Brand Management 2nd Edition Co-creating Meaningful Brands

Publisher’s AcknowledgmentsPraise for Brand ManagementOnline ResourcesPrefacePart I Foundations of Co-creating Brand Meaning1 Brands and BrandingWelcome to a Branded WorldWhat Is a Brand?Who Co-creates Brand Meaning?A Short History of Brand ManagementFive Key Principles of Co-creating Meaningful BrandsTheoretical Influences on Branding Theory and PracticeEconomicsLawPsychologyAnthropology and SociologyBusiness StudiesMedia StudiesCreative PracticeCan Everything Be Branded?Chapter SummaryCase Example: The Canterbury Crusaders2 Understanding Brand UsersUsers Co-create Brand MeaningChanges in Our Understanding of Users and BrandsEight Approaches to Brand-meaning ManagementThe Value of Brands to UsersWhat about B2B Users?Co-creation and the Centrality of AuthenticityReal or Fake? Users Prefer the Seemingly RealBeing Oneself vs. Fitting In: Why Users Seek Authentic BrandsBeing Authentic: Three Strategies for Brand ManagersIs All Brand Consumption Driven by Identity?Chapter SummaryCase Example: Kat Von D Becomes KVD3 Brand EquityThe Value of BrandsWhat Is Brand Equity?Internal Firm Benefits of Brands?Building Brand EquityA Framework for Building Brand EquityChapter SummaryCase Example: Making Kodak “Cool” Again4 Data, Insights, and MeasurementIntroductionHow Do We Measure Brand Equity?Measuring Brand AwarenessMeasuring Brand AssociationsQualitative ApproachesQuantitative ApproachesTracking Customers’ Use of the BrandCustomer-focused Measures of Brand MeaningUser EngagementMeasuring Brand AuthenticityBig Data: Opportunities and PitfallsMonitoring the FringeChapter SummaryCase Example: Transforming Brand Equity at HomebasePart II Co-creating, Sustaining, Growing, and Renewing Brand Meaning5 Creating New BrandsIntroduction“New to World” vs. “New to Firm”The Eight Steps of Brand BuildingBuilding Internal Support for BrandingBuilding Brand FoundationsBrand Launch and AssessmentPositioningResearch for PositioningBrand Names, Logos, and ElementsArticulating the PositionChapter SummaryCase Example: Magneto Magazine6 Brand ConsistencyIntroductionThe Value of ConsistencyInternal ConsistencyThree Internal–External Gaps to be ManagedBrand AuditsInternal BrandingCommunicating ExternallyBrand StorytellingBrand Building: Strategic Goals of CommunicationsIntegrated Marketing CommunicationsCrafting the Brand ExperienceAuthenticating Strategies and CuesChapter SummaryCase Example: Yamaha7 Managing Brand GrowthIntroductionExploiting the BrandBrand ExtensionsLine vs. Category Brand ExtensionsWhy Not Develop a New Brand? Plusses and Minuses of Brand ExtensionsCo-branding and Brand AlliancesBrand Architecture: Managing Brand PortfoliosThe Brand Relationship SpectrumThe House of BrandsA Branded HouseCombinations and HybridsAcquiring New Brands: Using Architecture to Bring Brands into the FoldHarvesting BrandsChapter SummaryCase Example: Lovehoney’s Expansion Through Extensions and Partnerships8 Brand RelevanceIntroductionBrand Equity: Balancing Relevance with ConsistencyWhy Brand Managers Struggle with RelevanceBrand AmbidexterityDesign ThinkingInnovating for Relevance: Three Strategies for Enhancing Brand AuthenticityCultural Storytelling (Pivot 1)Progressive Reposition (Pivot 2)Innovating via Design DisruptionTerminology: Repositioning, Revitalization, Refreshing, Relaunch?Co-created Innovations: What Role for the User?Chapter SummaryCase Example: Ottobock’s Pivot from B2B to B2C9 Communal BrandingIntroductionWhat Is Communal Branding?Four Types of CommunitiesCommunal Branding StrategiesDoes Communal Branding Apply in B2B?ChallengesChapter SummaryCase Example: Di$count UniversePart III Brand Management Challenges10 Globalization and BrandingIntroductionWhat is Global Branding?Globalization and Brand StrategyGlocalization and Brand StrategyDeterritorialization and Brand StrategyProtecting the Brand: Counterfeiting and Co-creationChapter SummaryCase Example: Rebranding Holland as The Netherlands11 Ethics and Brand PurposeIntroductionTwo Approaches to Understanding Ethical Challenges in MarketsBranding Ethics: Normative vs. Positive ApproachesA Contextual Approach to Brand EthicsBrand PurposeEthical Challenges and Brand Co-creationChapter SummaryCase Example: Ecotricity12 Managing Brand CrisisIntroductionWhat Is a Brand Crisis?Why Manage Crises?Three Brand Authenticity CrisesManaging Brand CrisisChapter SummaryCase Example: Shinola DetroitBibliographyIndex