Strategic Brand Management: A European Perspective, 2nd edition

Published by Financial Times Press (29 November 2011) © 2012

  • Kevin Lane Keller Dartmouth College
  • Tony Aperia University of Stockholm; Nordic Brand Academy
  • Mats Georgson Georgson and Co. , Dartmouth College - Tuck School of Business
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Title overview

Get the tools to improve your brand profitability with this comprehensive guide to brand management

Strategic Brand Management: A European Perspective, 2nd edition, equips you with the tools and understanding to improve the long-term profitability of your brand strategy.

Incorporating the latest thinking and developments from academics and industry professionals in the field, this text provides you with a balance of theory and practical knowledge, teaching you how to build, measure, and manage brand equity.

Introducing practical insights to a strong theoretical foundation, this text will help develop your managerial decision-making skills.

This title comes with additional digital resources.

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
  1. 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
  1. Brand positioning
  • Preview
  • Identifying and establishing brand positioning
  • Positioning guidelines
  • Defining and establishing brand mantras
  • Chapter review
  • Discussion questions
  • References and notes
  1. 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
  1. 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
  1. 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
  1. 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
  1. 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
  1. 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
  1. Measuring outcomes of brand equity: capturing market performance
  • Preview
  • Comparative methods
  • Holistic methods Chapter review
  • Discussion questions
  • References and notes
  1. Designing and implementing branding strategies
  • Preview
  • Brand architecture
  • Brand hierarchy
  • Designing a branding strategy
  • Using cause marketing to build brand equity
  • Chapter review
  • Discussion questions
  • References and notes
  1. Introducing and naming products and brand extensions
  • Preview
  • New products and brand extensions
  • Advantages of extensions
  • Disadvantages of brand extensions
  • Under

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