Brand Management 3rd Edition - Co-creating Meaningful Brands

Online ResourcesPraise for Brand ManagementPrefacePart 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 BrandsDisciplinary Influences on Branding Theory and PracticeEconomicsLawPsychologyAnthropology and SociologyBusiness StudiesMedia StudiesCreative PracticeCan Everything Be Branded?Chapter SummaryCase Example: The Canterbury CrusadersFurther Reading2 Understanding Brand UsersIntroductionChanges in Our Understanding of Users and BrandsEight Approaches to Brand 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: WhisperFurther Reading3 Brand EquityIntroductionWhat Is Brand Equity?Internal Firm Benefits of BrandsBuilding Brand EquityA Framework for Building Brand EquityChapter SummaryCase Example: GlossierFurther Reading4 Data, Insights, and MeasurementIntroductionHow Do We Measure Brand Equity?Measuring Brand AwarenessMeasuring Brand AssociationsQualitative ApproachesQuantitative ApproachesCustomer-focused Measures of Brand MeaningUser EngagementSentiment AnalysisMonitoring the FringeBig Data: Opportunities and PitfallsMeasuring Brand AuthenticityChapter SummaryCase Example: Trung Nguyên LegendFurther ReadingPart II Co-creating, Sustaining, Growing, and Renewing Brand Meaning5 Creating New BrandsIntroduction“New to Firm” vs. “New to World”The Eight Steps of Brand BuildingBuilding Internal Support for BrandingBuilding Brand FoundationsBrand Launch and AssessmentPositioningFrames of Reference for PositioningEngineering the Brand into the Marketing Mix (and Beyond)Chapter SummaryCase Example: Magneto MagazineFurther Reading6 Brand Assets and ExperiencesIntroductionBrand AssetsWhat’s in a Name?LogosTaglinesCharactersCorporate Identity SystemsLegal ProtectionWorking with Creative AgenciesCo-creating Consumer Experiences and JourneysChapter SummaryCase Example: Tony’s ChocolonelyFurther Reading7 Brand ConsistencyIntroductionThe Value of ConsistencyInternal ConsistencyThree Internal–External Gaps to be ManagedBrand AuditInternal BrandingCommunicating ExternallyBrand StorytellingBrand Building: Strategic Goals of CommunicationsIntegrated Marketing CommunicationsAuthenticating Strategies and CuesChapter SummaryCase Example: YamahaFurther Reading8 Managing Brand GrowthIntroductionExploiting the BrandBrand ExtensionsUnlocking the Success of Brand ExtensionsWhy Not Develop a New Brand? Plusses and Minuses of Brand ExtensionsCo-brandingBrand Architecture: Managing Brand PortfoliosThe Brand Relationship SpectrumThe House of BrandsA Branded HouseHybrid ArchitecturesAcquiring New Brands: Using Architecture to Bring Brands into the FoldHarvesting BrandsChapter SummaryCase Example: Lovehoney’s Expansion through Extensions and PartnershipsFurther Reading9 Brand RelevanceIntroductionBrand Equity: Balancing Relevance with ConsistencyWhy Brand Managers Struggle with RelevanceBrand AmbidexterityDesign ThinkingInnovating for Relevance: Three Strategic PivotsPivot 1: Cultural BrandingPivot 2: Progressive RepositioningPivot 3: DisruptionTerminology: Repositioning, Revitalization, Refreshing, Relaunch?Chapter SummaryCase Example: Ottobock’s Move from B2B to B2CFurther Reading10 Communal BrandingIntroductionWhat Is Communal Branding?Four Types of CommunitiesCommunal Branding StrategiesDoes Communal Branding Apply in B2B?Communal Branding ChallengesChapter SummaryCase Example: Shatta Wale and the MovementFurther ReadingPart III Brand Management Challenges11 Globalization and BrandingIntroductionWhat Is Global Branding?Globalization and Brand StrategyGlocalization and Brand StrategyDeterritorialization and Brand StrategyReterritorialization: How Brands Craft Nation IdentityProtecting the Brand: Counterfeiting and Co-creationChapter SummaryCase Example: Rebranding Holland as the NetherlandsFurther Reading12 Ethics and BrandingIntroductionBrands and Ethics, Not as Easy as It LooksA Contextual Approach to Brand EthicsManaging Ethically: Brand Purpose and Brand ActivismEthical Challenges in Brand Co-creationManaging Brand CrisisThree Brand Authenticity CrisesChapter SummaryCase Example: Shinola DetroitFurther ReadingReferencesIndex