The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term Book

List of figures     ix
List of tables     xii
Preface to the fourth edition     xiv
Introduction: Building the brand when the clients are empowered     1
Why is branding so strategic?     7
Brand equity in question     9
What is a brand?     9
Differentiating between brand assets, strength and value     13
Tracking brand equity     15
Goodwill: the convergence of finance and marketing     18
How brands create value for the customer     19
How brands create value for the company     23
Corporate reputation and the corporate brand     26
Strategic implications of branding     31
What does branding really mean?     31
Permanently nurturing the difference     35
Brands act as a genetic programme     36
Respect the brand 'contract'     38
The product and the brand     39
Each brand needs a flagship product     41
Advertising products through the brand prism     42
Brands and other signs of quality     44
Obstacles to the implications of branding     45
Brand and business building     51
Are brands for all companies?     51
Building a market leader without advertising     52
Brand building: from product to values, and vice versa     55
Are leading brands the best products or the best value?     57
Understanding the value curve of the target     58
Breaking the rule and acting fast     58
Comparing brands and business models: cola drinks     59
From private labels to store brands     65
Evolution of the distributor's brand     66
Are they brands like the others?     69
Why have distributors' brands?     74
The financial equation of the distributor's brand     75
The three stages of the distributor's brand     77
The case of Decathlon     79
Factors in the success of distributors' brands     82
Optimising the DOB marketing mix     84
The real brand issue for distributors     85
Competing against distributors' brands     87
Facing the low-cost revolution     90
Should manufacturers produce goods for DOBs?     93
Brand diversity: the types of brands     95
Luxury, brand and griffe     95
Service brands     103
Brand and nature: fresh produce     106
Pharmaceutical brands     108
The business-to-business brand     113
The internet brand     119
Country brands     123
Thinking of towns as brands     125
Universities and business schools are brands     128
Thinking of celebrities as brands     131
Thinking of television programmes as brands     132
The challenges of modern markets     135
The new rules of brand management     137
The limits of a certain type of marketing     139
About brand equity     141
The new brand realities     144
We have entered the B to B to C phase     152
Brand or business model power?     153
Building the brand in reverse?     154
The power of passions     155
Beginning with the strong 360[degree] experience     156
Beginning with the shop     158
The company must be more human, more open     158
Experimenting for more efficiency     159
The enlarged scope of brand management     160
Licensing: a strategic lever     164
How co-branding grows the business     166
Brand identity and positioning     171
Brand identity: a necessary concept      171
Identity and positioning     175
Why brands need identity and positioning     178
The six facets of brand identity     182
Sources of identity: brand DNA     188
Brand essence     197
Creating and sustaining brand equity     201
Launching the brand     203
Launching a brand and launching a product are not the same     203
Defining the brand's platform     204
The process of brand positioning     207
Determining the flagship product     209
Brand campaign or product campaign?     210
Brand language and territory of communication     210
Choosing a name for a strong brand     211
Making creative 360[degree] communications work for the brand     214
Building brand foundations through opinion leaders and communities     215
The challenge of growth in mature markets     219
Growth through existing customers     219
Line extensions: necessity and limits     222
Growth through innovation     227
Disrupting markets through value innovation     230
Managing fragmented markets     232
Growth through cross-selling between brands     234
Growth through internationalisation     234
Sustaining a brand long term     237
Is there a brand life cycle?     238
Nurturing a perceived difference     240
Investing in communication     243
No one is free from price comparisons     245
Branding is an art at retail     247
Creating entry barriers     248
Defending against brand counterfeiting     250
Brand equity versus customer equity: one needs the other     252
Sustaining proximity with influencers     260
Should all brands follow their customers?     262
Reinventing the brand: Salomon     263
Adapting to the market: identity and change     269
Bigger or better brands?     270
From reassurance to stimulation     271
Consistency is not mere repetition     272
Brand and products: integration and differentiation     273
Specialist brands and generalist brands     275
Building the brand through coherence     279
The three layers of a brand: kernel, codes and promises     290
Respecting the brand DNA     292
Managing two levels of branding     293
Growth through brand extensions     295
What is new about brand extensions?     296
Brand or line extensions?     298
The limits of the classical conception of a brand     300
Why are brand extensions necessary?     303
Building the brand through systematic extensions: Nivea     306
Extending the brand to internationalise it     309
Identifying potential extensions     310
The economics of brand extension     312
What research tells us about brand extensions     316
What did the research reveal?     324
How extensions impact the brand: a typology     324
Avoiding the risk of dilution     326
Balancing identity and adaptation to the extension market segments     330
Assessing what should not change: the brand kernel     332
Preparing the brand for remote extensions     333
Keys to successful brand extensions     336
Is the market really attractive?     340
An extension-based business model: Virgin     342
How execution kills a good idea: easyCar     345
Brand architecture     347
The key questions of brand architecture     347
Type and role of brands     349
The main types of brand architecture     356
Choosing the appropriate branding strategy     372
New trends in branding strategies     376
Internationalising the architecture of the brand     379
Some classic dysfunctions     379
What name for new products?     381
Group and corporate brands     385
Corporate brands and product brands     388
Multi-brand portfolios     391
Inherited complex portfolios     392
From single to multiple brands: Michelin     393
The benefits of multiple entries     395
Linking the portfolio to segmentation     396
Global portfolio strategy     401
The case of industrial brand portfolios     402
Linking the brand portfolio to the corporate strategy     405
Key rules to manage a multi-brand portfolio     406
The growing role of design in portfolio management     409
Does the corporate organisation match the brand portfolio?     410
Auditing the portfolio strategically     411
A local and global portfolio - Nestle     413
Handling name changes and brand transfers     415
Brand transfers are more than a name change     415
Reasons for brand transfers     416
The challenge of brand transfers      418
When one should not switch     419
When brand transfer fails     420
Analysing best practices     421
Transferring a service brand     426
How soon after an acquisition should transfer take place?     428
Managing resistance to change     431
Factors of successful brand transfers     433
Changing the corporate brand     435
Brand turnaround and rejuvenation     437
The decay of brand equity     438
The factors of decline     439
Distribution factors     442
When the brand becomes generic     443
Preventing the brand from ageing     443
Rejuvenating a brand     445
Growing older but not ageing     450
Managing global brands     455
The latest on globalisation     456
Patterns of brand globalisation     459
Why globalise?     461
The benefits of a global image     466
Conditions favouring global brands     468
The excess of globalisation     470
Barriers to globalisation     471
Coping with local diversity     473
Building the brand in emerging countries      478
Naming problems     479
Achieving the delicate local-global balance     480
Being perceived as local: the new ideal of global brands?     483
Local brands can strike back     485
The process of brand globalisation     487
Globalising communications: processes and problems     495
Making local brands converge     498
Brand valuation     501
Financial valuation and accounting for brands     503
Accounting for brands: the debate     504
What is financial brand equity?     507
Evaluating brand valuation methods     513
The nine steps to brand valuation     525
The evaluation of complex cases     528
What about the brand values published annually in the press?     529
Bibliography     531
Index     545