EQUITY307

CHAPTER 8 Measuring Sources of Brand Equity307

Preview307

Qualitative Research Techniques311

Free Association311

Projective Techniques313

Zaltman Metaphor Elicitation Technique（ZMET）317

Brand Personality and Values320

Quantitative Research Techniques323

Awareness325

Image334

Review340

Discussion Questions341

CHAPTER 9 Measuring Outcomes of Brand Equity343

Preview344

Comparative Methods344

BranBased Comparative Approaches345

Marketing-Based Comparative Approaches347

Conjoint Analysis349

Holistic Methods354

Residual Approaches354

Valuation Approaches357

Review367

Discussion Questions368

CHAPTER 10 Brand Equity Measurement System371

Preview372

Conducting Brand Audits373

Brand Inventory374

Brand Exploratory376

Branding Positioning and the Supporting Marketing Program379

Designing Brand Tracking Studies380

What to Track380

How to Conduct Tracking Studies385

How to Interpret Tracking Studies387

Establishing a Brand Equity Management System388

Brand Equity Charter389

Brand Equity Report390

Brand Equity Responsibilities391

Review394

Closing Thoughts395

Discussion Questions397

PART Ⅳ：MANAGING BRAND EQUITY399

CHAPTER 11 Branding Strategies399

Preview400

BranProduct Matrix400

Definitions400

Breadth of a Branding Strategy402

Depth of a Branding Strategy404

Brand Hierarchy409

Definitions409

Building Equity at Different Hierarchy Levels412

Corporate Image Dimensions416

Designing a Branding Strategy428

Designing the Brand Hierarchy430

Designing Supporting Marketing Programs437

Review445

Discussion Questions446

CHAPTER 12 Introducing and Naming New Products and Brand Extensions449

Preview450

New Products and Brand Extensions451

Advantages of Extensions455

Facilitate New Product Acceptance455

Provide Feedback Benefits to the Parent Brand458

Disadvantages of Brand Extensions463

Can Confuse or Frustrate Consumers464

Can Encounter Retailer Resistance464

Can Fail and Hurt Parent Brand Image465

Can Succeed but Cannibalize Sales of Parent Brand466

Can Succeed but Diminish Identication with Any One Category466

Can Succeed but Hurt the Image of Parent Brand467

Can Dilute Product Meaning467

Can Forgo the Chance to Develop a New Brand469

Understanding How Consumers Evaluate Brand Extensions469

Managerial Assumptions469

Brand Extensions and Brand Equity472

Selected Extension Research Findings473

Evaluating Brand Extension Opportunities485

Define Actual and Desired Consumer Knowledge about the Brand486

Identify Potential Extension Candidates486

Evaluate Extension Candidate Potential487

Design Marketing Programs to Launch Extension489

Evaluate Extension Success and Effects on Parent Brand Equity491

Review495

Discussion Questions495

CHAPTER 13 Managing Brands Over Time500

Preview501

Reinforcing Brands502

Maintaining Brand Consistency503

Protecting Sources of Brand Equity506

Fortifying versus Leveraging507

FinTuning the Supporting Marketing Program508

Revitalizing Brands519

Expanding Brand Awareness523

Improving Brand Image528

Entering New markets533

Adjustments to the Brand Portfolio534

Migration Strategies535

Acquiring New Customers535

Retiring Brands539

Special Topics541

Corporate Name Changes541

Managing a Brand Crisis543

Review544

Reinforcing Brands545

Revitalizing Brands545

Discussion Questions546

CHAPTER 14 Managing Brands over Geographical Boundaries，Cultures，and Market Segments550

Preview551

Rationale for Going Abroad552

Advantages of Global Marketing Programs553

Economies of Scale in Production and Distribution554

Lower Marketing Costs554

Power and Scope554

Consistency in Brand Image555

Ability to Leverage Good Ideas Quickly and Efficiently555

Uniformity of Marketing Practices555

Disadvantages of Global Marketing Programs556

Differences in Consumer Needs，Wants，and Usage Patterns for Products556

Differences in Consumer Response to Marketing Mix Elements556

Differences in Brand and Product Development and the Competitive Environment557

Differences in the Legal Environment557

Differences in Marketing Institutions559

Differences in Administrative Procedures559

Global Branding Decisions559

Selecting Global Markets560

Devising Global Market Entry Strategies561

Designing Global Marketing Programs564

Organizing the Global Marketing Effort571

Building Global Customer-Based Brand Equity572

Choosing Brand Elements573

Developing Supporting Marketing programs573

Leveraging Secondary Brand Associations582

Building Brand Equity Across Other Market Segments583

Regional Market Segments583

Other Demographic and Cultural Segments584

Review587

Discussion Questions588

PART Ⅴ APPLICATIONS593

CHAPTER 15 Closing Observations593

Preview594

Strategic Brand Management Guidelines594

Summary of Customer-Based Brand Equity Framework594

Tactical Guidelines597

What Makes a Strong Brand？601

Special Applications602

Industrial Goods602

High-Tech Products610

Services612

Retailers616

Small Businesses617

Comparisons with Other Models of Brand Equity622

The Aaker Model622

The Young and Rubicam“BrandAsset Valuator”TM Model625

Future Prospects632

Role of Brands632

Building Brand Equity632

Measuring Brand Equity633

Managing Brand Equity634

Review634

Discussion Questions634