Brand relations management: bridging the gap between brand promise and brand delivery
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Malmö [u.a.]
Liber
2004
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | 373 S. Ill., graph. Darst. |
| ISBN: | 914706403x 8763001217 |
Staff View
MARC
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| 245 | 1 | 0 | |a Brand relations management |b bridging the gap between brand promise and brand delivery |c Tony Apéria ; Rolf Back |
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Record in the Search Index
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| adam_text | Table of contents
Foreword 3
Overview 4
1. Competition and cooperation 11
PART I. Theories
2. Theories of importance in BRM 23
2.1 Mission and vision 23
2.2 Corporate culture 35
2.3 The Corporate Branding Tool Kit 38
2.4 Brand Equity 39
2.5 Consumer perception of price, quality and value 57
2.6 Brand building within the company and in the consumer s mind 62
2.7 Brand identity prism 63
2.8 Continuum of consumerism 65
2.9 Market share and category character 69
2.10 Brand Personality 71
2.11 A Cultural Meaning Transfer Perspective on Celebrity
Endorsement 76
2.12 Core Identity, Extended Identity and Brand Essence 79
2.13 Supra brands 85
2.14 Brand Architecture 87
2.15 Positioning 101
2.16 Brand Contacts 113
2.17 Five Buyer Groups 114
2.18 Brand Driven Business Development 115
2.19 Strategies for Extension of Master brands 131
2.20 Brand Territory 140
2.21 Loyalty Marketing 142
2.22 Product Development and Product Introduction 144
2.23 Brand Metrics 148
2.24 Corporate Reputation Metrics 155
2.25 Cultivating a deeper understanding of the brand 162
2.26 Semiotics 178
2.27 Relationship Marketing 184
2.28 Customer Satisfaction Metrics 195
2.29 CSM Customer Specific Marketing 197
7
¦ CONTENTS
2.30 Cooperation in the FMCG sector Efficient Consumer Response and
Category Management 198
PART II. Horizontal competition
3. Horizontal competition 217
3.1 Introduction 217
3.2 Product development 219
3.3 Advertising investment 223
4. The Colgate brand development on a mature market 228
4.1 Background 228
4.2 The Colgate brand Colgate = OralCare = Colgate 229
4.3 The oral care category 230
4.4 The Colgate brand 235
4.5 Branded product one: Colgate Karies Control (Cavities control) 236
4.6 Branded product two: Colgate Total 237
4.7 Branded product three: Colgate Sensational Whitening 239
4.8 Partnership 240
5. The Daim brand in search of brand identity 243
5.1 Marabou 243
5.2 The Nordic perspective 244
5.3 The Daim brand 245
5.4 Dynamic needs segmentation in the chocolate category 248
5.5 Brand driven business development 250
5.6 Co branding 250
5.7 Analysis of the Daim brand 253
5.8 Category Management confectionary 258
PART III. Vertical competition
6. Vertical competition 263
6.1 Globalisation The Rising Retailer 263
6.2 Retailers own brands 266
7. The ICA master brand change processes 274
7.1 ICA a company facing change 274
7.2 ICA Handlarnas AB 275
7.3 ICA Handlarnas mission and vision 278
7.3 The hexagon local stores competition strategy 279
7.5 The ICA Brand 280
7.6 The ICA customer card 286
TABLE OF CONTENTS
7.7 Management systems in ICA 290
7.8 A model of ICA 291
8. The ICA Nara subbrand 293
8.1 Introduction 293
8.2 Phase one ICA Rural stores 294
8.3 Phase two ICA Nara 297
8.4 CSM Customer Specific Marketing 298
8.5 The Leaflet 299
8.6 Category Management 300
8.7 Analysis of brand identity at the subbrand ICA Nara Rural 303
8.8 Analysis of brand identity at the subbrand ICA Nara Urban 306
8.9 The pilot stores 308
8.10 The network 310
8.11 Core values of ICA Nara 311
PART IV. Analysis and conclusions
9. Brand Relations Management: Bridging the Gap Between Brand
Promise and Brand Delivery 317
9.1 Fewer and stronger brands 317
9.2 Consumer insights 323
9.3 Category maturity and brand development 325
9.4 The category the frame of reference 328
9.5 Value and dynamic needs segmentation 329
9.6 Brand Relations Management: Bridging the Gap Between Brand Pro¬
mise and Brand Delivery 330
References 361
Subject Index 371
9
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| id | DE-604.BV020032989 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T20:11:18Z |
| institution | BVB |
| isbn | 914706403x 8763001217 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-013354172 |
| oclc_num | 255838223 |
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| owner_facet | DE-384 DE-1049 |
| physical | 373 S. Ill., graph. Darst. |
| publishDate | 2004 |
| publishDateSearch | 2004 |
| publishDateSort | 2004 |
| publisher | Liber |
| record_format | marc |
| spelling | Apéria, Tony Verfasser aut Brand relations management bridging the gap between brand promise and brand delivery Tony Apéria ; Rolf Back Malmö [u.a.] Liber 2004 373 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Markenpolitik swd Marketingtheorie / Markenpolitik / Produktimage / Innovation / Wettbewerbsstrategie / Einzelhandel / Wettbewerb / Theorie der Unternehmung Back, Rolf Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=013354172&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Apéria, Tony Back, Rolf Brand relations management bridging the gap between brand promise and brand delivery Markenpolitik swd Marketingtheorie / Markenpolitik / Produktimage / Innovation / Wettbewerbsstrategie / Einzelhandel / Wettbewerb / Theorie der Unternehmung |
| title | Brand relations management bridging the gap between brand promise and brand delivery |
| title_auth | Brand relations management bridging the gap between brand promise and brand delivery |
| title_exact_search | Brand relations management bridging the gap between brand promise and brand delivery |
| title_full | Brand relations management bridging the gap between brand promise and brand delivery Tony Apéria ; Rolf Back |
| title_fullStr | Brand relations management bridging the gap between brand promise and brand delivery Tony Apéria ; Rolf Back |
| title_full_unstemmed | Brand relations management bridging the gap between brand promise and brand delivery Tony Apéria ; Rolf Back |
| title_short | Brand relations management |
| title_sort | brand relations management bridging the gap between brand promise and brand delivery |
| title_sub | bridging the gap between brand promise and brand delivery |
| topic | Markenpolitik swd Marketingtheorie / Markenpolitik / Produktimage / Innovation / Wettbewerbsstrategie / Einzelhandel / Wettbewerb / Theorie der Unternehmung |
| topic_facet | Markenpolitik Marketingtheorie / Markenpolitik / Produktimage / Innovation / Wettbewerbsstrategie / Einzelhandel / Wettbewerb / Theorie der Unternehmung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=013354172&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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