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PART Ⅰ Opening Perspectives 1

Chapter 1 Brands and Brand Management 1

Preview 2

What Is a Brand？ 2

Why Do Brands Maer？ 5

Can Anything Be Branded？ 7

What Are the Strongest Brands？ 14

Branding Challenges and Opportunities 15

The Brand Equity Concept 20

Strategic Brand Management Process 21

Review 24

Discussion Questions 24

Notes 27

PART Ⅱ Developing a Brand Strategy 31

Chapter 2 Customer-Based Brand Equity and Brand Positioning 31

Preview 32

Customer-Based Brand Equity 32

Making a Brand Strong： Brand Knowledge 35

Sources of Brand Equity 36

Identifying and Establishing Brand Positioning 40

Positioning Guidelines 46

Defining a Brand Mantra 52

Review 55

Discussion Questions 56

Notes 58

Chapter 3 Brand Resonance and the Brand Value Chain 63

Preview 64

Building a Strong Brand： The Four Steps of Brand Building 64

The Brand Value Chain 78

Review 83

Discussion Questions 84

Notes 88

PART Ⅲ Designing and Implementing Brand Marketing Programs 91

Chapter 4 Choosing Brand Elements to Build Brand Equity 91

Preview 92

Criteria for Choosing Brand Elements 92

Options and Tactics for Brand Elements 95

Putting It All Together 112

Review 112

Discussion Questions 113

Notes 115

Chapter 5 Designing Marketing Programs to Build Brand Equity 119

Preview 120

New Perspectives on Marketing 120

Integrating Marketing 121

Product Strategy 126

Pricing Strategy 129

Channel Strategy 134

Review 141

Discussion Questions 141

Notes 144

Chapter 6 Integrating Marketing Communications to Build Brand Equity 149

Preview 150

The New Media Environment 151

Four Major Marketing Communication Options 153

Brand Amplifiers 169

Developing Integrated Marketing Communication Programs 171

Review 174

Discussion Questions 175

Notes 177

Chapter 7 Leveraging Secondary Brand Associations to Build Brand Equity 181

Preview 182

Conceptualizing the Leveraging Process 183

Company 185

Country of Origin and Other Geographic Areas 186

Channels of Distribution 187

Co-Branding 189

Licensing 193

Celebrity Endorsement 196

Sporting，Cultural，or Other Events 198

Third-Party Sources 199

Review 199

Discussion Questions 200

Notes 202

PART Ⅳ Measuring and Interpreting Brand Performance 205

Chapter 8 Developing a Brand Equity Measurement andManagement System 205

Preview 206

The New Accountability 206

Conducting Brand Audits 207

Designing Brand Tracking Studies 212

Establishing a Brand Equity Management System 217

Review 222

Discussion Questions 223

Notes 230

Chapter 9 Measuring Sources of Brand Equity： Capturing Customer Mind-Set 232

Preview 233

Qualitative Research Techniques 233

Quantitative Research Techniques 241

Comprehensive Models of Consumer-Based Brand Equity 251

Review 252

Discussion Questions 253

Notes 259

Chapter 10 Measuring Outcomes of Brand Equity： Capturing Market Performance 262

Preview 263

Comparative Methods 263

Holistic Methods 267

Review 273

Discussion Questions 274

Notes 276

PART Ⅴ Growing and Sustaining Brand Equity 281

Chapter 11 Designing and Implementing Brand Architecture Strategies 281

Preview 282

Developing a Brand Architecture Strategy 282

Brand Portfolios 285

Brand Hierarchies 287

Corporate Branding 295

Brand Architecture Guidelines 304

Review 305

Discussion Questions 306

Notes 310

Chapter 12 Introducing and Naming New Products and Brand Extensions 314

Preview 315

New Products and Brand Extensions 315

Advantages of Extensions 316

Disadvantages of Brand Extensions 320

Understanding How Consumers Evaluate Brand Extensions 325

Evaluating Brand Extension Oppounities 329

Extension Guidelines Based on Academic Research 334

Review 343

Discussion Questions 343

Notes 345

Chapter 13 Managing Brands Over Time 350

Preview 351

Reinforcing Brands 352

Revitalizing Brands 358

Adjustments to the Brand Portfolio 364

Review 366

Discussion Questions 367

Notes 371

Chapter 14 Managing Brands Over Geographic Boundaries andMarket Segments 373

Preview 374

Regional Market Segments 374

Other Demographic and Cultural Segments 375

Rationale for Going International 376

Advantages of Global Marketing Programs 376

Disadvantages of Global Marketing Programs 378

Global Brand Strategy 380

Standardization versus Customization 382

Developing versus Developed Markets 385

Building Global Customer-Based Brand Equity 386

Review 394

Discussion Questions 394

Notes 398

PART Ⅵ Closing Perspectives 403

Chapter 15 Closing Observations 403

Preview 404

Strategic Brand Management Guidelines 404

What Makes a Strong Brand？ 410

Future Brand Priorities 412

Review 419

Discussion Questions 419

Notes 425