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战略品牌管理 英文版 第4版PDF|Epub|txt|kindle电子书版本网盘下载
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图书目录
PART Ⅰ Opening Perspectives1
Chapter 1 Brands and Brand Management1
Preview2
What Is a Brand？2
Why Do Brands Maer？5
Can Anything Be Branded？7
What Are the Strongest Brands？14
Branding Challenges and Opportunities15
The Brand Equity Concept20
Strategic Brand Management Process21
Review24
Discussion Questions24
Notes27
PART Ⅱ Developing a Brand Strategy31
Chapter 2 Customer-Based Brand Equity and Brand Positioning31
Preview32
Customer-Based Brand Equity32
Making a Brand Strong： Brand Knowledge35
Sources of Brand Equity36
Identifying and Establishing Brand Positioning40
Positioning Guidelines46
Defining a Brand Mantra52
Review55
Discussion Questions56
Notes58
Chapter 3 Brand Resonance and the Brand Value Chain63
Preview64
Building a Strong Brand： The Four Steps of Brand Building64
The Brand Value Chain78
Review83
Discussion Questions84
Notes88
PART Ⅲ Designing and Implementing Brand Marketing Programs91
Chapter 4 Choosing Brand Elements to Build Brand Equity91
Preview92
Criteria for Choosing Brand Elements92
Options and Tactics for Brand Elements95
Putting It All Together112
Review112
Discussion Questions113
Notes115
Chapter 5 Designing Marketing Programs to Build Brand Equity119
Preview120
New Perspectives on Marketing120
Integrating Marketing121
Product Strategy126
Pricing Strategy129
Channel Strategy134
Review141
Discussion Questions141
Notes144
Chapter 6 Integrating Marketing Communications to Build Brand Equity149
Preview150
The New Media Environment151
Four Major Marketing Communication Options153
Brand Amplifiers169
Developing Integrated Marketing Communication Programs171
Review174
Discussion Questions175
Notes177
Chapter 7 Leveraging Secondary Brand Associations to Build Brand Equity181
Preview182
Conceptualizing the Leveraging Process183
Company185
Country of Origin and Other Geographic Areas186
Channels of Distribution187
Co-Branding189
Licensing193
Celebrity Endorsement196
Sporting，Cultural，or Other Events198
Third-Party Sources199
Review199
Discussion Questions200
Notes202
PART Ⅳ Measuring and Interpreting Brand Performance205
Chapter 8 Developing a Brand Equity Measurement andManagement System205
Preview206
The New Accountability206
Conducting Brand Audits207
Designing Brand Tracking Studies212
Establishing a Brand Equity Management System217
Review222
Discussion Questions223
Notes230
Chapter 9 Measuring Sources of Brand Equity： Capturing Customer Mind-Set232
Preview233
Qualitative Research Techniques233
Quantitative Research Techniques241
Comprehensive Models of Consumer-Based Brand Equity251
Review252
Discussion Questions253
Notes259
Chapter 10 Measuring Outcomes of Brand Equity： Capturing Market Performance262
Preview263
Comparative Methods263
Holistic Methods267
Review273
Discussion Questions274
Notes276
PART Ⅴ Growing and Sustaining Brand Equity281
Chapter 11 Designing and Implementing Brand Architecture Strategies281
Preview282
Developing a Brand Architecture Strategy282
Brand Portfolios285
Brand Hierarchies287
Corporate Branding295
Brand Architecture Guidelines304
Review305
Discussion Questions306
Notes310
Chapter 12 Introducing and Naming New Products and Brand Extensions314
Preview315
New Products and Brand Extensions315
Advantages of Extensions316
Disadvantages of Brand Extensions320
Understanding How Consumers Evaluate Brand Extensions325
Evaluating Brand Extension Oppounities329
Extension Guidelines Based on Academic Research334
Review343
Discussion Questions343
Notes345
Chapter 13 Managing Brands Over Time350
Preview351
Reinforcing Brands352
Revitalizing Brands358
Adjustments to the Brand Portfolio364
Review366
Discussion Questions367
Notes371
Chapter 14 Managing Brands Over Geographic Boundaries andMarket Segments373
Preview374
Regional Market Segments374
Other Demographic and Cultural Segments375
Rationale for Going International376
Advantages of Global Marketing Programs376
Disadvantages of Global Marketing Programs378
Global Brand Strategy380
Standardization versus Customization382
Developing versus Developed Markets385
Building Global Customer-Based Brand Equity386
Review394
Discussion Questions394
Notes398
PART Ⅵ Closing Perspectives403
Chapter 15 Closing Observations403
Preview404
Strategic Brand Management Guidelines404
What Makes a Strong Brand？410
Future Brand Priorities412
Review419
Discussion Questions419
Notes425