Brand Management

Höfundur: Michael Beverland
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Brand Management

Veldu vöru

Rafræn sending. Upplýsingar verða sendar á netfangið þitt eftir kaup
Rafbók til leigu í 180 daga. Útgáfa: 2

Efnisyfirlit

  • Publisher’s Acknowledgments
  • Praise for Brand Management
  • Online Resources
  • Preface
  • Part I Foundations of Co-creating Brand Meaning
    • 1 Brands and Branding
      • Welcome to a Branded World
      • What Is a Brand?
      • Who Co-creates Brand Meaning?
      • A Short History of Brand Management
      • Five Key Principles of Co-creating Meaningful Brands
      • Theoretical Influences on Branding Theory and Practice
        • Economics
        • Law
        • Psychology
        • Anthropology and Sociology
        • Business Studies
        • Media Studies
        • Creative Practice
      • Can Everything Be Branded?
      • Chapter Summary
      • Case Example: The Canterbury Crusaders
    • 2 Understanding Brand Users
      • Users Co-create Brand Meaning
      • Changes in Our Understanding of Users and Brands
      • Eight Approaches to Brand-meaning Management
      • The Value of Brands to Users
      • What about B2B Users?
      • Co-creation and the Centrality of Authenticity
      • Real or Fake? Users Prefer the Seemingly Real
      • Being Oneself vs. Fitting In: Why Users Seek Authentic Brands
      • Being Authentic: Three Strategies for Brand Managers
      • Is All Brand Consumption Driven by Identity?
      • Chapter Summary
      • Case Example: Kat Von D Becomes KVD
    • 3 Brand Equity
      • The Value of Brands
      • What Is Brand Equity?
      • Internal Firm Benefits of Brands?
      • Building Brand Equity
      • A Framework for Building Brand Equity
      • Chapter Summary
      • Case Example: Making Kodak “Cool” Again
    • 4 Data, Insights, and Measurement
      • Introduction
      • How Do We Measure Brand Equity?
      • Measuring Brand Awareness
      • Measuring Brand Associations
      • Qualitative Approaches
      • Quantitative Approaches
      • Tracking Customers’ Use of the Brand
      • Customer-focused Measures of Brand Meaning
      • User Engagement
      • Measuring Brand Authenticity
      • Big Data: Opportunities and Pitfalls
      • Monitoring the Fringe
      • Chapter Summary
      • Case Example: Transforming Brand Equity at Homebase
  • Part II Co-creating, Sustaining, Growing, and Renewing Brand Meaning
    • 5 Creating New Brands
      • Introduction
      • “New to World” vs. “New to Firm”
      • The Eight Steps of Brand Building
      • Building Internal Support for Branding
      • Building Brand Foundations
      • Brand Launch and Assessment
      • Positioning
      • Research for Positioning
      • Brand Names, Logos, and Elements
      • Articulating the Position
      • Chapter Summary
      • Case Example: Magneto Magazine
    • 6 Brand Consistency
      • Introduction
      • The Value of Consistency
      • Internal Consistency
      • Three Internal–External Gaps to be Managed
        • Brand Audits
      • Internal Branding
      • Communicating Externally
      • Brand Storytelling
      • Brand Building: Strategic Goals of Communications
      • Integrated Marketing Communications
      • Crafting the Brand Experience
      • Authenticating Strategies and Cues
      • Chapter Summary
      • Case Example: Yamaha
    • 7 Managing Brand Growth
      • Introduction
      • Exploiting the Brand
      • Brand Extensions
      • Line vs. Category Brand Extensions
      • Why Not Develop a New Brand? Plusses and Minuses of Brand Extensions
      • Co-branding and Brand Alliances
      • Brand Architecture: Managing Brand Portfolios
      • The Brand Relationship Spectrum
      • The House of Brands
      • A Branded House
      • Combinations and Hybrids
      • Acquiring New Brands: Using Architecture to Bring Brands into the Fold
      • Harvesting Brands
      • Chapter Summary
      • Case Example: Lovehoney’s Expansion Through Extensions and Partnerships
    • 8 Brand Relevance
      • Introduction
      • Brand Equity: Balancing Relevance with Consistency
      • Why Brand Managers Struggle with Relevance
      • Brand Ambidexterity
      • Design Thinking
      • Innovating for Relevance: Three Strategies for Enhancing Brand Authenticity
        • Cultural Storytelling (Pivot 1)
        • Progressive Reposition (Pivot 2)
      • Innovating via Design Disruption
      • Terminology: Repositioning, Revitalization, Refreshing, Relaunch?
      • Co-created Innovations: What Role for the User?
      • Chapter Summary
      • Case Example: Ottobock’s Pivot from B2B to B2C
    • 9 Communal Branding
      • Introduction
      • What Is Communal Branding?
      • Four Types of Communities
      • Communal Branding Strategies
      • Does Communal Branding Apply in B2B?
      • Challenges
      • Chapter Summary
      • Case Example: Di$count Universe
  • Part III Brand Management Challenges
    • 10 Globalization and Branding
      • Introduction
      • What is Global Branding?
      • Globalization and Brand Strategy
      • Glocalization and Brand Strategy
      • Deterritorialization and Brand Strategy
      • Protecting the Brand: Counterfeiting and Co-creation
      • Chapter Summary
      • Case Example: Rebranding Holland as The Netherlands
    • 11 Ethics and Brand Purpose
      • Introduction
      • Two Approaches to Understanding Ethical Challenges in Markets
      • Branding Ethics: Normative vs. Positive Approaches
      • A Contextual Approach to Brand Ethics
      • Brand Purpose
      • Ethical Challenges and Brand Co-creation
      • Chapter Summary
      • Case Example: Ecotricity
    • 12 Managing Brand Crisis
      • Introduction
      • What Is a Brand Crisis?
      • Why Manage Crises?
      • Three Brand Authenticity Crises
      • Managing Brand Crisis
      • Chapter Summary
      • Case Example: Shinola Detroit
  • Bibliography
  • Index

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