Lýsing:
Presenting the basics of brand management, the book provides both a theoretical and practical guide to brands, placing emphasis on the theory that the consumer is a co-creator in a brand′s identity. In a world in which social media and inclusive digital platforms have increased customer engagement, the role of brands and branding has changed. The line between the producer and the consumer has become blurred; consumers are no longer the recipients of brand identity, but the co-creators, playing a significant role in shaping new products and systems.
Annað
- Höfundur: Michael Beverland
- Útgáfa:2
- Útgáfudagur: 2021-02-03
- Hægt að prenta út 30 bls.
- Hægt að afrita 30 bls.
- Format:ePub
- ISBN 13: 9781529755275
- Print ISBN: 9781529720129
- ISBN 10: 1529755271
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
- 1 Brands and Branding
- 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
- 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
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- Gerð : 208
- Höfundur : 8255
- Útgáfuár : 2018
- Leyfi : 379