Strategic brand management: a European perspective
Gespeichert in:
| Hauptverfasser: | , , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Harlow [u.a.]
Prentice Hall Financial Times
2008
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Literaturangaben |
| Beschreibung: | XXVI, 829 S. Ill., graph. Darst. |
| ISBN: | 9780273706328 |
Internformat
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Datensatz im Suchindex
| _version_ | 1804138141020323840 |
|---|---|
| adam_text | RAOL R A EUROPEAN PERSPECTIVE KEVIN LANE KELLER TONY APERIA MATS
GEORGSON PRENTICE HALL ^ ; FINANCIAL TIMES . * . . * . AN IMPRINT OF
PEARSON EDUCATION HARLOW, ENGLAND * LONDON * NEW YORK * BOSTON * SAN
FRANCISCO * TORONTO * SYDNEY * SINGAPORE * HONG KONG TOKYO * SEOUL *
TAIPEI * NEW DELHI * CAPE TOWN * MADRID * MEXICO CITY * AMSTERDAM *
MUNICH * PARIS * MILAN S GUIDED TOUR , : : , X PREFACE ^ XII ABOUT THE
AUTHORS XX AUTHORS ACKNOWLEDGEMENTS XXIII PUBLISHER S ACKNOWLEDGEMENTS
XXV 1 BRANDS AND BRAND MANAGEMENT L PREVIEW ..-...-....., 1 WHAT IS A
BRAND? ., .-. . .- 2 WHY DO BRANDS MATTER? 6 CAN ANYTHING BE BRANDED?
9 WHAT ARE THE STRONGEST BRANDS? . , . . * 24 BRANDING CHALLENGES AND
OPPORTUNITIES , , . . 30 THE BRAND EQUITY CONCEPT. 33 STRATEGIC BRAND
MANAGEMENT PROCESS 35 CHAPTER REVIEW 39 DISCUSSION QUESTIONS 40
REFERENCES AND NOTES , 40 2 CUSTOMER-BASED BRAND EQUITY 42 PREVIEW . *
42 CUSTOMER-BASED BRAND EQUITY , ,, , . . 42 MAKING A BRAND STRONG:
BRAND KNOWLEDGE ,. 47 SOURCES OF BRAND EQUITY 48 FOUR STEPS TO BUILDING
A BRAND . , 56 CREATING CUSTOMER VALUE 78 CHAPTER REVIEW 80 DISCUSSION
QUESTIONS . 87 REFERENCES AND NOTES 88 3 BRAND POSITIONING ; R 94
PREVIEW 94 IDENTIFYING AND ESTABLISHING BRAND POSITIONING 95 *
CONTENTS ) POSITIONING GUIDELINES 106 DEFINING AND ESTABLISHING BRAND
MANTRAS 118 CHAPTER REVIEW 125 DISCUSSION QUESTIONS 126 REFERENCES AND
NOTES R 126 4 CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITY 128
PREVIEW 128 CRITERIA FOR CHOOSING BRAND ELEMENTS 128 MEMORABILITY 130
OPTIONS AND TACTICS FOR BRAND ELEMENTS 136 PUTTING IT ALL TOGETHER
* * . -. 165 CHAPTER REVIEW 166 DISCUSSION QUESTIONS 166 REFERENCES AND
NOTES 167 5 DESIGNING MARKETING CAMPAIGNS TO BUILD BRAND EQUITY 171
PREVIEW 171 NEW PERSPECTIVES ON MARKETING 171 PRODUCT STRATEGY 181
PRICING STRATEGY 188 CHANNEL STRATEGY *- * ; V - : 202 C H A P T
E R R E V I E W :: -** * . *** - 2 1 1 DISCUSSION QUESTIONS * - * 218
R E F E R E N C E S A N D N O T E S ***** ***- * * *** * * : . . * * :
. * * : . . 2 1 9 6 INTEGRATING MARKETING COMMUNICATIONS TO BUILD BRAND
EQUITY . 223 PREVIEW , .. . .. /] .-. 223 NEW MEDIA 224
OVERVIEW OF MARKETING COMMUNICATION OPTIONS . . , 230 DEVELOPING
INTEGRATED MARKETING COMMUNICATION CAMPAIGNS 265 CHAPTER REVIEW
*. *-.:-* 277 DISCUSSION QUESTIONS J ; ** - 283 REFERENCES AND NOTES-
- * * * R 283 7 USING SECONDARY BRAND ASSOCIATIONS TO
BUILD BRAND EQUITY ;, , 287 PREVIEW [ 287 CONCEPTUALIZING THE PROCESS ,
, 289 COMPANY -* * 2GG COUNTRY OF ORIGIN AND OTHER GEOGRAPHIC AREAS . .
302 CHANNELS OF DISTRIBUTION 306 CONTENTS CO-BRANDING : 310 LICENSING .
: . ; 326 CELEBRITY ENDORSEMENT *. . * 330 SPORTING, CULTURAL AND,OTHER
EVENTS . ; 335 THIRD-PARTY SOURCES I : 340 CHAPTER REVIEW * * 341
DISCUSSION QUESTIONS *.-,., 341 REFERENCES AND NOTES 342 8 DEVELOPING
A BRAND EQUITY MEASUREMENT AND MANAGEMENT SYSTEM 345 PREVIEW 345 THE NEW
ACCOUNTABILITY 346 THE BRAND VALUE CHAIN 347 BRAND AUDITS 357 DESIGNING
BRAND TRACKING STUDIES ,*;**.. 362 ESTABLISHING A BRAND EQUITY
MANAGEMENT SYSTEM - 372 CHAPTER REVIEW. , . * . * ,. * 387 DISCUSSION
QUESTIONS , , 398 REFERENCES AND NOTES ,-, - 399 9 MEASURING SOURCES OF
BRAND EQUITY: CAPTURING THE CUSTOMER MINDSET 401 PREVIEW .. 401
QUALITATIVE RESEARCH TECHNIQUES 403 ZALTMAN METAPHOR ELICITATION
TECHNIQUE , 416 QUANTITATIVERESEARCHTECHNIQU.ES : , . 427 COMPREHENSIVE
MODELS OF CONSUMER-BASED BRAND EQUITY 452 CHAPTER REVIEW , 454
DISCUSSION QUESTIONS 464 REFERENCES AND NOTES 464 10 MEASURING OUTCOMES
OF BRAND EQUITY: CAPTURING MARKET PERFORMANCE 467 PREVIEW : 467
COMPARATIVE METHODS ..-.,* 471 HOLISTIC METHODS / 477 CHAPTER REVIEW . ,
, . 489 DISCUSSION QUESTIONS 499 REFERENCES AND NOTES , 499 11
DESIGNING AND IMPLEMENTING BRANDING STRATEGIES 503 PREVIEW ., *.. * , *
503 BRAND ARCHITECTURE 503 CONTENTS BRAND HIERARCHY . . 519 DESIGNING A
BRANDING STRATEGY * . 535 ADVANTAGES OF CAUSE MARKETING 548 DESIGNING
CAUSE MARKETING CAMPAIGNS : 549 GREEN MARKETING * * 552 CHAPTER REVIEW
556 DISCUSSION QUESTIONS . 563 REFERENCES AND NOTES 563 12 INTRODUCING
AND NAMING PRODUCTS AND BRAND EXTENSIONS 567 PREVIEW * 567 NEW PRODUCTS
AND BRAND EXTENSIONS 568 ADVANTAGES OF EXTENSIONS ** *** 5 7 6
DISADVANTAGES OF BRAND EXTENSIONS ** * * 587 UNDERSTANDING HOW
CONSUMERS EVALUATE BRAND EXTENSIONS . 601 EVALUATING BRAND EXTENSION
OPPORTUNITIES : 611 EXTENSION GUIDELINES BASED ON ACADEMIC RESEARCH .
- 620 CHAPTER REVIEW 642 DISCUSSION QUESTIONS * 64 3 REFERENCES AND
NOTES 644 13 MANAGING BRANDS OVER TIME 651 PREVIEW 651 REINFORCING
BRANDS 652 REVITALIZING BRANDS 670 ADJUSTMENTS TO THE BRAND PORTFOLIO
.:**.:. 530 CHAPTER REVIEW * S 688 DISCUSSION QUESTIONS 694 REFERENCES
AND NOTES 694 14 MANAGING BRANDS OVER GEOGRAPHIC BOUNDARIES AND MARKET
SEGMENTS 697 PREVIEW 697 RATIONALE FOR GOING INTERNATIONAL 697
ADVANTAGES OF GLOBAL MARKETING CAMPAIGNS 699 DISADVANTAGES OF GLOBAL
MARKETING CAMPAIGNS 701 STANDARDIZATION VERSUS CUSTOMIZATION . 706
GLOBAL BRAND STRATEGY * * * * . * 713 BUILDING GLOBAL CUSTOMER-BASED
BRAND EQUITY 726 CHAPTER REVIEW 749 DISCUSSION QUESTIONS 755
REFERENCES AND NOTES *.***.: 755 CONTENTS (FA 15 CLOSING OBSERVATIONS
760 PREVIEW 760 STRATEGIC BRAND MANAGEMENT GUIDELINES 760 WHAT MAKES A
STRONG BRAND? 771 SPECIAL APPLICATIONS 777 FUTURE BRAND PRIORITIES 798
CHAPTER REVIEW 807 DISCUSSION QUESTIONS 810 REFERENCES AND NOTES ^ : 811
INDEX 813
|
| adam_txt |
RAOL R A EUROPEAN PERSPECTIVE KEVIN LANE KELLER TONY APERIA MATS
GEORGSON PRENTICE HALL ^ ; FINANCIAL TIMES . * . . * . AN IMPRINT OF
PEARSON EDUCATION HARLOW, ENGLAND * LONDON * NEW YORK * BOSTON * SAN
FRANCISCO * TORONTO * SYDNEY * SINGAPORE * HONG KONG TOKYO * SEOUL *
TAIPEI * NEW DELHI * CAPE TOWN * MADRID * MEXICO CITY * AMSTERDAM *
MUNICH * PARIS * MILAN S GUIDED TOUR , : : , X PREFACE ^ XII ABOUT THE
AUTHORS XX AUTHORS'ACKNOWLEDGEMENTS XXIII PUBLISHER'S ACKNOWLEDGEMENTS
XXV 1 BRANDS AND BRAND MANAGEMENT L PREVIEW .-.-., 1 WHAT IS A
BRAND? ., .-. .' " .- 2 WHY DO BRANDS MATTER? 6 CAN ANYTHING BE BRANDED?
9 WHAT ARE THE STRONGEST BRANDS? . , . . * 24 BRANDING CHALLENGES AND
OPPORTUNITIES , , . . 30 THE BRAND EQUITY CONCEPT. 33 STRATEGIC BRAND
MANAGEMENT PROCESS 35 CHAPTER REVIEW 39 DISCUSSION QUESTIONS 40
REFERENCES AND NOTES , 40 2 CUSTOMER-BASED BRAND EQUITY 42 PREVIEW . *
42 CUSTOMER-BASED BRAND EQUITY , ,, , . . 42 MAKING A BRAND STRONG:
BRAND KNOWLEDGE ,. 47 SOURCES OF BRAND EQUITY 48 FOUR STEPS TO BUILDING
A BRAND . , 56 CREATING CUSTOMER VALUE 78 CHAPTER REVIEW 80 DISCUSSION
QUESTIONS '. 87 REFERENCES AND NOTES '' 88 3 BRAND POSITIONING ; R 94
PREVIEW ' 94 IDENTIFYING AND ESTABLISHING BRAND POSITIONING 95 *
CONTENTS ) POSITIONING GUIDELINES 106 DEFINING AND ESTABLISHING BRAND
MANTRAS 118 CHAPTER REVIEW 125 DISCUSSION QUESTIONS 126 REFERENCES AND
NOTES R ' 126 4 CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITY 128
PREVIEW ' 128 CRITERIA FOR CHOOSING BRAND ELEMENTS 128 MEMORABILITY 130
OPTIONS AND TACTICS FOR BRAND ELEMENTS 136 PUTTING IT ALL TOGETHER "
'*'*'.'-. 165 CHAPTER REVIEW 166 DISCUSSION QUESTIONS 166 REFERENCES AND
NOTES 167 5 DESIGNING MARKETING CAMPAIGNS TO BUILD BRAND EQUITY 171
PREVIEW 171 NEW PERSPECTIVES ON MARKETING 171 PRODUCT STRATEGY ' 181
PRICING STRATEGY ' 188 CHANNEL STRATEGY *- ' *" ; V - : '' 202 C H A P T
E R R E V I E W ' :: -** *' . ***'- 2 1 1 DISCUSSION QUESTIONS * - * 218
R E F E R E N C E S A N D N O T E S *****'***-'*'*"*** * * : . . * * :
. * * : . . 2 1 9 6 INTEGRATING MARKETING COMMUNICATIONS TO BUILD BRAND
EQUITY . 223 PREVIEW '" '',"''.'.''"'.' /]".-. 223 NEW MEDIA ' ' " 224
OVERVIEW OF MARKETING COMMUNICATION OPTIONS . . , 230 DEVELOPING
INTEGRATED MARKETING COMMUNICATION CAMPAIGNS 265 CHAPTER REVIEW
*.'*-.:-* 277 DISCUSSION QUESTIONS J ; ** - 283 REFERENCES AND NOTES-''
- ' ' ' '* ' ' ' * * R ' 283 7 USING SECONDARY BRAND ASSOCIATIONS TO
BUILD BRAND EQUITY ;, , 287 PREVIEW "[ 287 CONCEPTUALIZING THE PROCESS ,
, 289 COMPANY -* * 2GG COUNTRY OF ORIGIN AND OTHER GEOGRAPHIC AREAS . .
302 CHANNELS OF DISTRIBUTION 306 CONTENTS CO-BRANDING : 310 LICENSING .
: . ; 326 CELEBRITY ENDORSEMENT *. . * 330 SPORTING, CULTURAL AND,OTHER
EVENTS . ; 335 THIRD-PARTY SOURCES I : 340 CHAPTER REVIEW * * 341
DISCUSSION QUESTIONS *.-,., 341 REFERENCES AND NOTES 342 8 DEVELOPING
A BRAND EQUITY MEASUREMENT AND MANAGEMENT SYSTEM 345 PREVIEW 345 THE NEW
ACCOUNTABILITY 346 THE BRAND VALUE CHAIN 347 BRAND AUDITS 357 DESIGNING
BRAND TRACKING STUDIES ,*;**. 362 ESTABLISHING A BRAND EQUITY
MANAGEMENT SYSTEM - 372 CHAPTER REVIEW. , . * . * ,. * 387 DISCUSSION
QUESTIONS , , 398 REFERENCES AND NOTES ,-, - 399 9 MEASURING SOURCES OF
BRAND EQUITY: CAPTURING THE CUSTOMER MINDSET 401 PREVIEW . 401
QUALITATIVE RESEARCH TECHNIQUES 403 ZALTMAN METAPHOR ELICITATION
TECHNIQUE , 416 QUANTITATIVERESEARCHTECHNIQU.ES : , . 427 COMPREHENSIVE
MODELS OF CONSUMER-BASED BRAND EQUITY 452 CHAPTER REVIEW , 454
DISCUSSION QUESTIONS 464 REFERENCES AND NOTES 464 10 MEASURING OUTCOMES
OF BRAND EQUITY: CAPTURING MARKET PERFORMANCE 467 PREVIEW : 467
COMPARATIVE METHODS .-.,* 471 HOLISTIC METHODS / 477 CHAPTER REVIEW . ,
, . 489 DISCUSSION QUESTIONS 499 REFERENCES AND NOTES , ' 499 11
DESIGNING AND IMPLEMENTING BRANDING STRATEGIES 503 PREVIEW ., *. * , *
503 BRAND ARCHITECTURE 503 CONTENTS BRAND HIERARCHY . . 519 DESIGNING A
BRANDING STRATEGY * . 535 ADVANTAGES OF CAUSE MARKETING 548 DESIGNING
CAUSE MARKETING CAMPAIGNS : 549 GREEN MARKETING * * ' 552 CHAPTER REVIEW
556 DISCUSSION QUESTIONS . 563 REFERENCES AND NOTES 563 12 INTRODUCING
AND NAMING PRODUCTS AND BRAND EXTENSIONS 567 PREVIEW * 567 NEW PRODUCTS
AND BRAND EXTENSIONS ' 568 ADVANTAGES OF EXTENSIONS '**'*** 5 7 6
DISADVANTAGES OF BRAND EXTENSIONS '** * * 587 UNDERSTANDING HOW
CONSUMERS EVALUATE BRAND EXTENSIONS . 601 EVALUATING BRAND EXTENSION
OPPORTUNITIES : ' 611 EXTENSION GUIDELINES BASED ON ACADEMIC RESEARCH .
- 620 CHAPTER REVIEW 642 DISCUSSION QUESTIONS ' * 64 3 REFERENCES AND
NOTES 644 13 MANAGING BRANDS OVER TIME 651 PREVIEW 651 REINFORCING
BRANDS 652 REVITALIZING BRANDS 670 ADJUSTMENTS TO THE BRAND PORTFOLIO
.:**.:. 530 CHAPTER REVIEW * S 688 DISCUSSION QUESTIONS ' 694 REFERENCES
AND NOTES 694 14 MANAGING BRANDS OVER GEOGRAPHIC BOUNDARIES AND MARKET
SEGMENTS 697 PREVIEW 697 RATIONALE FOR GOING INTERNATIONAL 697
ADVANTAGES OF GLOBAL MARKETING CAMPAIGNS 699 DISADVANTAGES OF GLOBAL
MARKETING CAMPAIGNS 701 STANDARDIZATION VERSUS CUSTOMIZATION ' . 706
GLOBAL BRAND STRATEGY * * * * . * ' 713 BUILDING GLOBAL CUSTOMER-BASED
BRAND EQUITY " ' 726 CHAPTER REVIEW 749 DISCUSSION QUESTIONS 755
REFERENCES AND NOTES *.***.: 755 ' CONTENTS (FA 15 CLOSING OBSERVATIONS
760 PREVIEW 760 STRATEGIC BRAND MANAGEMENT GUIDELINES 760 WHAT MAKES A
STRONG BRAND? 771 SPECIAL APPLICATIONS 777 FUTURE BRAND PRIORITIES 798
CHAPTER REVIEW 807 DISCUSSION QUESTIONS 810 REFERENCES AND NOTES ^ : 811
INDEX 813 |
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| author | Keller, Kevin Lane 1956- Apéria, Tony Georgson, Mats |
| author_GND | (DE-588)132842920 (DE-588)136711308 |
| author_facet | Keller, Kevin Lane 1956- Apéria, Tony Georgson, Mats |
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| author_sort | Keller, Kevin Lane 1956- |
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| building | Verbundindex |
| bvnumber | BV023536402 |
| callnumber-first | H - Social Science |
| callnumber-label | HD69 |
| callnumber-raw | HD69.B7 |
| callnumber-search | HD69.B7 |
| callnumber-sort | HD 269 B7 |
| callnumber-subject | HD - Industries, Land Use, Labor |
| classification_rvk | QP 624 |
| ctrlnum | (OCoLC)191697388 (DE-599)BVBBV023536402 |
| dewey-full | 658.8/27 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/27 |
| dewey-search | 658.8/27 |
| dewey-sort | 3658.8 227 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| edition | 1. publ. |
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| geographic | Europa (DE-588)4015701-5 gnd |
| geographic_facet | Europa |
| id | DE-604.BV023536402 |
| illustrated | Illustrated |
| index_date | 2024-07-02T22:30:16Z |
| indexdate | 2024-07-09T21:23:28Z |
| institution | BVB |
| isbn | 9780273706328 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-016824998 |
| oclc_num | 191697388 |
| open_access_boolean | |
| owner | DE-521 DE-92 DE-M347 DE-B170 DE-188 DE-Eb1 DE-2070s |
| owner_facet | DE-521 DE-92 DE-M347 DE-B170 DE-188 DE-Eb1 DE-2070s |
| physical | XXVI, 829 S. Ill., graph. Darst. |
| publishDate | 2008 |
| publishDateSearch | 2008 |
| publishDateSort | 2008 |
| publisher | Prentice Hall Financial Times |
| record_format | marc |
| spelling | Keller, Kevin Lane 1956- Verfasser (DE-588)132842920 aut Strategic brand management a European perspective Kevin Lane Keller ; Tony Apéria ; Mats Georgson 1. publ. Harlow [u.a.] Prentice Hall Financial Times 2008 XXVI, 829 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Literaturangaben Brand name products Management Strategisches Management (DE-588)4124261-0 gnd rswk-swf Markenartikel (DE-588)4037584-5 gnd rswk-swf Markenpolitik (DE-588)4144679-3 gnd rswk-swf Europa (DE-588)4015701-5 gnd rswk-swf Europa (DE-588)4015701-5 g Markenartikel (DE-588)4037584-5 s Markenpolitik (DE-588)4144679-3 s Strategisches Management (DE-588)4124261-0 s 1\p DE-604 DE-188 Apéria, Tony Verfasser aut Georgson, Mats Verfasser (DE-588)136711308 aut GBV Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016824998&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Keller, Kevin Lane 1956- Apéria, Tony Georgson, Mats Strategic brand management a European perspective Brand name products Management Strategisches Management (DE-588)4124261-0 gnd Markenartikel (DE-588)4037584-5 gnd Markenpolitik (DE-588)4144679-3 gnd |
| subject_GND | (DE-588)4124261-0 (DE-588)4037584-5 (DE-588)4144679-3 (DE-588)4015701-5 |
| title | Strategic brand management a European perspective |
| title_auth | Strategic brand management a European perspective |
| title_exact_search | Strategic brand management a European perspective |
| title_exact_search_txtP | Strategic brand management a European perspective |
| title_full | Strategic brand management a European perspective Kevin Lane Keller ; Tony Apéria ; Mats Georgson |
| title_fullStr | Strategic brand management a European perspective Kevin Lane Keller ; Tony Apéria ; Mats Georgson |
| title_full_unstemmed | Strategic brand management a European perspective Kevin Lane Keller ; Tony Apéria ; Mats Georgson |
| title_short | Strategic brand management |
| title_sort | strategic brand management a european perspective |
| title_sub | a European perspective |
| topic | Brand name products Management Strategisches Management (DE-588)4124261-0 gnd Markenartikel (DE-588)4037584-5 gnd Markenpolitik (DE-588)4144679-3 gnd |
| topic_facet | Brand name products Management Strategisches Management Markenartikel Markenpolitik Europa |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016824998&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT kellerkevinlane strategicbrandmanagementaeuropeanperspective AT aperiatony strategicbrandmanagementaeuropeanperspective AT georgsonmats strategicbrandmanagementaeuropeanperspective |