Competitive Success - How Branding Adds Value

Informationen zum Autor John Davis is Professor of Marketing and Department Chair at the Emerson College in Boston, USA. He was until the summer 2009, Practice Associate Professor and Director of the Marketing Excellence Centre at Singapore Management University. He also taught one of the most popular courses at Singapore Management University, entitled Strategic Brand Management. Before joining academia he had over 20 years of corporate experience leading global branding and marketing teams for companies such as Nike, Informix and Transamerica Klappentext This book explains how companies can realize substantial competitive advantages and gains in financial and perceptive value if they develop a brand-centric philosophy. Competitive Success: How Branding Adds Value will describe the latest brand frameworks, emphasizing their practical applications. The book will present a comprehensive review of the entire brand spectrum, including:* Brand strategy* Implementation* Customer/brand insight* Resource allocation* Performance measurementThe book will be organized around the following eight themes:Section 1: Brand OverviewSection 2: The Brand's Future: Understanding the Importance of Brand DestinySection 3: Brand Strategy for the 21st CenturySection 4: Creating and Developing a Brand CultureSection 5: The Brand ExperienceSection 6: Brand MeasurementSection 7: How Brand Management Works Zusammenfassung Competitive Success: How Branding Adds Value explains how companies can realize substantial competitive advantages and gains in financial and perceptive value if they develop a brand-centric philosophy. It describes the latest brand frameworks, emphasizing their practical applications. Inhaltsverzeichnis Preface xvii Acknowledgments xxiii Part I Understanding the Importance of Brand 1 1 Competitive Success 3 Preview 3 Historical Snapshot 4 Strategic Overview 6 B2C and B2B Companies 6 Product versus Brand 6 Product 6 Brand definitions 7 Expanded brand definitions 10 Competitive Arenas 12 Global 12 Regional 13 National 13 Local 13 Niche 14 New Brand Definition 15 Brand Value and Brand Equity Introduction 16 Tactical Overview 17 Why Branding is Important 17 Five Levels of Branding 18 Implications 20 Brand Sustainability 20 Measurement 21 Awareness 21 Brand Scorecards 23 Brand Assets 23 Brand Liabilities 23 Summary 25 Discussion Questions 26 Case Briefs 26 2 Brand Value 31 Preview 31 Brand Equity and Brand Value Revisited 32 Brand Building to Create Brand Value 33 Dimensions of Brand Value 34 Trusted Reputation 34 Touchpoints 35 Tangible Touchpoints 35 Intangible Touchpoints 35 Organizational 36 Societal Relevance 37 Individual Value 38 Corporate Social Responsibility 39 Financial 41 Understanding and Measuring Brand Value 42 Simplified Brand Valuation 42 MacInnis and Park Brand Equity Methodology 42 Formal Brand Valuation 44 BrandFinance Brand Valuation Methodology 44 Interbrand Brand Valuation Methodology 48 Differences in Brand Value Results 50 Consumer-Based Brand Equity 51 The Young & Rubicam Brand Asset® Valuator 51 MillwardBrown BrandDynamics(TM) Pyramid 52 Measurement 53 Customer Brand Value 53 Summary 54 Discussion Questions 55 3 Brand Portfolios and Architecture 59 Preview 59 Brand Portfolios 60 What is Brand Architecture? 61 Brand Relationship Spectrum 62 Branded House 62 Sub-Brands 63 House of Brands 64 Endorsed Brands 65 Overlap 66 Brand H...

Sommario

* What is a 'brand'?
* Why branding is important
* Brand value
* Brand architecture
* Differences across cultures
* Introducing the brand building blocks for the 21st century
* Risks and challenges of brand building
 
End of Section Questions and Exercises
 
Section 2: The Brand's Future: Understanding the Importance of Brand Destiny
* Definition of brand destiny
* Corporate self-evaluation
* Organizational impact of brand destiny
 
End of Section Questions and Exercises
 
Section 3: Brand Strategy for the 21st Century
* What is brand strategy?
* The internal benefits of brand strategy alignment
* The external benefits of brand strategy alignment
 
End of Section Questions and Exercises
 
Section 4: Creating and Developing a Brand Culture
* What is brand culture?
* Role of management
* Internal branding
 
End of Section Questions and Exercises
 
Section 5: The Brand Experience
* How brand experiences enhances and expands upon classic brand frameworks
* Creativity and innovation in executing a successful brand experience
 
End of Section Questions and Exercises
 
Section 6: Brand Measurement
* Brand audits and scorecards
* Qualitative and quantitative research
 
End of Section Questions and Exercises
 
Section 7: How Brand Management Works
* Developing the brand team
* Setting the brand strategy
* Creating the brand plan
* Building internal support
* Communicating the brand
* Measuring results
 
End of Section Questions and Exercises

Dettagli sul prodotto

• Autori: Jd Davis, John A Davis, John A. Davis, John A. (Emerson College in Boston) Davis, John Andrew Davis
• Editore: Wiley, John and Sons Ltd
• Lingue: Inglese
• Formato: Tascabile
• Pubblicazione: 31.07.2011
• EAN: 9780470998229
• ISBN: 978-0-470-99822-9
• Pagine: 422
• Categorie: Scienze sociali, diritto, economia > Economia > Pubblicità, marketing; Marketing, Marke, Markenschutz, Wettbewerb (wirtschaftlich), Marketing management, Wirtschaft u. Management