Efnisyfirlit

• Online Resources
• Praise for Brand Management
• 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
    • Disciplinary 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
    • Further Reading
  • 2 Understanding Brand Users
    • Introduction
    • Changes in Our Understanding of Users and Brands
    • Eight Approaches to Brand 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: Whisper
    • Further Reading
  • 3 Brand Equity
    • Introduction
    • What Is Brand Equity?
    • Internal Firm Benefits of Brands
    • Building Brand Equity
    • A Framework for Building Brand Equity
    • Chapter Summary
    • Case Example: Glossier
    • Further Reading
  • 4 Data, Insights, and Measurement
    • Introduction
    • How Do We Measure Brand Equity?
      • Measuring Brand Awareness
      • Measuring Brand Associations
    • Qualitative Approaches
    • Quantitative Approaches
    • Customer-focused Measures of Brand Meaning
      • User Engagement
      • Sentiment Analysis
      • Monitoring the Fringe
    • Big Data: Opportunities and Pitfalls
    • Measuring Brand Authenticity
    • Chapter Summary
    • Case Example: Trung Nguyên Legend
    • Further Reading
• Part II Co-creating, Sustaining, Growing, and Renewing Brand Meaning
  • 5 Creating New Brands
    • Introduction
    • “New to Firm” vs. “New to World”
    • The Eight Steps of Brand Building
      • Building Internal Support for Branding
      • Building Brand Foundations
      • Brand Launch and Assessment
    • Positioning
      • Frames of Reference for Positioning
    • Engineering the Brand into the Marketing Mix (and Beyond)
    • Chapter Summary
    • Case Example: Magneto Magazine
    • Further Reading
  • 6 Brand Assets and Experiences
    • Introduction
    • Brand Assets
      • What’s in a Name?
      • Logos
      • Taglines
      • Characters
      • Corporate Identity Systems
    • Legal Protection
    • Working with Creative Agencies
    • Co-creating Consumer Experiences and Journeys
    • Chapter Summary
    • Case Example: Tony’s Chocolonely
    • Further Reading
  • 7 Brand Consistency
    • Introduction
    • The Value of Consistency
    • Internal Consistency
    • Three Internal–External Gaps to be Managed
      • Brand Audit
    • Internal Branding
    • Communicating Externally
      • Brand Storytelling
      • Brand Building: Strategic Goals of Communications
      • Integrated Marketing Communications
    • Authenticating Strategies and Cues
    • Chapter Summary
    • Case Example: Yamaha
    • Further Reading
  • 8 Managing Brand Growth
    • Introduction
    • Exploiting the Brand
    • Brand Extensions
      • Unlocking the Success of Brand Extensions
      • Why Not Develop a New Brand? Plusses and Minuses of Brand Extensions
    • Co-branding
    • Brand Architecture: Managing Brand Portfolios
    • The Brand Relationship Spectrum
      • The House of Brands
      • A Branded House
      • Hybrid Architectures
    • Acquiring New Brands: Using Architecture to Bring Brands into the Fold
    • Harvesting Brands
    • Chapter Summary
    • Case Example: Lovehoney’s Expansion through Extensions and Partnerships
    • Further Reading
  • 9 Brand Relevance
    • Introduction
    • Brand Equity: Balancing Relevance with Consistency
      • Why Brand Managers Struggle with Relevance
    • Brand Ambidexterity
      • Design Thinking
    • Innovating for Relevance: Three Strategic Pivots
      • Pivot 1: Cultural Branding
      • Pivot 2: Progressive Repositioning
      • Pivot 3: Disruption
    • Terminology: Repositioning, Revitalization, Refreshing, Relaunch?
    • Chapter Summary
    • Case Example: Ottobock’s Move from B2B to B2C
    • Further Reading
  • 10 Communal Branding
    • Introduction
    • What Is Communal Branding?
    • Four Types of Communities
    • Communal Branding Strategies
    • Does Communal Branding Apply in B2B?
    • Communal Branding Challenges
    • Chapter Summary
    • Case Example: Shatta Wale and the Movement
    • Further Reading
• Part III Brand Management Challenges
  • 11 Globalization and Branding
    • Introduction
    • What Is Global Branding?
    • Globalization and Brand Strategy
    • Glocalization and Brand Strategy
    • Deterritorialization and Brand Strategy
      • Reterritorialization: How Brands Craft Nation Identity
    • Protecting the Brand: Counterfeiting and Co-creation
    • Chapter Summary
    • Case Example: Rebranding Holland as the Netherlands
    • Further Reading
  • 12 Ethics and Branding
    • Introduction
    • Brands and Ethics, Not as Easy as It Looks
    • A Contextual Approach to Brand Ethics
    • Managing Ethically: Brand Purpose and Brand Activism
    • Ethical Challenges in Brand Co-creation
    • Managing Brand Crisis
      • Three Brand Authenticity Crises
    • Chapter Summary
    • Case Example: Shinola Detroit
    • Further Reading
• References
• Index

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