Building strong brands:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London
Simon & Schuster
2002
|
| Ausgabe: | Paperback ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | IX, 380 S. Ill. |
| ISBN: | 9780743232135 0743232135 |
Internformat
MARC
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| 264 | 1 | |a London |b Simon & Schuster |c 2002 | |
| 300 | |a IX, 380 S. |b Ill. | ||
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Datensatz im Suchindex
| _version_ | 1804135758301233153 |
|---|---|
| adam_text | CONTENTS
Preface
vii
1.
What is a Strong Brand?
1
The Kodak Story
2
What Is Brand Equity?
7
Brand Awareness
10
Perceived Quality
17
Brand Loyalty
21
Brand Associations
25
Objectives of the Book
25
Building Strong Brands—Why Is It Hard?
26
2.
The Saturn Story
37
Saturn—A Strong Brand?
38
How Saturn Built a Brand
42
Challenges Facing Saturn and General Motors
61
3.
The Brand Identity System
67
What Is Brand Identity?
68
Brand Identity Traps
69
Four Brand Identity Perspectives
78
The Identity Structure
85
Providing a Value Proposition
95
Providing Credibility
103
The Bottom Line:
A Brand-Customer Relationship
103
Working with Multiple Brand Identities
104
4.
Organizational Associations
The Body Shop Story
The Story of Branding in Japan
The Brand as Organization
Organizational Associations
How Organizational Associations Work
5.
Brand Personality
The Harley-Davidson Story
Measuring Brand Personality
How a Brand Personality is- Created
Why Use Brand Personality?
The Self-Expression Model
The Relationship Basis Model
The Functional Benefit Representation Model
Brand Personality versus User Imagery
Brand Personality as a Sustainable Advantage
6.
Identity Implementation
The Brand Position
Achieving Brilliance in Execution
Tracking
A Strategic Brand Analysis
The Power of Brand Identity and Position
7.
Brand Strategies Over Time
The General Electric Story
The Smirnoff Story
Why Change Identities, Positions or Executions?
Why Consistency (If Done Well) is Better
Consistency Over Time: Why Is It Hard?
The Search for the Fountain of Youth
8.
Managing Brand Systems
Toward a System of Brands
Driver Roles
The Endorser Role
Strategic Brands
Subbrand
Roles
Branding Benefits
Silver Bullets
How Many Brands?
9.
Leveraging the Brand
The Healthy Choice Story
The Kingsford Charcoal Story
Line Extensions
Moving the Brand Down
Moving a Brand Up
Brand Extension Decisions
Creating Range Brands
Co-Branding
The Brand Systems Audit
10.
Measuring Brand Equity
Across Products
&
Markets
Young
&
Rubicam s Brand-Asset Valuator
Total Research s EquiTrend
Interbrand s Top Brands
Why Measure Brand Equity
Across Products and Markets?
The Brand Equity Ten
Loyalty Measures
Perceived Quality and Leadership Measures
Associations/Differentiation Measures
Awareness Measures
Market Behavior Measures
Toward a Single Value of Brand Equity
Adapting the Measures to a Brand s Context
11.
Organizing for Brand Building
Brand-Building Imperatives
Adapting the Organization for Brand Building
The Role of the Agency
A Parting Word
Notes
Index
About the Author
|
| adam_txt |
CONTENTS
Preface
vii
1.
What is a Strong Brand?
1
The Kodak Story
2
What Is Brand Equity?
7
Brand Awareness
10
Perceived Quality
17
Brand Loyalty
21
Brand Associations
25
Objectives of the Book
25
Building Strong Brands—Why Is It Hard?
26
2.
The Saturn Story
37
Saturn—A Strong Brand?
38
How Saturn Built a Brand
42
Challenges Facing Saturn and General Motors
61
3.
The Brand Identity System
67
What Is Brand Identity?
68
Brand Identity Traps
69
Four Brand Identity Perspectives
78
The Identity Structure
85
Providing a Value Proposition
95
Providing Credibility
103
The Bottom Line:
A Brand-Customer Relationship
103
Working with Multiple Brand Identities
104
4.
Organizational Associations
The Body Shop Story
The Story of Branding in Japan
The Brand as Organization
Organizational Associations
How Organizational Associations Work
5.
Brand Personality
The Harley-Davidson Story
Measuring Brand Personality
How a Brand Personality is- Created
Why Use Brand Personality?
The Self-Expression Model
The Relationship Basis Model
The Functional Benefit Representation Model
Brand Personality versus User Imagery
Brand Personality as a Sustainable Advantage
6.
Identity Implementation
The Brand Position
Achieving Brilliance in Execution
Tracking
A Strategic Brand Analysis
The Power of Brand Identity and Position
7.
Brand Strategies Over Time
The General Electric Story
The Smirnoff Story
Why Change Identities, Positions or Executions?
Why Consistency (If Done Well) is Better
Consistency Over Time: Why Is It Hard?
The Search for the Fountain of Youth
8.
Managing Brand Systems
Toward a System of Brands
Driver Roles
The Endorser Role
Strategic Brands
Subbrand
Roles
Branding Benefits
Silver Bullets
How Many Brands?
9.
Leveraging the Brand
The Healthy Choice Story
The Kingsford Charcoal Story
Line Extensions
Moving the Brand Down
Moving a Brand Up
Brand Extension Decisions
Creating Range Brands
Co-Branding
The Brand Systems Audit
10.
Measuring Brand Equity
Across Products
&
Markets
Young
&
Rubicam's Brand-Asset Valuator
Total Research's EquiTrend
Interbrand's Top Brands
Why Measure Brand Equity
Across Products and Markets?
The Brand Equity Ten
Loyalty Measures
Perceived Quality and Leadership Measures
Associations/Differentiation Measures
Awareness Measures
Market Behavior Measures
Toward a Single Value of Brand Equity
Adapting the Measures to a Brand's Context
11.
Organizing for Brand Building
Brand-Building Imperatives
Adapting the Organization for Brand Building
The Role of the Agency
A Parting Word
Notes
Index
About the Author |
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| illustrated | Illustrated |
| index_date | 2024-07-02T15:56:39Z |
| indexdate | 2024-07-09T20:45:35Z |
| institution | BVB |
| isbn | 9780743232135 0743232135 |
| language | English |
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| title | Building strong brands |
| title_auth | Building strong brands |
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| title_full | Building strong brands David A. Aaker |
| title_fullStr | Building strong brands David A. Aaker |
| title_full_unstemmed | Building strong brands David A. Aaker |
| title_short | Building strong brands |
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| topic | Brand name products Management Business names Management Markenpolitik (DE-588)4144679-3 gnd |
| topic_facet | Brand name products Management Business names Management Markenpolitik USA |
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