Verfügbarkeit: Strategic brand management

Strategic brand management: building, measuring, and managing brand equity

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Bibliographische Detailangaben
1. Verfasser:	Keller, Kevin Lane 1956- (VerfasserIn)
Format:	Buch
Sprache:	English
Veröffentlicht:	Boston ; Munich [u.a.] Pearson 2013
Ausgabe:	4. ed., global ed.
Schriftenreihe:	Pearson always learning
Schlagworte:	Markenpolitik Markenartikel Markenname Management Strategisches Management Produktmanagement Marke Markenwert Product management Brand name products Lehrbuch
Online-Zugang:	Inhaltsverzeichnis
Beschreibung:	590 S. Ill., graph. Darst.
ISBN:	9780132664257 9780273779414 0273779419

Internformat

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Datensatz im Suchindex

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adam_text	Contents Prologue: Branding Is Not Rocket Science Preface 21 Acknowledgments 26 About the Author 28 Chapter 1 Opening Perspectives 29 Brands and Brand Management 29 Preview 30 What Is a Brand? 30 S rd Elements 30 S.-rds versus Products 31 BRANDING BRIEF 1-1: Coca-Cola s Branding Lesson 32 Why Do Brands Matter? 34 ( or* vomers 34 3$ Can Anything Be Branded? 36 Goods 37 branding BRIEF 1-2: Branding Commodities 38 THE SCIENCE OF BRANDING 1-1: Understanding Business-to-Business Branding THE SCIENCE OF BRANDING 1-2: Understanding High-Tech Brandinq 41 V v.roi 42 3 and Distributors 43 D· * Products and Services 43 - 4 Organizations 45 ՝cr:v -V:i, and Entertainment 46 BRANDING BRIEF 1-3: Place Branding 48 • -.gr jc locations 48 and Causes 48 What Are the Strongest Brands? 48 1HE SCIENCE OF BRANDING 1-3: Understanding Market Branding Challenges and Opportunities 52 ·»՛ ՛* Cwv.or.ets S2 Leadership 5* tv.r : i; D -Vm * ur ns S4 1« SCIENCE OF BRANDING 1-4: uku T^r.^rrat’-oo SS Ccr.çsttiion SS ■ret y՝.#* Ccv.s Sô SS the Brand Equity Concept 57 Marketing Brands in a Recession 50 55 Kíans 58 d Marketing Programs 58 Performance 60 uity 60 of Branding 61 I Strategy 67 d Equity and Brand Posit! / 68 Lquity 68 d Knowledge 71 IG 2-1: Brand Critics 72 Brand Positioning 79 Ference 82 Competitive Frame of Reference SS 37 Points-of-Difference 88 jsitioning Politicians 89 91 93 3 e Brand Mantra 9-4 mey Brand Mantra 95 G 2-2: Branding Inside the CONTEND ГНЕ SCIENCE OF BRANDING 3-1: Luxury Branding 114 L^rentS 117 s rdftv ÇS 118 rr-j Purree 120 BRANDING BRIEF 3-1: Building Brand Communities 122 Sr»J8- J ng Implications 122 THE SCIENCE OF BRANDING 3-2: Putting Customers First 126 Jhe Brand Value Chain 128 ՝ j I29 · ·;* jî ors 131 Review 132 Discussion Questions 134 BRAND FOCUS 3.0: Creating Customer Value 134 (•M-cf Equity 134 •j#« пя Chapter 4 Designing and Implementing Brand Marketing Programs Choosing Brand Elements to Build Brand Equity 141 Preview 142 Criteria for Choosing Brand Elements 142 143 Vorsgfyiness 143 tub1.:·/ 143 rr Vr ability 144 144 THE SCIENCE OF BRANDING 4-1: Counterfeit Business Is Boominq 146 fc;Xt4b.!.ty 147 Options and Tactics for Brand Elements 147 8-r.l Fumes 147 t:u 1SS 1^7 r.4 Symbols 155 CMMCfrs 156 158 »nMHUiriVj bHIkh Capter 5 _______„ uyudiing me Disneyland Castle 1S9 M SCIENCE OF BRANDING 4-2: Balance Creative and Strategic Thinking t Citale Great Characters 160 branding BRIEF 4-2: Benetton s Brand Equity Management 162 .Ti;v4 164 164 Putting It All Together 167 BRANDING BRIEF 4-3: Do-Overs with Brand Makeovers 168 M SCIENCE OF BRANDING 4-3: The Psychology o1 Packaging 169 Rtvitw 170 Onmsion Questions 171 î’ANO 10CUS 4.0. legai Branding Considerations 171 Notts 173 Designing Marketing Programs to Build Brand Equitv 17 Rr t44ri 178 n 3 Perspectives on Marketing 178 Integrating Marketing 179 Personalizing Marketing is, c£^“^^kirn։։ ou- »՛— Perceived Quality 187 Aftermarketing 187 Summary 190 Pricing Strategy 191 Consumer Price Perceptions 191 18} THE SCIENCE OF BRANDING 5-?· ii»~i Setting Prices to Build Brand Equity j93 erstandin9 Consumer Marlboro s Price Drop 193 PfiCf Perception Goodyear s Partnering Lessons 206 ^iANOjjjr, BRIEF 5-1; Summary 199 Channel Strategy 199 Channel Design 199 Indirect Channels 201 Direct Channels 205 HUAmnm BRIEF 5-2: Online Strategies 208 Summary 208 Review 209 Discussion Questions 209 BRAND FOCUS 5.0: Private-Label Strategies and Responses 210 Notes 212 Integrating Marketing Communications to Build Brand Equity 2W Preview 218 The New Media Environment 219 Challenges in Designing Brand-Building Communications 219 Role of Multiple Communications 221 Four Major Marketing Communication Options 221 Advertising 221 THE SCIENCE OF BRANDING 6-1: The Importance of Database 2T Promotion 232 Online Marketing Communications 236 Events and Experiences 239 BRANDING BRIEF 6.1: Tough MuddenTheToughetti« !« Mobile Marketing 244 Brand Amplifiers 246 Public Relations and Publicity Word-of-Mouth 246 . jtj Developing Integrated Marketing Co-vn.can.n Ptog— Criteria for IMC Programs 248 « coord,nating — .· - - * ;1 Review 252 bTaTJfO^O: VpWcal Generations in Advert«^ Notes 255 246 CONTENTS Chjpter7 Leveraging Secondary Brand Associations to Build Brand Equity 259 Preview 260 Conceptujluing the Leveraging Process 261 cf Ne.v Brand Associations 261 cr lasting Bund Knowledge 261 G.:· ** 262 Company 263 BRANDING BRIEF 7-1: IBM Promotes a Smarter Planet 264 Country of Origin and Other Geographic Areas 266 BRANDING BRIEF 7-2: Selling Brands the New Zealand Way 268 Co-Branding 269 THE SCIENCE OF BRANDING 7-1: (i.Wres 271 f Viden: Branding 272 THE SCIENCE OF BRANDING 7-2: Understanding Retailers Brand Images 270 Understanding Brand Alliances 273 Licensing 275 BRANDING BRIEF 7-3: Ingredient Branding the DuPont Way 276 (u У nes 278 Celebrity Endorsement 278 rvvr! al Problems 279 G.y res 281 Sporting, Cultural, or Other Events 282 BRANDING BRIEF 7-4: Managing a Person Brand 283 Third-Party Sources 284 Review 285 Discussion Questions 286 BRAND FOCUS 7.0: Going for Corporate Gold at the Olympics 28G Notts 288 fm iw* _ Measuring and Interpreting Brand Performance Chapter B Developing a Brand Equity Measurement and Management System 291 Preview 292 the lltw Accountability 292 Conducting Brand Audits 293 іч։ Nt rvr·.:^ 294 i’jfiîtctov.cry 29S ·՛ w.cr. r.g and the Supporting Marketing Program 298 the SCIENCE OF BRANDING 8-V. The Role of Brand Personas 299 Dtsigning Brand Tracking Studies 300 V i -.:î-sot 2G0 SENDING BRIEF 8-V. Sample Brand Tracking Survey 301 ”і-.ч«мС.тііл Tracking Studies 303 ’՛■·՝“ ՛ - Tracking Studies 305 291 CONTENTS Establishing a Brand Equity Management System 30s «S T « U “ - —.he Mayo Clinic Brand Equity Report 308 Brand Equity Responsibilities 309 THE SCIENCE OF BRANDING 8-2: Ma,¡miting Internal 8,ending )„ BRANDING BRIEF 8-3: How Good Is Your Marketing; Rating a Film’s Marketing Assessment System 312 Review 314 Discussion Questions 315 b’.I AND FOCUS 8.0: Rolex Brand Audit 315 Notes 322 Measuring Sources of Brand Equity: Capturing Customer Mind-Set 324 Preview 325 Qualitative Research Techniques 325 LANDING BRIEF 9-1: Digging Beneath the Surface to Understand Consumer Behavior 326 Free Association 326 Projective Techniques 328 ! .· · AMPING BRIEF 9-2: Once Upon a Time. ..You Were What You Cooked Ш Zaltman Metaphor Elicitation Technique 330 LANDING BRIEF 9-3: Gordon Ramsay 331 Neural Research Methods 332 Brand Personality and Values 333 Ethnographic and Experiential Methods 334 BRANDING BRIEF 9-4: Making the Most of Consumer nsig Summary 338 Quantitative Research Techniques 338 Understanding Categorical Brand ВесаЛ Ш Understanding Brand Engagement Ш Brand Awareness 339 Brand Image 342 THE SCIENCE OF BRANDING 9-1: Brand Responses 344 Brand Relationships 346 THE SCIENCE OF BRANDING 9-2: Understanding urjno cut, Comprehensive Models of Consumer-Based Brand Equity 351 BrandDynamics 351 Relationship to the CBBE Model 352 Review 352 Discussion Questions 353 BRAND FOCUS 9.0: Young Rubicam s BrandAsset Valuator Hi Notes 359 Measuring Outcomes of grand 6quW Capturing Chapter 10 Measuring---------- Market Performance Preview 363 Comparative Methods 364 Brand-Based Comparative Approache 364 CONTENTS 15 N«?V Chapter 11 O-apîer 12 (·ƒ/!■# 367 Oliftic Methods 368 ïrv:-j A??fWches 36y , . 77S Approaches 371 The Prophet Brand Valuation Methodo ogy fview 379 ii«u«ion Questions 380 rand FOCUS 10.0: Branding and Finance 380 Growing and Sustaining Brand Equity 385 Designing and Implementing Brand Architecture Strateg.es Preview 386 Developing a Brand Architecture Strategy 386 Vep l Owning Brand Potential 386 THE SCIENCE OF BRANDING 11-1: The Brand-Product Matrix 387 THE SCIENCE OF BRANDING 11-2: Capitalizing on Brand Potential 390 Svp 2 identifying Brand Extension Opportunities 392 Svj) 3 Brand.ng New Products and Services 392 V—v՝i 393 Brand Portfolios 393 BRANDING BRIEF 11-1: Expanding the Marriott Brand 396 Brand Hierarchies 398 385 tv-,֊;՝ rg a Brand Hierarchy 400 BRANDING BRIEF 11-2: Netflix Branding Stumbles 401 Corporate Branding 408 —nail«, 409 ZSZlu c0rPO,att RePUta,i° S:The Onnpani. ssii :rate ՛— - «·* Brand Architecture Guidelines 421 Review 422 Discussion Questions 423 Not«° 42gUS 1° Cause Marketing 423 jntroducing and Naming New UCtS and ^ d Extensions - «2 f - · ‘Ol iG BRIEF 12-1. Cr ■ ^ “9« of ta։„iio„s » M®on,№ Brand ZZZSS* ·436 Benefits (o ։lle parent grand 438 h ;՛ ,434 I CONTENTS Disadvantages of Brand Extensions 441 Can Confuse or Frustrate Consumers 441 Can Encounter Retailer Resistance 442 Can Fail and Hurt Parent Brand Image 442 THE SCIENCE OF BRANDING 12-1: When Is Variety a Bad Thing? 44] Can Succeed but Cannibalize Sales of Parent Brand 444 Can Succeed but Diminish Identification with Any One Category 444 ^KAivDtfiG BRIEF 12 2: Are There Any Boundaries to the Virgin Brand lUme Can Succeed but Hurt the Image of the Parent Brand 446 Can Dilute Brand Meaning 446 Can Cause the Company to Forgo the Chance to Develop a New Brand 4-i G Understanding How Consumers Evaluate Brand Extensions 447 Managerial Assumptions 448 Brand Extensions and Brand Equity 448 Vertical Brand Extensions 451 Evaluating Brand Extension Opportunities 452 Define Actual and Desired Consumer Knowledge about the Brand 45? i RM OiWG BRIEF 12-3: Mambo Extends Its Brand 453 Identify Possible Extension Candidates 454 Evaluate the Potential of the Extension Candidate 454 Design Marketing Programs to Launch Extension 457 Evaluate Extension Success and Effects on Parent Brand Equity 458 Extension Guidelines Based on Academic Research 459 Review 469 Discussion Questions 469 •Al Ar D FOCUS 12.0: Scoring Brand Extensions 470 Notes 477 Managing Brands Over Time 477 Preview 478 Reinforcing Brands 479 Maintaining Brand Consistency 480 THE SCIENCE OF BRANDING 13-1: Brand Flashbacks 482 Protecting Sources of Brand Equity 482 Fortifying versus Leveraging 484 Fine-Tuning the Supporting Marketing Program 484 BRANDING BRIEF 13-1: Razor-Sharp Branding at Gillette 437 Revitalizing Brands 490 BRANDING BRIEF 13-2: Remaking Burberry s Image 492 BRANDING BRIEF 13-3: Harley-Davidson Motor Company 49) BRANDING BRIEF 13-4: A New Morning for Mountain Ow 494 Expanding Brand Awareness 495 Improving Brand Image 497 Adjustments to the Brand Portfolio 499 Migration Strategies 499 Acquiring New Customers 499 Retiring Brands 500 Review 502 Discussion Questions 504 BRAND FOCUS 13.0: Responding to a Brand Crisis ChJp։։* Managing B»n* Geographic Boundaries and 511 Market Segments Preview 510 Regional Market Segments 510 o,h« Demonic and cultural segments ftsiionale (or Going International 512 gMtirlG BRIEF 14-1: Marketing » African America Advantages o( Global Marketing Programs 514 lexer, m of Scale in Production and Distribution 514 lev·՝* Meeting Costs 515 Pt-Aff and Scope 515 (o%swcy m Brand Image 515 , w f to leverage Good Ideas Quickly and Efficiently U* yr :y of Marketing Praaices 515 Disadvantages of Global Marketing Programs 516 ____m___I, -Anri I Ir-iflQ Datti 515 ( “«vexes in Consumer Needs, Wants, and Usage Patterns for Products 516 VV iywMiv· . ’ ^ fWexes in Consumer Response to Branding Elements 516 Carences in Consumer Responses to Marketing Mix Elements 517 [ Ver.ces m Brand and Product Development and the Competitive Environment 0՛ Vexes m the Legal Environment 518 0 Vexes in Marketing Institutions 518 C Vexes in Administrative Procedures 518 Global Brand Strategy 519 G’cfca* Brand Equity 519 G’ofcaf Brand Positioning 520 Standardization versus Customization 521 518 V-i-ci-i-d м:юп and Custom BRANDING BRIEF 14-2 BRANDING BRIEF 14-3 529 zation 521 Coca-Cola Becomes the Quintessential Global Brand UPS s European Express 524 Developing versus Developed Markets 528 Building Global Customer-Based Brand Equity 529 ) !nd °ifferences in the Global Branding Landscape i іѴгч T.ne Shortcuts in Brand Building 530 «нквеаре 1 I .Mb’sh Marketing Infrastructure 531 integrated Marketing Communications 532 JC.v.«e Brand Partnerships 532 * ^Standard,zation and Customization 533 534 ։ “ 0psfAbîe Guidelines 536 · »?! S-and Е^тепГ и7 Measurement System 537 thesc.enceofBraNDJNG14.v R Y1tw 539 · Brand Recall and Language DïMWiion Questions 541 s։A՝iD focus Id n- r(։· « a Global Brand Amblt\|„„s S4, 522 538 ‘.umtNÍS Cníipter 15 Closing Perspectives 547 Closing Observations 547 Preview 548 Strategic Brand Management Guidelines 548 Summary of Customer-Based Brand Equity Framework 548 Tactical Guidelines 550 What Makes a Strong Brand? 554 BRANDING BRIEF 15-1: The Brand Report Card 555 Future Brand Priorities 556 1. Fully and Accurately Factor the Consumer into the Branding [qua: on 856 BRANDING BRIEF 15-2: Reinvigorating Branding at Procter Gamble 55* 2. Go Beyond Product Performance and Rational Benefits 560 3. Make the Whole of the Marketing Program Greater Than the Sum c! the Pa՛:·, V,t 4. Understand Where You Can Take a Brand (and How) 563 5. Do the RightThing with Brands 565 6. Take a Big Picture View of Branding Effects. Know What Is Working krd .Vi] ՛ ; Finding the Branding Sweet Spot 566 Review 567 Discussion Questions 568 GRAND FOCUS 15.0: Special Applications 568 Notes 573 Epilogue 575 Index 577
any_adam_object	1
author	Keller, Kevin Lane 1956-
author_GND	(DE-588)132842920
author_facet	Keller, Kevin Lane 1956-
author_role	aut
author_sort	Keller, Kevin Lane 1956-
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dewey-search	658.827
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dewey-tens	650 - Management and auxiliary services
discipline	Wirtschaftswissenschaften
edition	4. ed., global ed.
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genre	1\p (DE-588)4123623-3 Lehrbuch gnd-content
genre_facet	Lehrbuch
id	DE-604.BV040537681
illustrated	Illustrated
indexdate	2024-08-01T11:23:41Z
institution	BVB
isbn	9780132664257 9780273779414 0273779419
language	English
oai_aleph_id	oai:aleph.bib-bvb.de:BVB01-025383651
oclc_num	820108341
open_access_boolean
owner	DE-20 DE-91 DE-BY-TUM DE-573 DE-384 DE-M347 DE-Aug4 DE-863 DE-BY-FWS DE-1047 DE-473 DE-BY-UBG DE-1049 DE-1028 DE-861 DE-188
owner_facet	DE-20 DE-91 DE-BY-TUM DE-573 DE-384 DE-M347 DE-Aug4 DE-863 DE-BY-FWS DE-1047 DE-473 DE-BY-UBG DE-1049 DE-1028 DE-861 DE-188
physical	590 S. Ill., graph. Darst.
publishDate	2013
publishDateSearch	2013
publishDateSort	2013
publisher	Pearson
record_format	marc
series2	Pearson always learning
spellingShingle	Keller, Kevin Lane 1956- Strategic brand management building, measuring, and managing brand equity Markenpolitik (DE-588)4144679-3 gnd Markenartikel (DE-588)4037584-5 gnd Markenname (DE-588)4114513-6 gnd Management (DE-588)4037278-9 gnd Strategisches Management (DE-588)4124261-0 gnd Produktmanagement (DE-588)4125960-9 gnd Marke (DE-588)4074577-6 gnd Markenwert (DE-588)4346474-9 gnd
subject_GND	(DE-588)4144679-3 (DE-588)4037584-5 (DE-588)4114513-6 (DE-588)4037278-9 (DE-588)4124261-0 (DE-588)4125960-9 (DE-588)4074577-6 (DE-588)4346474-9 (DE-588)4123623-3
title	Strategic brand management building, measuring, and managing brand equity
title_auth	Strategic brand management building, measuring, and managing brand equity
title_exact_search	Strategic brand management building, measuring, and managing brand equity
title_full	Strategic brand management building, measuring, and managing brand equity Kevin Lane Keller
title_fullStr	Strategic brand management building, measuring, and managing brand equity Kevin Lane Keller
title_full_unstemmed	Strategic brand management building, measuring, and managing brand equity Kevin Lane Keller
title_short	Strategic brand management
title_sort	strategic brand management building measuring and managing brand equity
title_sub	building, measuring, and managing brand equity
topic	Markenpolitik (DE-588)4144679-3 gnd Markenartikel (DE-588)4037584-5 gnd Markenname (DE-588)4114513-6 gnd Management (DE-588)4037278-9 gnd Strategisches Management (DE-588)4124261-0 gnd Produktmanagement (DE-588)4125960-9 gnd Marke (DE-588)4074577-6 gnd Markenwert (DE-588)4346474-9 gnd
topic_facet	Markenpolitik Markenartikel Markenname Management Strategisches Management Produktmanagement Marke Markenwert Lehrbuch
url	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025383651&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
work_keys_str_mv	AT kellerkevinlane strategicbrandmanagementbuildingmeasuringandmanagingbrandequity

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