Creating powerful brands:
Gespeichert in:
| Beteiligte Personen: | , , |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
London ; New York, NY
Routledge
2011
|
| Ausgabe: | 4. ed. |
| Schlagwörter: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020648194&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Umfang: | XXV, 483 S. Ill., graph. Darst. |
| ISBN: | 9781856178495 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1819315131772829696 |
|---|---|
| adam_text | Titel: Creating powerful brands
Autor: DeChernatony, Leslie
Jahr: 2011
Contents
ABOUT THE AUTHORS............................................................................xiii
PREFACE...................................................................................................xvii
HOW TO USE THIS BOOK........................................................................xxi
ACKNOWLEDGEMENT...........................................................................xxv
Part 1 Foundations of Brand Management
CHAPTER 1 Why it is Crucial to Create Powerful Brands...................3
Summary.........................................................................................3
Confusion about What Marketing is............................................4
The Growing Importance of Intangible Assets..........................6
Shareholder Value-adding Strategies......................................13
What is a Product?.......................................................................13
The Importance of the Brand......................................................16
Conclusion.....................................................................................24
Building Successful Brands.........................................................25
Book Modus Operandi.................................................................26
CHAPTER 2 Understanding the Branding Process.............................27
Summary.......................................................................................27
Brand Success Through Integrating Marketing Resources.... 27
The Concept of the Brand...........................................................29
Characteristics of Brands............................................................34
Brands as Relationship Builders................................................37
Historical Evolution of Brands....................................................39
Brand Evolution: Distributors Brands and Generics..............43
Brand Categorisation...................................................................45
Brand Consumerisation Spectrum.............................................53
The Value of Brands to Manufacturers, Distributors
and Consumers.............................................................................54
The Importance of Brand Planning............................................56
The Issues Influencing Brand Potential....................................58
Conclusions...................................................................................63
Marketing Action Checklist........................................................64
Student Based Enquiry................................................................66
Part 2 Brand Management in Different Sectors
CHAPTER 3 How Consumers Choose Brands.....................................71
Summary.......................................................................................71
Brands and the Consumer s Buying Process.............................72
Extended Problem Solving..........................................................74
Dissonance Reduction.................................................................79
Limited Problem Solving.............................................................82
Tendency to Limited Problem Solving.......................................85
Consumers Low Involvement with Brands..............................85
Consumers Need-States.............................................................87
Differential Brand Marketing......................................................89
Consumers Perceptions of Added Values................................91
Brand Information: Quality or Quantity?..................................96
Clues to Evaluate Brands............................................................97
Brand Names as Informational Chunks.....................................98
The Challenge to Branding from Perception............................99
Naming Brands: Individual or Company Name?....................103
A Strategic Approach to Naming Brands................................106
Brand Name Alternatives Generated......................................107
Issues Associated with Effective Brand Names....................108
The Brand as a Risk Reducer...................................................Ill
Conclusions.................................................................................113
Marketing Action Checklist......................................................115
Student Based Enquiry:............................................................117
CHAPTER 4 How Consumer Brands Satisfy Social
and Psychological Needs...............................................123
Summary.....................................................................................123
Added Values Beyond Functionalism......................................124
Brands and Symbolism..............................................................127
Self-concept and Branding........................................................131
Brand Values and Personality...................................................133
Brand Personality and Relationship Building.........................140
The Contribution of Semiotics to Branding............................143
Conclusions.................................................................................147
Marketing Action Checklist......................................................149
Student Based Enquiry:............................................................152
CHAPTER 5 Business-to-Business Branding.....................................155
Summary.....................................................................................155
Brands and Organisational Marketing....................................156
The Unique Characteristics of Organisational Marketing.... 163
Nature of Brands in Organisational Markets..........................166
Who Buys Brands?.....................................................................167
Anticipating the Role of Buying Centre Members.................169
The Organisational Buying Process.........................................171
Brand Values in Business-to-Business Branding...................174
Brands as Relationship Builders..............................................177
Factors Influencing Brand Selection........................................182
Providing Organisational Buyers with Brand
Information..................................................................................188
The Company as a Brand..........................................................192
Varying Receptivity to Branding..............................................196
Conclusions.................................................................................197
Marketing Action Checklist......................................................199
Student Based Enquiry:............................................................201
CHAPTER 6 Service Brands.................................................................205
Summary.....................................................................................205
New Ways of Thinking about Services...................................206
The Challenge of Services Branding........................................208
Intangibility.................................................................................209
Heterogeneity.............................................................................213
Inseparability of Production and Consumption......................214
Perishability................................................................................216
Moving Beyond the Fast-moving Consumer
Goods Model...............................................................................217
The Process of Building and Sustaining Powerful
Services Brands..........................................................................219
Branding to make Tangible the Intangible.............................223
Consistent Service Brands through Staff................................225
Service Brands with the Optimum Consumer
Participation................................................................................229
Building Service Brand Equity..................................................233
Conclusions.................................................................................234
Marketing Action Checklist......................................................235
Student Based Enquiry..............................................................236
CHAPTER 7 Retailer Issues in Branding............................................241
Summary.....................................................................................241
The Store as a Brand.................................................................242
Retaining Customer Loyalty and Building
Engagement................................................................................244
The Internationalisation of Retail Brands...............................246
Store Brands................................................................................247
Success Factors of Store Brands - Consumer Behaviour
and Economic Cycles.................................................................248
Retailer Support for Own Label................................................250
The Arrival and Demise of Generics........................................253
The Increasingly Powerful Retailer..........................................254
The Responses of Weak and Strong Manufacturers..............255
Whether to Become an Own Label Supplier...........................258
How Retailers Select Own Label Suppliers............................262
Prioritising Brand Investment through Different
Retailers......................................................................................264
Winning with Brands rather than Own Labels......................267
Understanding the Balance of Power......................................269
Category Management..............................................................272
Using Information in Category Management.........................275
Efficient Consumer Response (ECR)........................................277
The Evolution of ECR................................................................278
How Firms Implement ECR......................................................280
How Firms Measure the Success of ECR................................282
Conclusions.................................................................................283
Marketing Action Checklist......................................................285
Student Based Enquiry..............................................................288
CHAPTER 8 Brands on the Internet...................................................293
Summary.....................................................................................293
Moving into a Virtual Environment.........................................293
Reconceiving the Concept of Brand ?.....................................296
The Importance of the Online Brand Experience...................298
The Evolving Role of the internet in Brand Building.............303
The Challenges Facing Brands on the Internet.....................307
Brand Equity of Online Brands.................................................310
Conclusions.................................................................................311
Marketing Actions Checklist....................................................312
Student Based Enquiry:............................................................315
Part 3 Winning the Brands Battle
CHAPTER 9 How Powerful Brands Beat Competitors.....................321
Summary.....................................................................................321
Brands as Strategic Devices.....................................................322
Cost-driven or Value-added Brands?.......................................324
Value-added Brands with Cost-driven Characteristics.........330
Identifying Brands Sources of Competitive Advantage.......333
Focusing Brands Competitive Advantages...........................336
Sustaining a Brand s Competitive Advantage........................337
Sustaining a Service Brand s Competitive
Advantage...................................................................................340
Anticipating Competitor Response..........................................343
The Meaning of Brand Share....................................................346
Striving for Profitable Brands...................................................349
Characterising Successful Brands............................................351
Need for Promotional Support..................................................355
Should a Company build Brands or buy Brands?...................357
Extending Brands.......................................................................358
Conclusions.................................................................................363
Marketing Action Checklist......................................................364
Student Based Enquiry..............................................................366
CHAPTER 10 The Challenge of Developing and Sustaining
Added Values..................................................................371
Summary.....................................................................................371
Positioning Brands as Added Value Offerings.......................372
Noticeably Different, Relevant and Welcomed Added
Values..........................................................................................378
Identifying Added Values.........................................................381
Adding Value through Consumer Participation.....................389
Adding Value through Customisation.....................................391
Adding Value through Building Relationships.......................393
Protecting Brands against Counterfeit Brands.......................395
Conclusions.................................................................................399
Marketing Action Checklist......................................................401
Student Based Enquiry..............................................................402
CHAPTER 11 Brand Plarining................................................................407
Summary.....................................................................................407
Understanding the Meaning of Core Values..........................408
Mamtaining the Brand s Core Values......................................409
Bridging the Brand s Values.....................................................413
Defining Brand Dimensions......................................................415
The de Chernatony - Mcwilliam Brand Planning Matrix.....418
Determining Brand Performance..............................................424
Managing Brands Over their Life Cycles................................424
Rejuvenating Has Been Brands..............................................434
A Systematic Approach for Revitalising Brands....................435
Conclusions.................................................................................438
Marketing Action Checklist......................................................440
Student Based Enquiry..............................................................442
CHAPTER 12 Brand Evaluation.............................................................447
Summary.....................................................................................447
Growing Brand Equity...............................................................447
Commercial Models of Brand Equity Growth.........................452
Measuring Brand Equity...........................................................454
Methods of Measuring the Financial Value of a Brand.........461
Conclusion: Financial Implications for Brands.......................466
Marketing Action Checklist......................................................467
INDEX.........................................................................................................471
|
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| id | DE-604.BV036730504 |
| illustrated | Illustrated |
| indexdate | 2024-12-20T14:40:49Z |
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| isbn | 9781856178495 |
| language | English |
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| spellingShingle | De Chernatony, Leslie McDonald, Malcolm 1938- Wallace, Elaine Creating powerful brands Markenpolitik (DE-588)4144679-3 gnd Markenartikel (DE-588)4037584-5 gnd |
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| title | Creating powerful brands |
| title_auth | Creating powerful brands |
| title_exact_search | Creating powerful brands |
| title_full | Creating powerful brands Leslie de Chernatony, Malcolm McDonald and Elaine Wallace |
| title_fullStr | Creating powerful brands Leslie de Chernatony, Malcolm McDonald and Elaine Wallace |
| title_full_unstemmed | Creating powerful brands Leslie de Chernatony, Malcolm McDonald and Elaine Wallace |
| title_short | Creating powerful brands |
| title_sort | creating powerful brands |
| topic | Markenpolitik (DE-588)4144679-3 gnd Markenartikel (DE-588)4037584-5 gnd |
| topic_facet | Markenpolitik Markenartikel |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020648194&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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