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Contents Prologue: Branding Is Not Rocket Science xiii Preface xv Acknowledgments xxiii About the Author xxv PART I: OPENING PERSPECTIVESCHAPTER 1 Brands and Brand Management Preview 2 What Is a Brand? 3 Brands Versus Products 3 Why Do Brands Matter? 8 Consumers 9 Firms 11 Can Anything Be Branded? 13 Physical Goods 15 Services 16 Retailers and Distributors 19 Online Products and Services 20 People and Organizations 22 Sports, Arts and Entertainment 27 Geographic Locations 30 Ideas and Causes 33 What Are the Strongest Brands? 33 Branding Challenges and Opportunities 38 Savvy Customers 39 Brand Proliferation 40 Media Fragmentation 40 Increased Competition 40 Increased Costs 41 Greater Accountability 41 The Brand Equity Concept 41 Strategic Brand Management Process 44 Identifying~and Establishing Brand Positioning and Values 44 Planning and Implementing Brand Marketing Programs 4S Measuring and Interpreting Brand Performance 47 Growing and Sustaining Brand Equity 48 Contents Review 50 Discussion Questions 51 Brand Focus 1.0 Historical Origins of Branding 52
PART II: IDENTIFYING AND ESTABLISHING BIu~ND Posrnol!uNGAND VALUES CHAPTER 2 Customer-Based Brand EquIty 58 Preview 59 Customer-Based Brand Equity 59 Brand Equity as a Bridge 61 Making a Brand Strong: Brand Knowledge 64 Sources of Brand Equity 67 Brand Awareness 67 Brand Image 70 Building a Strong Brand: The Four Steps of Brand Building 75 Brand Building Blocks 75 Brand Salience 76 Brand Performance 81 Brand Imagery 83 Brand Judgments 88 Brand Feelings 90 Brand Resonance 92 Brand-Building Implications 96 Customers Own Brands 96 Don’t Take Shortcuts with Brands 96 Brands Should Have a Duality 99 Brands Should Have Richness 100 Brand Resonance Provides Important Focus 100 Review 101 Discussion Questions 103 Brand Focus 2.0 The Marketing Advantages of Strong Brands 104 CHAPTER 3 Brand Positioning and Values 118 Preview 118 Identifying and Establishing Brand Positioning 119 Basic Concepts 119 Target Market 120 Nature of Competition 128 Points of Parity and Points of Difference 131 Positioning Guidelines 136 Defining and Communicating the Competitive Frame of Reference 136 Choosing Points of Parity and Points of Difference 142 Establishing Points of Parity and Points of Difference 144 Updating Positioning over Time 146 c;ontents Defining and Establishing Brand Values 150 Core Brand Values 151 Brand Mantras 151 Internal Branding 156 Review 159 Discussion Questions 161 Brand Focus 3.0 Brand Audit Guidelines 162 PART III: PLANNING AND IMPLEMENTING BRAND MARKETINGPROGRAMS CHAPTER 4 Choosing Brand Elements to Build Brand Equity Preview 175 Criteria for Choosing Brand Elements 175 Memorability 175Meaningfulness 175 Likability 177 Transferability
177 Brand Names 182 URLS 191 Logos and Symbols 193 Characters 197 Slogans 204 Jingles 210 Packaging 210 Putting It All Together 218Review 219 Discussion Questions 219 Brand Focus 4.0 Legal Branding Considerations 221 CHAPTER 5 DesIgning Marketing Programs to Build Brand Equity 228 Preview 229 New Perspectives on Marketing 229 Personalizing Marketing 230 Reconciling the New Marketing Approaches 237 Product Strategy 237 Perceived Quality and Value 238 Relationship Marketing 243 Summary 247 Pricing Strategy 248 Consumer Price Perceptions 248 ~ilI Contents Setting Prices to Build Brand Equity 249Summary 259 Channel Strategy 259Channel Design 259 Indirect Channels 260 Direct Channels 264 Web Strategies 269 Summary 270 Review 271Discussion Questions 271 Brand Focus 5.0 Private Label Strategies and Responses 273CHAPTER 6 Integrating Marketing Communications to Build Brand Equity 282 Preview 283 Information Processing Model of Communications 285 Overview of Marketing Communication Options 286 Advertising 286 Promotion 309 Event Marketing and Sponsorship 315 Public Relations and Publicity 321 Personal Selling 322 Developing Integrated Marketing Communication Programs 325 Mixing Communication Options 325 Matching Communication Options 329 Using IMC Choice Criteria 333 Review 335 Discussion Questions 336 Brand Focus 6.0 Weathering a Brand Crisis: The ‘T~’lenol Experience 337 Brand Focus 6.1 Coordinating Media to Build Brand Equity 342 CHAPTER 7 Leveraging Secondary Brand Knowledge to Build Brand Equity 349 Preview 349 Conceptualizing the Leveraging Process 351 Creation of New Brand Associations 351 Effects on Existing Brand Knowledge 351 Guidelines 352 Company 353 Country of Origin and Other Geographic Areas 355 Channels of distribution 358 Co-branding 360 Guidelines 362 Ingredient Branding 366 Contents ‘R Licensing 371 Guidelines 371 Celebrity endorsement 375Potential Problems 376 Guidelines 379 Sporting, Cultural, or Other Events 381Third-Party Sources 382 Review 383 Discussion Questions 383 Brand Focus 7.0 Going for Corporate Gold at the Olympics 384 PART IV: MEASURING AND INTERPRETING BRAND PERFORMANCECHAPTER 8 Developing a Brand Equity Measurement and Management System Preview 389 The Brand Value Chain 390 Value Stages 390Illustrations 395 Implications 397 Designing Brand Tracking Studies 399 What to Track 399How to Conduct Tracking Studies 406 How to Interpret Tracking Studies 407 Establishing a Brand Equity Management System 408 Brand Equity Charter 409Brand Equity Report 410 Brand Equity Responsibilities 411 Review 421Discussion Questions 423 Brand Focus 8.0 Understanding and Managing the Mayo Clinic Brand 425 CHAPTER 9 Measuring Sources of Brand Equity: Capturing Customer Mindset 429 Preview 430 Qualitative Research Techniques 432 Free Association 433 Projective Techniques 440 Brand Personality and Values 444 Experiential Methods 447 Summary 453 Quantitative Research Techniques 453 Awareness 453 Image 458 Contents Brand Responses 462Brand Relationships 462 Review 466Discussion Questions 467 Brand Focus 9.0 Harvard Research into Consumers and Brands 468 CHAPTER 10 Measuring Outcomes of Brand Equity: Capturing Market Performance 477 Preview 477 Comparative Methods 482 Brand-Based Comparative Approaches 482 Marketing-Based Comparative Approaches 484 Conjoint Analysis 486 ResidualApp roaches 490 Holistic Methods 490 Valuation Approaches 492 Review 504 Discussion Questions 508 Brand Focus 10.0 Young & Rubicam’s BrandAsset Valuator 509 PART V: GROWING AND SUSTAINING BRAND EQUITYCHAPTER 11 Designing and Implementing Branding Strategies 520 Preview 521 The Brand-Product Matrix 521 Breadth of a Branding Strategy 524 Depth of a Branding Strategy 526 Brand Hierarchy 534 Building Equity at Different Hierarchy Levels 538 Corporate Image Dimensions 544 Designing a Branding Strategy 551 Number of Levels of the Brand Hierarchy 554 Desired Awareness and Image at Each Hierarchy Level ~55 Combining Brand Elements from Different Levels 556 Linking Brand Elements to Multiple Products 558 Adjustments to the Marketing Program 560 Review 563 Discussion Questions 565 Brand Focus 11.0 Using Cause Marketing to Build Brand Equity 566 CHAPTER 12 Introducing and Naming New Products and Brand Extensions 575 Preview 576 New Products and Brand Extensions 576 Contents 4 Advantages of Extensions 581 Facilitate New Product Acceptance 581Provide Feedback Benefits to the Parent Brand 586 Can Confuse or Frustrate Consumers 590 Disadvantages of Brand Extensions 590Can Encounter Retailer Resistance £ 91 Can Fail and Hurt Parent Brand Image 591 Can Succeed but Cannibalize Sales of Parent Brand 594 Can Succeed but Diminish Identification with Any One Category 594 Can Succeed but Hurt the Image of the Parent Brand 595 Can Dilute Brand Meaning 595 Can Cause the Company to Forgo the Chance to Develop a New Brand 598 ManagerialAssumptions 598 Brand Extensions and Brand Equity 600 Evaluating Brand Extension Opportunities 601 Define Actual and Desired Consumer Knowledge about the Brand 601Identify Possible Extension Candidates 602 Evaluate the Potential of the Extension Candidate 603 Design Marketing Programs to Launch Extension 606 Evaluate Extension Success and Effects on Parent Brand Equity 608 Extension Guidelines Based on Academic Research 608Review 623 Discussion Questions 624 Brand Focus 12.0 Guidelines for Profitable Line Extensions 625CHAPTER 13 Managing Brands over Time 632 Preview 632 Reinforcing Brands 634 Maintaining Brand Consistency 634 Protecting Sources of Brand Equity 637 Fortifying versus Leveraging 638 Fine- Tuning the Supporting Marketing Program 639 Summary 651 Revitalizing Brands 651 Expanding Brand Awareness 654 Improving Brand Image 659 Entering New Markets 662 Adjustments to the Brand Portfolio 663 Migration Strategies 663 Acquiring New Customers 664 Retiring Brands 668 Review 671 Discussion Questions 675 Brand Focus 13.0 Corporate Rebranding and Name Changes 676 ~I Cont~nts CHAPTER 14 Managing Brands over Geographic Boundaries and Market Segments 680 Preview 681 Rationale for Going International 681. Advantages of Global Marketing Programs 683 Economies of Scale in Production and Distribution 683 Lower Marketing Costs 684 Power and Scope 684 Consistency in Brand Image 684 Ability to Leverage Good Ideas Quickly and Efficiently 685 Uniformity of Marketing Practices 685 Disadvantages of Global Marketing Programs 685 Differences in Consumer Needs, Wants, and Usage Patterns for Products 686 Differences in Consumer Response to Marketing Mix Elements 686 Differences in Brand and Product Development and the Competitive Environment 687 Differences in the Legal Environment 687 Differences in Marketihg Institutions 687 Differences in Administrative Procedures 689 Standardization versus Customization 689 Standardization and Customization 690 Global Brand Strategy 694 Global Customer-Based Brand Equity 694 Global Brand Positioning 696 Building Global Customer-Based Brand Equity 697 1. Understand Similarities and Differences in the Global Branding Landscape 697 2. Don’t Take Shortcuts in Brand Building 699 3. Establish Marketing Infrastructure 701 4. Embrace Integrated Marketing Communications 702 S. Cultivate Brand Partnerships 705 6. Balance Standardization and Customization 707 7. Balance Global and Local Control 713 8. Establish Operable Guidelines 715 9. Implement a Global Brand Equity Measurement System 717 10. Leverage Brand Elements 717 Review 719 Discussion Questions 721 Brand Focus 14.0 Building Brand Equity across Other Market Segments 722 PART VI: CLosING PERSPECTIVESCHAPTER 15 Closing Observations 729 Preview 729 Strategic Brand Management Guidelines 730 Summary of Customer-Based Brand Equity Framework 730 Tactical Guidelines 732 Contents 2111 What Makes a Strong Brand? 735 Special Applications 737 industrial and Business-to-Business Products 737High-Tech Products 741 Services 744 Retailers 748 Small Businesses 751 Online 755 Future Brand Priorities 757Building Brand Equity 758 Measuring Brand Equity 759 Managing Brand Equity 759 Achieving Marketing Balance 760 Review 764Discussion Questions 765 Brand Focus 15.0 The Brand Report Card 766Epilogue 768 Credits 769 Index 771 |
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