Advanced Brand Management: From Vision to Valuation Book

	Acknowledgments	vii
	Preface	ix
1.	The Changing Roles of Brand Management	1
2.	Brand Vision, Strategy, and Consumer Insight	15
	Hallmark Inc.: The business of the Hallmark brand--a paradigm shift in thinking	17
	Unilever Malaysia: Romancing the consumer	19
	Land Rover: Turning rational attributes into an emotional brand personality	26
	Phil Corporation's GoKhatak: Building a new brand	31
3.	Positioning and Brand Management	37
	Lollipops: Growing a category by positioning generic products to different market segments	52
	Haier: Positioning an Asian brand in a sophisticated Western market: Those who dare will win?	72
4.	Brand Architecture	79
	Raffles International: Master branding endorsement	85
	Sony and Ericsson: A winning partnership?	90
	Sundsvall: Hybrid branding--one drink too many!	93
	Marriott International Inc.: Acquisitions and the problem of brand fit	100
	Carrefour SA (France) versus Ahold NV (Holland): Mergers and acquisitions--global versus product naming	103
	Moet Hennessy Louis Vuitton Group (LVMH): The house of luxury brands	106
5.	Three Great Dilemmas: Brand Stretch, Brand Revitalization, and Brand Deletion	113
	Caterpillar Inc.: An example of successful brand extension	120
	Wrigley: Gum does stretch!	124
	Tab Diet Soda: The customer lifeline	126
	Mazda: The revitalization of a brand	127
	Oldsmobile: The final parking lot	140
6.	Total Communications for Brand Management	143
	Jim Beam: Global repositioning and local adaptation expressed through market communications	149
	Hello Kitty: Damage limitation--quick response	164
	McDonald's: Damage limitation--slow response	164
	Singapore Airlines: Thrust into disaster--PR in action	165
	Malaysia Airlines: Analysis of advertising copy for perceived brand personality	170
7.	E-brand Management and Customer Relationship Management	177
	Hang Seng Bank: Forging an e-image	201
8.	"Long Live the Brand!": Creating a Brand Culture	209
	The Virgin Group: Let's have some fun!	219
	Intel Corporation: Training for maximum brand performance	225
	Philips: Brand philosophy--making brand guardianship happen	234
	Acer: Model of brand anatomy and management	237
9.	Measuring Brand Success: Market Research and Brand Valuation	241
	Lloyds TSB: Tagging customers for increased profitability and satisfaction	247
	Diageo: Performance tracking	264
10.	Conclusion	267
Appendix	Your Brand Management Toolkit	271
	Index	287