Verfügbarkeit: Brands and brand management

Brands and brand management: contemporary research perspectives

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Format:	Buch
Sprache:	English
Veröffentlicht:	New York [u,a,] Routledge 2010
Schriftenreihe:	Marketing and consumer psychology series
Schlagworte:	Branding (Marketing) Brand name products > Management Markenpolitik Aufsatzsammlung
Online-Zugang:	Inhaltsverzeichnis
Beschreibung:	Includes bibliographical references and index
Beschreibung:	XXVIII, 311 S.
ISBN:	9781841697598

Internformat

MARC


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Datensatz im Suchindex

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adam_text	Contents Series Foreword, by Curtis P. Haugtvedt ....................................................xiii Foreword, by Kevin Lane Keller ....................................................................xv Preface ...............................................................................................................xxi The Editors ......................................................................................................xxv Contributors .................................................................................................xxvii Section I Overview 1 On the Science of Branding: An Introduction .....................................3 Barbara Loken, Rohini Ahluwalia, and Michael }. Houston Content of the Book ....................................................................................3 Social Media and a Look to the Future ....................................................7 References ....................................................................................................8 Section II Managing and Leveraging Brands 2 Leveraging a Brand Through Brand Extension: A Review of Two Decades of Research ...............................................11 Barbara Loken, Christopher Joiner, and Michael }. Houston What Is a Brand Extension? .....................................................................11 Brand Extensions That Extend Familiar Brand Associations .............14 Parent Brand Commitment, Trust, Liking, and Experience .....15 Brand Extension Consistency .......................................................16 Information Prominence and Accessibility ................................17 Strategic Brand Decision Making ...........................................................18 Product Branding Strategies .........................................................19 Pricing Brand Strategies ................................................................21 Distribution Branding Strategies .................................................24 Promotional Brand Strategies .......................................................25 Competitive Strategies ..................................................................26 Brand Extensions That Are Innovative ..................................................27 Brand Revitalization ......................................................................28 Consumers Who Prefer Novelty and Risk .................................28 Increasing Brand Breadth ..............................................................29 Establishing a First-Mover Advantage .......................................29 vn viii Contents Sub-Brand Strategies .....................................................................30 Cultural Factors in Brand Extension Evaluation ..................................31 Conclusions and Future Research ..........................................................34 References ..................................................................................................37 3 Brand Alliances ........................................................................................43 Akshay Rao Introduction ...............................................................................................43 Organizing Framework ............................................................................44 Theoretical Perspectives and Evidence ..................................................46 Information Economics .................................................................47 Behavioral Research .......................................................................51 Implications and Applications ................................................................56 Issues Related to the Formation and Management of Brand Alliances .................................................................56 Issues Related to Consumer Perceptions of Brand Alliances .....58 Issues Related to the Strategic Consequences of Brand Alliances .............................................................................59 Conclusion .................................................................................................60 References ..................................................................................................60 4 Traveling the Paths to Brand Loyalty ..................................................63 Rohini Ahluwalia and Andrew M. Kaikati Brand Loyalty ............................................................................................64 The Three Paths to Brand Loyalty ..........................................................66 The Performance Path ...................................................................67 The Path of Consumer-Brand Connection .................................70 The Path Paved With Incentives ..................................................76 Conclusion .................................................................................................83 References ..................................................................................................85 5 Branding and Corporate Social Responsibility (CSR) ....................91 Zeynep Giirhan-Canli and Anne Fries Consumer Characteristics ........................................................................94 Awareness .......................................................................................94 Familiarity .......................................................................................94 Affinity for the Cause ....................................................................94 Personal Characteristics ................................................................95 Company Characteristics and Actions ...................................................96 Prior Reputation of the Company ...............................................96 Design Elements of CSR Activities ..............................................97 Communication of CSR Activities .............................................100 Contents ix Company-CSR Fit ...................................................................................101 Accessibility of Other Corporate and Brand Associations ...............104 Conclusion ...............................................................................................105 References ................................................................................................106 Section III Cultural, Sociological, and Global Branding Perspectives 6 Cultural Symbolism of Brands ............................................................113 Carlos J. Torelli, Hean Tat Keh, and Chi-Yue Chiu Brand Building in Multicultural Markets .............................................113 Brand Symbolism and Consumer Identity ................................114 Cultural Symbolism of Brands and Iconic Brands ...................115 Measuring the Cultural Symbolism of Brands .........................116 Iconic Brands as Cultural Primes in Globalized Markets ......120 Iconic Brands and Self-Identity ..................................................123 How Do Brands Become Cultural Symbols? ...........................126 Conclusions ..............................................................................................127 References ................................................................................................129 7 Toward a Sociological Model of Brands ...........................................133 Thomas С O Guinn and Albert M. Muniz, Jr. Beyond Attitudes ....................................................................................134 Community as Example .........................................................................135 The Social Model .....................................................................................137 Suggestions on Method ...............................................................150 Conclusion ...............................................................................................150 References ................................................................................................152 Section IV New Directions in Measurement of Brand Equity 8 Measuring Brand Equity: The Marketing Surplus and Efficiency (MARKSURE)-Based Brand Equity ...............................159 C. Whan Park, Deborah ƒ. Madnnis, Xavier Dreze, and Jonathan Lee Introduction .............................................................................................159 Perspectives on Brand Equity ...............................................................160 Costs to the Firm to Secure Customer Relationships (Firm Effort) .....................................................................165 The Referent Brand .............................................................................166 Contents Temporal Issues Involving Brand Equity .............................................167 Marketing Surplus and Efficiency (MARKSURE)-Based Brand Equity .............................................................................................168 Revised Definition of Brand Equity .....................................................169 Unit Price .......................................................................................169 Quantity Sold ................................................................................169 Marketing Costs ...........................................................................170 Two Key Components of the MARKSURE Metric .............................170 Brand Equity Measure .................................................................172 Operational Characteristics of the Marketing Surplus and Marketing Efficiency-Based Brand Equity Measure ...............173 Operational Definition of Marketing Costs ..............................173 Using MARKSURE to Assess Marketing Activities .................176 Including Lag Effects ....................................................................176 Practitioner Appeal ......................................................................177 Discussion ................................................................................................179 The Boundary of Marketing Functions .....................................179 Potential Inflation of Measured Brand Equity .........................180 Incorporating Expected Future Earning ...................................180 Brand Equity of Not-For-Profit Brands .....................................181 The Unit of Analysis for Brand Equity ......................................181 Appendix .................................................................................................183 References ................................................................................................186 9 Revisiting the Customer Value Proposition: The Power of Brand Emotion ..............................................................189 Baba Shiv and Antoine Bechara Customer Value Proposition — Tracing the Historical Viewpoints .. 189 The Third-Wave View — The Power of Brand Emotion .................191 The Story of Phineas Gage ..........................................................192 More Evidence From Neurological Patients ............................193 Decision Quality, Emotions, and the Brain ...............................194 Back to the Customer Value Proposition ..................................200 Journey Into the Future ..........................................................................200 Developing Appropriate Measures for the E Component .....201 Exploring Tactical Approaches to Shaping E in the Age of the Internet .......................................................................203 Adding Beta-Weights to the Components of the CVP ............204 Some Final Words ...................................................................................204 References ................................................................................................205 10 Utility-Based Models of Brand Equity ..............................................207 Tiilin Erdem and Joffre Swait Contents xi Introduction .............................................................................................207 A Utility-Based Modeling Framework for Customer-Based Brand Equity .................................................................................210 Consumer Choice Processes and Brand Equity Measurement .........214 Cross-Sectional Models ................................................................214 Panel Data Models .......................................................................220 Linking Customer-Based Brand Equity to Market Performance .....223 Future Research .......................................................................................224 References ................................................................................................227 Section V Protecting Brands 11 When Do Bad Things Happen to Good Brands? Understanding Internal and External Sources of Brand Dilution ....................................................................................................233 Barbara Loken and Deborah Roedder John External Sources of Dilution ..................................................................236 Negative Media Publicity ...........................................................236 Unauthorized Use of Trademarks .............................................241 Distribution Channel Activities .................................................244 Consumer Backlash .....................................................................245 Internal Sources of Dilution ..................................................................249 Inconsistent Marketing Mix Decisions ......................................249 Brand Leveraging Problems .......................................................253 Protecting Brands from Dilution ..........................................................257 Brand Monitoring and Surveillance ..........................................258 Building and Maintaining Strong Brands ................................258 Distancing Techniques .................................................................260 Future Research .......................................................................................261 References ........................................................................·.......................263 12 Brands and Trademarks: The Legal Implications of Branding.... 271 Stephen R. Baird The Relationship Between Brands and Trademarks ..........................271 Trademarks Must Be Distinctive ................................................272 Trademarks Cannot Be Functional ............................................276 How Trademark Rights Are Obtained and What They Provide the Brand Owner ..........................................................................277 Trademark Rights Are Created in the United States Through Use ....................................................................277 Registration Provides Enhanced Rights ...................................277 xii Contents Trademark Rights Are Designed to Prevent Confusion of Consumers .......................................................................280 Remedies to Trademark Owner When Rights Are Infringed ... 280 Loss of Trademark Rights ......................................................................281 The Importance of Enforcing Trademark Rights .....................281 Abandonment ...............................................................................282 Genericide .....................................................................................282 Transfer and Licensing of Trademark Rights ......................................283 Famous Trademarks and Dilution ........................................................286 The Use of Survey Evidence in Trademark Disputes ........................288 Conclusion ...............................................................................................290 Endnotes...................................................................................................291 Author Index ..................................................................................................293 Subject Index .................................................................................................305 Brand Index ....................................................................................................309
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title	Brands and brand management contemporary research perspectives
title_auth	Brands and brand management contemporary research perspectives
title_exact_search	Brands and brand management contemporary research perspectives
title_full	Brands and brand management contemporary research perspectives [ed. by] Barbara Loken ...
title_fullStr	Brands and brand management contemporary research perspectives [ed. by] Barbara Loken ...
title_full_unstemmed	Brands and brand management contemporary research perspectives [ed. by] Barbara Loken ...
title_short	Brands and brand management
title_sort	brands and brand management contemporary research perspectives
title_sub	contemporary research perspectives
topic	Branding (Marketing) Brand name products Management Markenpolitik (DE-588)4144679-3 gnd
topic_facet	Branding (Marketing) Brand name products Management Markenpolitik Aufsatzsammlung
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