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PART Ⅰ OPENING PERSPECTIVES 1

CHAPTER 1 Introduction 1

Preview 2

What Is a Brand? 2

Brands versus Products 3

Why Do Brands Matter？ 7

Consumers 7

Firms 9

Can Anything Be Branded？ 10

Physical Goods 10

Services 14

Retailers and Distributors 14

People and Organizations 16

Sports，Art，and Entertainment 18

Geographical Locations 19

Examples of Strong Brands 21

Historical Origins of Branding 25

Emergence of National Manufacturer Brands：1860-1914 27

Dominance of Mass Marketed Brands：1915-1929 29

Challenges to Manufacturer Brands：1930-1945 29

Establishment of Brand Management Standards：1946-1985 30

New Branding Challenges and Opportunities：1986-Present 30

Purpose of the Book 34

Review 38

Discussion Questions 38

CHAPTER 2 Brand Equity 41

Preview 42

Concept of Brand Equity 42

Customer-Based Brand Equity 45

Brand Knowledge 46

Sources of Brand Equity 50

Brand Awareness 50

Brand Image 51

Benefits from Brand Equity 53

Greater Loyalty and Less Vulnerability to Competitive Marketing Actions and Crises 54

Larger Margins 56

Greater Trade Cooperation and Support 64

Increased Marketing Communication Effectiveness 64

Possible Licensing Opportunities 65

Additional Brand Extension Opportunities 67

Other Benefits 68

Customer-Based Brand Equity Framework 68

Building Brand Equity 68

Measuring Brand Equity 75

Managing Brand Equity 78

Review 82

Organization of the Book 83

Discussion Questions 84

PART Ⅱ BUILDING BRAND EQUITY 86

CHAPTER 3 Brand Knowledge Structures 86

Preview 87

Brand Awareness 87

Types of Brand Awareness 88

Consequences of Brand Awareness 91

Establishing Brand Awareness 92

Brand Image 92

Types of Brand Associations 93

Strength of Brand Associations 103

Favorability of Brand Associations 106

Uniqueness of Brand Associations 108

Determining the Desired Brand Knowledge Structures 109

Target Market 109

Nature of Competition 116

Points of Parity and Points of Difference 116

Review 120

Discussion Questions 124

CHAPTER 4 Choosing Brand Elements to Build Brand Equity 130

Preview 131

Brand Element Choice Criteria 131

Memorability 131

Meaningfulness 132

Transferability 133

Adaptability 133

Protectability 133

Brand Element Options and Tactics 135

Brand Names 135

Logos and Symbols 143

Characters 146

Slogans 151

Jingles 157

Packaging 157

Putting It All Together 165

Review 167

Discussion Questions 167

CHAPTER 5 Designing Marketing Programs to Build Brand Equity 175

Preview 176

Product Strategy 176

Perceived Quality 176

Perceived Value 178

Enhancing Consumption Experiences 180

Summary 181

Pricing Strategy 181

Consumer Price Perceptions 183

Setting Prices to Build Brand Equity 184

Channel Strategy 191

Channel Design 191

Indirect Channels 191

Direct Channels 196

Private Labels 205

Private Label Status 206

Private Label Branding Strategy 207

Major Brand Response to Private Labels 210

Future Developments 213

Review 214

Discussion Questions 214

CHAPTER 6 Integrating Marketing Communications to Build Brand Equity 217

Preview 218

Information Processing Model of Communications 219

Overview of Marketing Communication Options 221

Advertising 221

Promotions 239

Event Marketing and Sponsorship 246

Public Relations and Publicity 253

Personal Selling 253

Developing Integrated Marketing Communication Programs 254

“Mixing”Communication Options 255

“Matching”Communication Options 257

Review 262

Discussion Questions 263

CHAPTER 7 Leveraging Secondary Brand Associations to Build Brand Equity 267

Preview 268

Conceptualizing the Leveraging Process 269

Guidelines 270

Company 271

Country of Origin and Other Geographical Areas 277

Channels of Distribution 282

Co-Branding 283

Guidelines 285

Ingredient Branding 286

Guidelines 288

Licensing 288

Guidelines 293

Celebrity Endorser 294

Potential Problems 297

Guidelines 299

Sporting，Cultural，or Other Evens 300

ThirParty Sources 301

Review 304

Discussion Questions 304

PART Ⅲ：MEASURING BRAND EQUITY 307

CHAPTER 8 Measuring Sources of Brand Equity 307

Preview 307

Qualitative Research Techniques 311

Free Association 311

Projective Techniques 313

Zaltman Metaphor Elicitation Technique（ZMET） 317

Brand Personality and Values 320

Quantitative Research Techniques 323

Awareness 325

Image 334

Review 340

Discussion Questions 341

CHAPTER 9 Measuring Outcomes of Brand Equity 343

Preview 344

Comparative Methods 344

BranBased Comparative Approaches 345

Marketing-Based Comparative Approaches 347

Conjoint Analysis 349

Holistic Methods 354

Residual Approaches 354

Valuation Approaches 357

Review 367

Discussion Questions 368

CHAPTER 10 Brand Equity Measurement System 371

Preview 372

Conducting Brand Audits 373

Brand Inventory 374

Brand Exploratory 376

Branding Positioning and the Supporting Marketing Program 379

Designing Brand Tracking Studies 380

What to Track 380

How to Conduct Tracking Studies 385

How to Interpret Tracking Studies 387

Establishing a Brand Equity Management System 388

Brand Equity Charter 389

Brand Equity Report 390

Brand Equity Responsibilities 391

Review 394

Closing Thoughts 395

Discussion Questions 397

PART Ⅳ：MANAGING BRAND EQUITY 399

CHAPTER 11 Branding Strategies 399

Preview 400

BranProduct Matrix 400

Definitions 400

Breadth of a Branding Strategy 402

Depth of a Branding Strategy 404

Brand Hierarchy 409

Definitions 409

Building Equity at Different Hierarchy Levels 412

Corporate Image Dimensions 416

Designing a Branding Strategy 428

Designing the Brand Hierarchy 430

Designing Supporting Marketing Programs 437

Review 445

Discussion Questions 446

CHAPTER 12 Introducing and Naming New Products and Brand Extensions 449

Preview 450

New Products and Brand Extensions 451

Advantages of Extensions 455

Facilitate New Product Acceptance 455

Provide Feedback Benefits to the Parent Brand 458

Disadvantages of Brand Extensions 463

Can Confuse or Frustrate Consumers 464

Can Encounter Retailer Resistance 464

Can Fail and Hurt Parent Brand Image 465

Can Succeed but Cannibalize Sales of Parent Brand 466

Can Succeed but Diminish Identication with Any One Category 466

Can Succeed but Hurt the Image of Parent Brand 467

Can Dilute Product Meaning 467

Can Forgo the Chance to Develop a New Brand 469

Understanding How Consumers Evaluate Brand Extensions 469

Managerial Assumptions 469

Brand Extensions and Brand Equity 472

Selected Extension Research Findings 473

Evaluating Brand Extension Opportunities 485

Define Actual and Desired Consumer Knowledge about the Brand 486

Identify Potential Extension Candidates 486

Evaluate Extension Candidate Potential 487

Design Marketing Programs to Launch Extension 489

Evaluate Extension Success and Effects on Parent Brand Equity 491

Review 495

Discussion Questions 495

CHAPTER 13 Managing Brands Over Time 500

Preview 501

Reinforcing Brands 502

Maintaining Brand Consistency 503

Protecting Sources of Brand Equity 506

Fortifying versus Leveraging 507

FinTuning the Supporting Marketing Program 508

Revitalizing Brands 519

Expanding Brand Awareness 523

Improving Brand Image 528

Entering New markets 533

Adjustments to the Brand Portfolio 534

Migration Strategies 535

Acquiring New Customers 535

Retiring Brands 539

Special Topics 541

Corporate Name Changes 541

Managing a Brand Crisis 543

Review 544

Reinforcing Brands 545

Revitalizing Brands 545

Discussion Questions 546

CHAPTER 14 Managing Brands over Geographical Boundaries，Cultures，and Market Segments 550

Preview 551

Rationale for Going Abroad 552

Advantages of Global Marketing Programs 553

Economies of Scale in Production and Distribution 554

Lower Marketing Costs 554

Power and Scope 554

Consistency in Brand Image 555

Ability to Leverage Good Ideas Quickly and Efficiently 555

Uniformity of Marketing Practices 555

Disadvantages of Global Marketing Programs 556

Differences in Consumer Needs，Wants，and Usage Patterns for Products 556

Differences in Consumer Response to Marketing Mix Elements 556

Differences in Brand and Product Development and the Competitive Environment 557

Differences in the Legal Environment 557

Differences in Marketing Institutions 559

Differences in Administrative Procedures 559

Global Branding Decisions 559

Selecting Global Markets 560

Devising Global Market Entry Strategies 561

Designing Global Marketing Programs 564

Organizing the Global Marketing Effort 571

Building Global Customer-Based Brand Equity 572

Choosing Brand Elements 573

Developing Supporting Marketing programs 573

Leveraging Secondary Brand Associations 582

Building Brand Equity Across Other Market Segments 583

Regional Market Segments 583

Other Demographic and Cultural Segments 584

Review 587

Discussion Questions 588

PART Ⅴ APPLICATIONS 593

CHAPTER 15 Closing Observations 593

Preview 594

Strategic Brand Management Guidelines 594

Summary of Customer-Based Brand Equity Framework 594

Tactical Guidelines 597

What Makes a Strong Brand？ 601

Special Applications 602

Industrial Goods 602

High-Tech Products 610

Services 612

Retailers 616

Small Businesses 617

Comparisons with Other Models of Brand Equity 622

The Aaker Model 622

The Young and Rubicam“BrandAsset Valuator”TM Model 625

Future Prospects 632

Role of Brands 632

Building Brand Equity 632

Measuring Brand Equity 633

Managing Brand Equity 634

Review 634

Discussion Questions 634