Building strong brands:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London [u.a.]
Pocket Books
2010
|
| Schriftenreihe: | Pocket Books Business
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | IX, 380 S. Ill., graph. Darst. |
| ISBN: | 9781849830409 |
Internformat
MARC
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| 264 | 1 | |a London [u.a.] |b Pocket Books |c 2010 | |
| 300 | |a IX, 380 S. |b Ill., graph. Darst. | ||
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Datensatz im Suchindex
| _version_ | 1804142950891913216 |
|---|---|
| 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
111
IV
CONTENTS
The Bottom Line:
Λ
Brand-Customer Relationship
103
Working with Multiple Brand Identities
104
4.
Organizational Associations
107
The Body Shop Story
108
The Story of Branding in Japan
110
The Brand as Organization
114
Organizational Associations
117
How Organizational Associations Work
130
5.
Brand Personality
137
The Harley-Davidson Story
138
Measuring Brand Personality
142
How a Brand Personality is Created
145
Why Use Brand Personality?
150
The Self-Expression Model
153
The Relationship Basis Model
159
The Functional Benefit Representation Model
168
Brand Personality versus User Imagery
170
Brand Personality as a Sustainable Advantage
173
6.
Identity Implementation
175
The Brand Position
176
Achieving Brilliance in Execution
186
Tracking
189
A Strategic Brand Analysis
189
The Power of Brand Identity and Position
201
7.
Brand Strategies Over Time
207
The General Electric Story
208
The Smirnoff Story
211
Why Change Identities, Positions or Executions?
216
Why Consistency (If Done Well) is Better
218
Consistency Over Time: Why Is It Hard?
224
The Search for the Fountain of Youth
230
8.
Managing Brand Systems
239
Toward a System of Brands
240
Driver Roles
243
The Endorser Role
245
Strategic Brands
247
CONTENTS
Subbrand
Roles
248
Branding Benefits
257
Silver Bullets
261
How Many Brands?
264
9.
Leveraging the Brand
269
The Healthy Choice Story
270
The Kingsford Charcoal Story
273
Line Extensions
275
Moving the Brand Down
278
Moving a Brand Up
287
Brand Extension Decisions
291
Creating Range Brands
292
Co-Branding
298
The Brand Systems Audit
300
10.
Measuring Brand Equity
Across Products
&
Markets
303
Young
&
Rubicam
s
Brand-Asset Valuator
304
Total Research s EquiTrend
309
Interbrand s Tbp Brands
313
Why Measure Brand Equity
Across Products and Markets?
314
The Brand Equity Ten
316
Loyalty Measures
319
Perceived Quality and Leadership Measures
323
Associations/Differentiation Measures
326
Awareness Measures
330
Market Behavior Measures
331
Toward a Single Value of Brand Equity
333
Adapting the Measures to a Brand s Context
337
11.
Organizing for Brand Building
339
Brand-Building Imperatives
340
Adapting the Organization for Brand Building
342
The Role of the Agency
348
A Parting Word
357
Notes
359
Index
367
About the Author
381
|
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| illustrated | Illustrated |
| indexdate | 2024-07-09T22:39:55Z |
| institution | BVB |
| isbn | 9781849830409 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-020331902 |
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| physical | IX, 380 S. Ill., graph. Darst. |
| publishDate | 2010 |
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| spelling | Aaker, David A. 1938- Verfasser (DE-588)123018641 aut Building strong brands David A. Aaker London [u.a.] Pocket Books 2010 IX, 380 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Pocket Books Business Markenpolitik (DE-588)4144679-3 gnd rswk-swf USA (DE-588)4078704-7 gnd rswk-swf USA (DE-588)4078704-7 g Markenpolitik (DE-588)4144679-3 s DE-604 Digitalisierung UB Bamberg application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020331902&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
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| title | Building strong brands |
| title_auth | Building strong brands |
| title_exact_search | Building strong brands |
| 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 |
| title_sort | building strong brands |
| topic | Markenpolitik (DE-588)4144679-3 gnd |
| topic_facet | Markenpolitik USA |
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