Brand management strategies: luxury and mass markets
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York ; London ; Oxford ; New Delhi ; Sydney
Bloomsbury
[2016]
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | xv, 368 Seiten Illustrationen |
| ISBN: | 9781501306679 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804176784484204544 |
|---|---|
| adam_text | Titel: Brand management strategies
Autor: D Arienzo, William
Jahr: 2016
extended contents
Preface xii
Acknowledgments xv
PART I
THE EVOLUTION OF BRANDS
1 The Emergence of Brands l
What Is a Brand? 2
Brands versus Branding 2
The Origins of Brands and Brand
Management 3
Brands and Market Dynamics 5
Brands as Business Drivers 8
Avoiding Marketing Myopia 9
Brandstorming American Shovel
Company 11
The Brand Ideal 14
Summary 19
Key Terms 20
Chapter Conversations 20
Chapter Challenges 21
Endnotes 21
2 The Nature of Luxury Brands 23
The Roots of Luxury Brands 24
The Mystique of Handmade 25
Exclusivity and Availability 27
How Luxury Differs from Fashion and
Mass Brands 28
The Luxury Brand as a Culture 28
Social Stratification, Cultural Values, and
the Psychology of Luxury Consumption 29
Symbolic Consumption 30
Brandstorming Success Harley-Davidson
and Ferrari 32
Exclusivity and Availability in the
Management of Brand Value 33
Portfolio Management 33
Distribution Management 37
Summary 40
Key Terms 41
Chapter Conversations 41
Chapter Challenges 41
Endnotes 42
3 From Luxury to Mass 45
Delineating Luxury Brands from
Other Brands 46
Quasi-Luxury Brands and Business
Models 46
Key Strategic Marketing Drivers of
Luxury Brands 53
Positioning and Differentiation as Counter
Luxury 55
Core Customers and the Next
Generation 55
Managing the Luxury Brand Portfolio 57
Managing the Business through the
Brand 57
Case Study The Mercedes CLA and
BMW Mini 58
The Creative Director as Luxury Brand
Manager 59
CEO/Creative Director Collaborations 60
Summary 60
Key Terms 61
Chapter Conversations 61
Chapter Challenges 62
Endnotes 62
PART II
BUILDING THE BRAND
U Segmentation Models 64
The Purpose of Segmentation Models 65
Types of Segmentation Models 68
The Role of Segmentation Models in
Engaging Consumers 71
Brainstorming Success Jhane Barnes 72
The Brand Persona and Successful
Engagement 79
Brand Personas in Mass and Premium
Brands 80
Archetypes, Cultural Codes, and
Segmentation Models 82
Aligning Archetypes with Consumer
Cohorts 82
Brandstorming Success Tommy Bahama 83
Connecting Consumers to Experiential
Marketing 84
Summary 84
Key Terms 85
Chapter Conversations 85
Chapter Challenges 86
Endnotes 86
5 Brand Loyalty 88
Brand Loyalty and Brand Touch Points 89
Brand Touch Points and Co-creation 89
Community and Brand Connectivity 92
Managing the Brand Experience 94
The Brand Loyalty Matrix 94
Benchmark Brands 99
Brandstorming Success The Heavenly
Bed® 100
Measuring and Leveraging Brand
Loyalty 102
Emotional and Behavioral Loyalty 102
Case Study Hyundai, USA 105
Brand Loyalty Management Models 106
Summary 106
KeyTerms 107
Chapter Conversations 107
Chapter Challenges 108
Endnotes 108
6 The Brand Promise 110
What Is a Brand Promise? 111
Brand Promises, Personas, and
Archetypes 113
Aligning the Brand Promise with
Consumer Relevancy 114
Case Study UPS and FedEx: Comparative
Taglines 115
Managing the Brand Promise in Luxury,
Non-Luxury, and Mass Brands 118
The Luxury Brand Promise 118
Brainstorming Success BMW and Polo
Ralph Lauren 120
Delivering Brand Promises in Social
Media 122
Brand Promises in Socially Responsible
Company Cultures 124
Authenticity in Brand Promises and
Charitable Giving 124
Case Study Patagonia 127
Summary 128
Key Terms 129
Chapter Conversations 129
Chapter Challenges 129
Endnotes 130
7 Measuring Brand Value 132
Deriving Brand Value from Brand Equity
and Brand Valuation 133
How Brand Equity and Brand Valuation
Are Complementary 133
Determining the Market Value of a
Brand 135
Brandstorming Failure Estimating the Value
of Coca-Cola 138
Measuring Brand Value 141
Proprietary Research Models 141
Quantitative Methods for Measuring Brand
Equity 144
Brandstorming Success Walmart 146
Managing Brand Value: Luxury and
Mass 147
Brand Value Management 147
Summary 148
Key Terms 149
Chapter Conversations 149
Chapter Challenges 149
Endnotes 150
8 Creating Brand Names and
Protecting Trademarks 152
The Brand Assets 153
Generating an Effective Brand Name and
Other IP Assets 153
Brand Registration Strategies 157
Brandstorming Success PPR Becomes
Kering 158
Fundamental Legal Principles
in Trademark Law 161
Prevailing Types of Transgressions 161
Standards for Legal Action 161
Prevailing Types of Defenses 161
Case Study Tiffany Inc. v. Costco Stores Inc. 162
Alternative Brand Management
Strategies: Publicity and Collaborative
Opportunities 167
International Trademark Law 168
Can You Trademark a Color? 168
Color, Secondary Meaning, and Limited
Protection 169
Trademark Law in China 170
Summary 173
Key Terms 173
Chapter Conversations 173
Chapter Challenges 174
Endnotes 174
PART III
MAINTAINING THE BRAND
9 Staying On-Brand at Retail in
a Consumer-Centric Age 177
The End of Traditional Retailing and the
Role of Brands 178
Retail Brand Strategies 178
Controlling One s Destiny at Retail 181
Retail Brand Differentiation and
Consumer Relevancy 182
Brandstorming Success Best Buy 183
Target s and Walmart s Retail Brand
Models 186
The Emotionally Driven Retail
Brand Experience 194
The Brand Experience and The Treasure
Hunt 194
Brandstorming Failure JC Penney 196
Summary 198
Key Terms 199
Chapter Conversations 199
Chapter Challenges 199
Endnotes 200
10 Managing the Brand Life Cycle 203
Diagnosing Brand Health 204
The Brand as a Person 204
Applying Diagnostic Tools 208
Brandstorming Failure Tiger Woods and
Buick 209
Brand Repositioning, Revitalization, and
Re-branding 213
Brand Life Cycles 213
Brandstorming Success Burberry, Coach,
and Lacoste 216
Re-branding a Company 223
Extending a Brand s Life by Leveraging
Brand Equity 223
Relaunching a Tired Brand 223
Brandstorming Success Yves Saint
Laurent 224
Resurrecting a Dormant Brand 226
Brandstorming Failure Halston 226
Brandstorming Success Moynat 227
Summary 227
Key Terms 228
Chapter Conversations 228
Chapter Challenges 229
Endnotes 229
11 Consumer Brand Engagement 231
The Consumer Engagement/Brand
Loyalty Connection 232
What Is Customer Loyalty? 232
What Is Brand Engagement? 234
Consumer Satisfaction and Customer
Engagement 237
Consumer Satisfaction Management 237
Case Study J.D. Power and Associates 240
Customer Engagement Management 242
Engagement, Brand Loyalty, and Business
Growth 24$
Customer Types, Brand Values, and
Engagement 247
Engagement Metrics and Business
Growth 248
Brandstorming Success The Coca-Cola
Company 249
Summary 251
Key Terms 252
Chapter Conversations 252
Chapter Challenges 252
Endnotes 253
PART IV
BRAND PERSPECTIVES IN THE
GLOBAL AND DIGITAL WORLD
12 Mass Brand Management
in a Digital World 255
Aligning OfHine and Online Brand
Metrics 256
A Single Version of the Truth 256
Building an Integrated Marketing
Strategy 260
Brandstorming Success Launching the Ford
Fiesta 264
Social Media Brand Engagement 265
Media Platforms and Conversations 265
Social Media: Aligning Visitor Data with
Sales Funnels 266
Tracking Online Ads, OfHine Sales, and
Brand Engagement 267
The Impact of Online Marketing on
Offline Sales 268
Tracking Brand Engagement 271
Case Study Instagram versus Twitter 272
Summary 273
Key Terms 274
Chapter Conversations 274
Chapter Challenges 274
Endnotes 275
13 Luxury Brand Management
in a Digital World 277
The Digital Challenge to Luxury 278
Managing the Digital Challenge 278
The Merger of Bricks and Clicks 280
Brandstorming Success Burberry 282
Managing Digital Luxury 283
Monitoring Influencers and Honoring
Loyalists 283
Staying On-Brand 284
Luxury Relationships in the Digital
Space 286
Building Luxury Relationships 287
Luxury Travelers and the Digital
Experience 289
Summary 292
Brandstorming Success Zivarly—The
Luxury Entrepreneur 293
Key Terms 295
Chapter Conversations 295
Chapter Challenges 295
Endnotes 296
14 Global Brand Management 298
The Fallacy of a Global Consumer 299
Homogenization and the Rational
Consumer Model 299
Global Brand Management Strategies 302
Global versus International Brand
Management 303
Glocal Brand Management 304
Global Brand Communication
Management 306
Brandstorming Success Bonnie Jean 307
The Power of National Cultures and
Values 311
Language as a System of Values 311
The Role of Archetypes in Global
Communications 313
Summary 314
Brainstorming Success Shanghai Tang 315
Key Terms 317
Chapter Conversations 318
Chapter Challenges 318
Endnotes 318
15 Insights and Trends in Brand
Management Research 321
Key Systems in Consumer Decision
Making 322
Linking the Three Systems to Consumer
Decision Making 322
The Emotional Basis of Choice 326
Behavioral Economics 329
Brand Attributes as Choice Drivers 329
Neural Branding through Storytelling 331
Brandstorming Success Archetypes and Ice
Cream 333
Key Dynamics in Consumer Decisions 334
Brands as Networks of Neural
Associations 335
Principles of Neuropsychological
Branding 336
Cultural Archetypes, Codes, and Choice
Cues 336
Brandstorming Success The Method
Brand 338
Summary 339
Key Terms 340
Chapter Conversations 340
Chapter Challenges 341
Endnotes 341
Glossary 343
Credits 358
Index 360
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| language | English |
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| spelling | D'Arienzo, William Verfasser aut Brand management strategies luxury and mass markets William D'Arienzo New York ; London ; Oxford ; New Delhi ; Sydney Bloomsbury [2016] xv, 368 Seiten Illustrationen txt rdacontent n rdamedia nc rdacarrier Luxusgut (DE-588)4192138-0 gnd rswk-swf Massengut (DE-588)4169030-8 gnd rswk-swf Markenpolitik (DE-588)4144679-3 gnd rswk-swf Markenpolitik (DE-588)4144679-3 s Luxusgut (DE-588)4192138-0 s DE-604 Massengut (DE-588)4169030-8 s Erscheint auch als Online-Ausgabe, PDF 978-1-5013-0668-6 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029295473&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | D'Arienzo, William Brand management strategies luxury and mass markets Luxusgut (DE-588)4192138-0 gnd Massengut (DE-588)4169030-8 gnd Markenpolitik (DE-588)4144679-3 gnd |
| subject_GND | (DE-588)4192138-0 (DE-588)4169030-8 (DE-588)4144679-3 |
| title | Brand management strategies luxury and mass markets |
| title_auth | Brand management strategies luxury and mass markets |
| title_exact_search | Brand management strategies luxury and mass markets |
| title_full | Brand management strategies luxury and mass markets William D'Arienzo |
| title_fullStr | Brand management strategies luxury and mass markets William D'Arienzo |
| title_full_unstemmed | Brand management strategies luxury and mass markets William D'Arienzo |
| title_short | Brand management strategies |
| title_sort | brand management strategies luxury and mass markets |
| title_sub | luxury and mass markets |
| topic | Luxusgut (DE-588)4192138-0 gnd Massengut (DE-588)4169030-8 gnd Markenpolitik (DE-588)4144679-3 gnd |
| topic_facet | Luxusgut Massengut Markenpolitik |
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