Strategic Brand Management: A European Perspective, 2nd edition
By Kevin Lane Keller, et al.
Pearson Education
Distributed by Trans-Atlantic Publications Inc.
April 2012
ISBN: 9780273737872
940 Pages, Illustrated
$97.50 Paper Original
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.
Contents:
Table of Contents
Guided tour
Preface
About the authors
Authors’ acknowledgements
Publisher’s acknowledgements
1 Brands and brand managementPreview
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 notes2 Customer-based brand equityPreview
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 positioningPreview
Identifying and establishing brand positioning
Positioning guidelines
Defining and establishing brand mantras
Chapter review
Discussion questions
References and notes4 Choosing brand elements to build brand equityPreview
Criteria for choosing brand elements
Options and tactics for brand elements
Putting it all together
Chapter review
Discussion questions
References and notes5 Designing marketing campaigns to build brand equityPreview
New perspectives on marketing
Product strategy
Pricing strategy
Channel strategy
Chapter review
Discussion questions
References and notes6 Integrating marketing campaigns to build brand equityPreview
New media
Overview of marketing communication options
Developing integrated marketing communication campaigns
Chapter review
Discussion questions
References and notes
7 Using secondary brand associations to build brand equityPreview
Conceptualising the process
Company
Country of origin and other geographical areas
Channels of distribution
Co-branding
Licensing
Celebrity endorsement
Sporting, cultural and other events
Third-party sources
Chapter review
Discussion questions
References and notes
8 Developing a brand equity measurement and management systemPreview
The new accountability
The brand value chain
Brand audits
Designing brand tracking studies
Establishing a brand equity management system
Chapter review
Discussion questions
References and notes
9 Measuring sources of brand equity: capturing the customer mindsetPreview
Qualitative research techniques
Zaltman Metaphor Elicitation Technique
Quantitative researchtechniques
Comprehensive models of consumer-based equity
Chapter review
Discussion questions
References and notes
10 Measuring outcomes of brand equity: capturing market performancePreview
Comparative methods
Holistic methods
Chapter reviewDiscussion questions
References and notes
11 Designing and implementing branding strategiesPreview
Brand architecture
Brand hierarchy
Designing a branding strategy
Using cause marketing to build brand equity
Chapter review
Discussion questions
References and notes
12 Introducing and naming products and brand extensionsPreview
New products and brand extensions
Advantages of extensions
Disadvantages of brand extensions
Understanding how consumers evaluate brand extensions
Evaluating brand extension opportunities
Extension guidelines built on academic research
Chapter review
Discussion questions
References and notes
13 Managing brands over timePreview
Reinforcing brands
Revitalizing brands
Adjustments to the brand portfolio
Chapter review
Discussion questions
References and notes
14 Managing brands over geographic boundaries and market segmentsPreview
Rationale for going international
Advantages of global marketing campaigns
Disadvantages of global marketing campaigns
Standardization versus customisation
Global brand strategy
Building global customer-based brand equity
Chapter review
Discussion questionsReferences and notes
15 Closing observationsPreview
Strategic brand management guidelines
What makes a strong brand?
Special applications
Future brand priorities
Chapter review
Discussion questionsReferences and notes