Brands and branding: strategy to build and nurture brands
This volume examines the importance of strategic brand imaging and brand management. It covers the fundamentals of launching, growing, leveraging, and managing brands in a global context, the strategic decisions related to brand building, and the integration of the 4Ps in implementing the brand stra...
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| Hauptverfasser: | , |
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| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London ; New York
Routledge
2024
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| Online-Zugang: | Inhaltsverzeichnis |
| Zusammenfassung: | This volume examines the importance of strategic brand imaging and brand management. It covers the fundamentals of launching, growing, leveraging, and managing brands in a global context, the strategic decisions related to brand building, and the integration of the 4Ps in implementing the brand strategy. The book presents a practical perspective on building brands through social media and using artificial intelligence technologies. Readers will get a clear introductory understanding about the role of consumer behavior, the research methods that every brand manager must be familiar with, brand architecture, portfolio, brand equity, and valuation.Branding requires vision to foresee, logic to understand the market, and the art of understanding consumers. This book is a guide for readers and professionals who are interested in all aspects of branding and brand building. It will also be useful for scholars and students of Marketing, Advertising and Brand Management, Business Studies, Business Communication, Media and Journalism and Public Relations, and for marketing professionals. It will help them understand fundamentals and practical application of brand management |
| Beschreibung: | Enthält zahlreiche QR-Codes |
| Beschreibung: | xv, 296 Seiten Illustrationen, Diagramme |
| ISBN: | 9781032600437 9781032507989 |
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CONTENTS List ofFigures List of Tables Foreword ix xii xiv Introduction 1 1 Brands and Branding 5 2 Consumer Behavior and Brand Building 23 3 Designing Brand Identity and Crafting Brand Personality 48 4 Brand Positioning 63 5 Integrated Brand Experience: Design and Communication 90 6 Branding on Social Media 126 7 Managing Brands over the Lifecycle 162 8 Consumer-Brand Relationships and Loyalty 196 9 Brand Portfolio and Architechture Strategy 220
viii Contents 10 Brand Equity and Valuation 250 Conclusion 273 Index 287
FIGURES A.l A.2 1.1 1.2 1.3 1.4 1.5 2.1 2.2 2.3 2.4 2.5 2.6 2.7 3.1 The chain reaction of brand building The framework for the book The financial benefits of branding The role of strategic branding in brewed coffee QR code—Starbucks: From “The Perfect Cup.” Downloaded from https://www.youtube.com/watch?v=mdewPUKAhMY on August 14,2021 QR code—Starbucks “Moonshots.” Downloaded from https:// www.youtube.com/watch7v4493jvfEnwUA on August 14, 2021 Framework for brand management process QR code—Asian Paints Old Advertisement QR code—Asian Paints New Advertisement. Downloaded from https://www.youtube.com/watch7v4VwpyxoGrWo on February 3,2022 Brand association map for Maruti Suzuki QR code—Adidas “Calling your Creatives.” Downloaded from https://www.youtube.com/watch?v=LShT-_oi7uQ on October 21, 2021 QR code—Adidas Consumer Insights. Downloaded from https:// www.youtube.com/watch?v=P6V18y_qHLU on February 2,2022 32 QR code—Clayton Christenson on Job to Be Done with McDonald’s. Downloaded from https://www.youtube.com/watch 7v=Stc0beAxavY on February 18,2022 Role of insights in brand building Brand identity and brand image 2 4 12 13 13 14 20 25 25 30 32 34 35 51
X Figures 3.2 Brand passport 3.3 Brand passport for Pride Of Cows (РОС) 4.1 QR code—Dettol advertisement 4.2 QR code—Evian brand advertisement 4.3 BCC Framework for Positioning 4.4 QR code—Dove India advertisement 4.5 QR code—Dove International Advertisement 4.6 QR code—Duracell advertisement 4.7 QR code—Victor Cough Drops advertisement 4.8 QR code—Pepsi. Max vs. Coke advertisement 4.9 QR code—Xiaomi advertisement 4.10 QR code—Huggies Diapers pants advertisement 4.11 QR code—Titan Raga advertisement 4.12 QR code—Bounty advertisement 4.13 QR code—Amazon advertisement 4.14 QR code—Nescafe advertisement 4.15 Brand ladder 4.16 Brand perception map 5.1 Brand culture framework 5.2 QR code—Play with Oreo advertisement 5.3 QR code—Oreo Advertisement in China 5.4 QR code—Paper Boat Advertisement 5.5 6M Framework 5.6 Information processing hierarchy funnel 5.7 QR code—Skittles Advertisement 5.8 QR code—HDFC Life #SkipNahinlnsureKaro 5.9 QR code—Vatika—Bold and Beautiful Campaign 5.10 QR code—Dell Advertisement 5.11 QR code—#LikeAGirl campaign—Always 5.12 QR code—WestJet Christmas Campaign 5.13 QR code—P G Thank You Mom campaign 5.14 QR code—Google Year campaign 2021 5.15 QR code—Mac vs. PC Debate: Apple Advertisement 5.16 Brand Experience Wheel 5.17 QR code—Singapore Airline Safety Instructions 5.18 QR code—Singapore Airlines Brand Experience 6.1 ReviewMeta’s sample cases of imprecise popularity 6.2 Social media brand representation framework 6.3 Response hierarchy on social media platforms 6.4 QR code—Gopro Father’s Day 6.5 Searches for “chocolate” in India 52 54 64 64 67 71 71 71
72 72 Ti 73 74 79 79 80 81 83 91 92 92 100 103 104 105 106 110 116 116 117 117 118 119 121 123 124 136 137 141 146 154
Figures 6.6 6.7 7.1 7.2 7.3 7.4 7.5 7.6 7.7 8.1 9.1 9.2 9.3 9.4 9.5 9.6 10.1 10.2 10.3 10.4 10.5 11.1 11.2 11.3 11.4 11.5 11.6 11.7 Searches in India related to chocolate QR code—5 Star Do Nothing QR code—Instagram Under Armour advertisement. QR code—PediaSure advertisement Brand Boost framework QR code—Old Titan advertisement QR code—Titan advertisement without music QR code—New Titan advertisement: music restored Brand refresh framework Relationship grid Portfolio management QR code—Tata Corporate Film QR code—Tata Motors Corporate Film “Brand’s ability to extend” framework QR code—GE Corporate Film—childlike imagination Sun and planet model Sample brand valuation The equity-share matrix Comparison of various models for measuring brand equity. Screenshot Using brand strategy as a driver to enhance business value Brand measures and equity scores for business schools Brand 6E framework QR code—50 years of Fevicol QR code—Fevicol Experience Store campaign QRcode—HSBC—world’s local bank QRcode—Ponds integrated launch QRcode—Maggi #WeMissYouToo campaign 1 QRcode—Maggi#WeMissYouToo campaign2 xi 154 160 166 170 172 184 184 184 187 208 226 228 228 240 242 243 254 258 268 269 270 276 277 278 281 282 282 283
TABLES 1.1 1.2 1.3 1.4 1.5 2.1 2.2 2.3 3.1 3.2 4.1 4.2 5.1 5.2 5.3 5.4 5.5 5.6 5.7 6.1 6.2 6.3 6.4 Difference between strategic branding and ad hoc marketing Most recommended/popular brands in the US How does a brand impact business? Stakeholder impact of branding The relationship between perceived promise and competition in brewed coffee Variables of interest for brand marketing Types of exploratory research Categories of projective techniques Archetypes and goals Brand personality and traits Job to be done. Lego: offer toys that users do not get bored of Laddering in chocolates Colors and their persona Fonts and their psychology Consumer decision grid FCB Grid Objective of various media platforms Platforms and metrics Brand engagement journey Social media metrics Analysis of metrics in social media Comparisons of social media platforms Time-sensitive episodes for the SMC 6 9 14 15 17 37 39 43 57 58 81 82 97 98 107 108 111 113 115 138 143 148 150
Tables 6.5 Cadbury Dairy Milk’s relationship with episodes 6.6 Examples of single episode campaign variations by goal for Maggi Instant Noodles 7.1 Stages of the brand life cycle 7.2 Framework to manage brand lifecycle 7.3 Direction of market strategy 8.1 Loyalty in millennials, Gen Z, and Gen X, Gen Y 8.2 Customer classification based on loyalty characteristics 8.3 Classification of brand loyalty 8.4 Typology of customers based on loyalty 9.1 Saint Gobain, product portfolio 9.2 Architecture levels 9.3 J J Brand architecture 9.4 Brand architecture strategies 9.5 Difference across brand architectures 9.6 Brand profitability—growth matrix 10.1 BrandZ Kantar top 20 brands 2022 10.2 Brand Finance top 20 brands 2022 10.3 Stakeholder perspective on the impact of brand equity on brand valuation 10.4 Management of the components of brand equity 10.5 Measures of brand equity and brand health 10.6 Diagnosis of weak brand equity 10.7 BAV analysis for brand equity measure xiii 151 152 164 188 189 203 204 214 215 225 226 228 232 236 245 255 256 257 261 263 266 267 |
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| spelling | Aggarwal, Ashita Verfasser (DE-588)1326603604 aut Brands and branding strategy to build and nurture brands Ashita Aggarwal and Suraj Commuri London ; New York Routledge 2024 xv, 296 Seiten Illustrationen, Diagramme txt rdacontent n rdamedia nc rdacarrier Enthält zahlreiche QR-Codes This volume examines the importance of strategic brand imaging and brand management. It covers the fundamentals of launching, growing, leveraging, and managing brands in a global context, the strategic decisions related to brand building, and the integration of the 4Ps in implementing the brand strategy. The book presents a practical perspective on building brands through social media and using artificial intelligence technologies. Readers will get a clear introductory understanding about the role of consumer behavior, the research methods that every brand manager must be familiar with, brand architecture, portfolio, brand equity, and valuation.Branding requires vision to foresee, logic to understand the market, and the art of understanding consumers. This book is a guide for readers and professionals who are interested in all aspects of branding and brand building. It will also be useful for scholars and students of Marketing, Advertising and Brand Management, Business Studies, Business Communication, Media and Journalism and Public Relations, and for marketing professionals. It will help them understand fundamentals and practical application of brand management bicssc / Economics bicssc / Advertising bisacsh / BUSINESS & ECONOMICS / Marketing / General bisacsh / SOCIAL SCIENCE / General bisacsh / SOCIAL SCIENCE / Regional Studies Verbraucherverhalten (DE-588)4062644-1 gnd rswk-swf Markenpolitik (DE-588)4144679-3 gnd rswk-swf Markenpolitik (DE-588)4144679-3 s Verbraucherverhalten (DE-588)4062644-1 s DE-604 Commuri, Suraj Verfasser (DE-588)1326606069 aut Erscheint auch als Online-Ausgabe 978-1-003-45728-2 Erscheint auch als Online-Ausgabe 978-1-00-099168-0 Erscheint auch als Online-Ausgabe 978-1-00-099164-2 Digitalisierung UB Bamberg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=034971289&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Aggarwal, Ashita Commuri, Suraj Brands and branding strategy to build and nurture brands bicssc / Economics bicssc / Advertising bisacsh / BUSINESS & ECONOMICS / Marketing / General bisacsh / SOCIAL SCIENCE / General bisacsh / SOCIAL SCIENCE / Regional Studies Verbraucherverhalten (DE-588)4062644-1 gnd Markenpolitik (DE-588)4144679-3 gnd |
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| title | Brands and branding strategy to build and nurture brands |
| title_auth | Brands and branding strategy to build and nurture brands |
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| title_exact_search_txtP | Brands and branding strategy to build and nurture brands |
| title_full | Brands and branding strategy to build and nurture brands Ashita Aggarwal and Suraj Commuri |
| title_fullStr | Brands and branding strategy to build and nurture brands Ashita Aggarwal and Suraj Commuri |
| title_full_unstemmed | Brands and branding strategy to build and nurture brands Ashita Aggarwal and Suraj Commuri |
| title_short | Brands and branding |
| title_sort | brands and branding strategy to build and nurture brands |
| title_sub | strategy to build and nurture brands |
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