Strategic Brand Management:A European Perspective

Topics: Brand, Brand equity, Brand management Pages: 11 (1124 words) Published: November 30, 2013
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.

New to this Edition

· New ‘Brand Briefing’ case studies on Google, Zara, Ryanair and IKEA

· New online resources including more multiple choice questions to help you assess your progress

· More coverage of channel management and B2B research on brands Zum Seitenanfang
Table of Contents

Table of Contents

Guided tour

Preface

About the authors

Authors’ acknowledgements

Publisher’s acknowledgements

1 Brands and brand management

Preview
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 notes

2 Customer-based brand equity

Preview

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 positioning

Preview

Identifying and establishing brand positioning

Positioning guidelines

Defining and establishing brand mantras

Chapter review

Discussion questions
References and notes

4 Choosing brand elements to build brand equity

Preview

Criteria for choosing brand elements

Options and tactics for brand elements

Putting it all together

Chapter review

Discussion questions
References and notes

5 Designing marketing campaigns to build brand equity

Preview

New perspectives on marketing

Product strategy

Pricing strategy

Channel strategy

Chapter review

Discussion questions
References and notes

6 Integrating marketing campaigns to build brand equity

Preview

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 equity

Preview

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 system

Preview

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 mindset

Preview

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 performance

Preview

Comparative methods

Holistic methods
Chapter review

Discussion questions

References and notes

11 Designing and implementing branding strategies

Preview

Brand architecture

Brand...
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Kfc strategic brand managemnt Essay
  • Consumer Behaviour: a European Perspective Essay
  • Cost Management:a Strategic Emphasis Essay
  • Strategic Brand Management: Final Notes Essay
  • Guinness Brewery: Strategic Brand Management Essay
  • Essay about Strategic Brand Management
  • Strategic Brand Management Essay
  • Strategic Brand Management Essay

Become a StudyMode Member

Sign Up - It's Free
Короткометражный | Onepunch-Man 36 | One Piece 742