Creating Powerful Brands 4th Edition by Leslie de Chernatony, Malcolm McDonald, Elaine Wallace 1138440906 9781138440906

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ISBN 10: 1138440906

ISBN 13: 9781138440906

Author: Leslie de Chernatony; Malcolm McDonald; Elaine Wallace

This has long been the one book that students can rely on to get them thinking critically and strategically about branding. This new fourth edition is no exception. THE definitive introductory textbook for this crucial topic, it is highly illustrated and comes packed with over 50 brand-new, real examples of influential marketing campaigns. Bullets: • Summarises the latest thinking and best practice in the domain of branding • All new real marketing campaigns show how branding theories are implemented in practice • Brought right up to date with a clear European and UK focus Undergraduate business and marketing students studying brand management will find this an invaluable resource in their quest to understand how branding really works.

Creating Powerful Brands 4th Table of contents:

Part 1 Foundations of Brand Management

Chapter 1 Why it is Crucial to Create Powerful Brands

Confusion About what Marketing is

The Growing Importance of Intangible Assets

Shareholder Value-Adding Strategies

What is a Product?

The Importance of the Brand

Conclusion

Building Successful Brands

Book Modus Operandi

Chapter 2 Understanding the Branding Process

Brand Success Through Integrating Marketing Resources

The Concept of the Brand

Characteristics of Brands

Brands as Relationship Builders

Historical Evolution of Brands

Brand Evolution: Distributors’ Brands and Generics

Brand Categorisation

Brand Consumerisation Spectrum

The Value of Brands to Manufacturers, Distributors and Consumers

The Importance of Brand Planning

The Issues Influencing Brand Potential

Conclusions

Marketing Action Checklist

Student Based Enquiry

Part 2 Brand Management in Different Sectors

Chapter 3 How Consumers Choose Brands

Brands and the Consumer’s Buying Process

Extended Problem Solving

Dissonance Reduction

Limited Problem Solving

Tendency to Limited Problem Solving

Consumers’ Low Involvement with Brands

Consumers’ Need-States

Differential Brand Marketing

Consumers’ Perceptions of Added Values

Brand Information: Quality or Quantity?

Clues to Evaluate Brands

Brand Names as Informational Chunks

The Challenge to Branding from Perception

Naming Brands: Individual or Company Name?

A Strategic Approach to Naming Brands

Issues Associated with Effective Brand Names

The Brand as a Risk Reducer

Conclusions

Marketing Action Checklist

Student Based Enquiry

Chapter 4 How Consumer Brands Satisfy Social and Psychological Needs

Added Values Beyond Functionalism

Brands and Symbolism

Self-Concept and Branding

Brand Values and Personality

Brand Personality and Relationship Building

The Contribution of Semiotics to Branding

Conclusions

Marketing Action Checklist

Student Based Enquiry

Chapter 5 Business-to-Business Branding

Brands and Organisational Marketing

The Unique Characteristics of Organisational Marketing

Nature of Brands in Organisational Markets

Who Buys Brands?

Anticipating the Role of Buying Centre Members

The Organisational Buying Process

Brand Values in Business-to-Business Branding

Brands as Relationship Builders

Factors Influencing Brand Selection

Providing Organisational Buyers with Brand Information

The Company as a Brand

Varying Receptivity to Branding

Conclusions

Marketing Action Checklist

Student Based Enquiry

Chapter 6 Service Brands

New Ways of Thinking About Services

The Challenge of Services Branding

Intangibility

Heterogeneity

Inseparability of Production and Consumption

Perishability

Moving Beyond the Fast-Moving Consumer Goods Model

The Process of Building and Sustaining Powerful Services Brands

Branding to Make Tangible the Intangible

Consistent Service Brands Through Staff

Service Brands With the Optimum Consumer Participation

Building Service Brand Equity

Conclusions

Marketing Action Checklist

Student Based Enquiry

Chapter 7 Retailer Issues in Branding

The Store as a Brand

Retaining Customer Loyalty and Building Engagement

The Internationalisation of Retail Brands

Store Brands

Success Factors of Store Brands – Consumer Behaviour and Economic Cycles

Retailer Support for Own Label

The Arrival and Demise of Generics

The Increasingly Powerful Retailer

The Responses of Weak and Strong Manufacturers

Whether to become an Own Label Supplier

How Retailers Select Own Label Suppliers

Prioritising Brand Investment through Different Retailers

Winning with Brands Rather than Own Labels

Understanding the Balance of Power

Category Management

Using Information in Category Management

Efficient Consumer Response (ECR)

The Evolution of ECR

How Firms Implement ECR

How Firms Measure the Success of ECR

Conclusions

Marketing Action Checklist

Student Based Enquiry

Chapter 8 Brands on the Internet

Moving Into a Virtual Environment

Reconceiving the Concept of ‘Brand’?

The Importance of the Online Brand Experience

The Evolving Role of the Internet in Brand Building

The Challenges Facing Brands on the Internet

Brand Equity of Online Brands

Conclusions

Marketing Actions Checklist

Student Based Enquiry

Part 3 Winning the Brands Battle

Chapter 9 How Powerful Brands Beat Competitors

Brands as Strategic Devices

Cost-Driven or Value-Added Brands?

Value-Added Brands with Cost-Driven Characteristics

Identifying Brands’ Sources of Competitive Advantage

Focusing Brands’ Competitive Advantages

Sustaining a Brand’s Competitive Advantage

Sustaining a Service Brand’s Competitive Advantage

Anticipating Competitor Response

The Meaning of Brand Share

Striving for Profitable Brands

Characterising Successful Brands

Need for Promotional Support

Should a Company Build Brands or Buy Brands?

Extending Brands

Conclusions

Marketing Action Checklist

Student Based Enquiry

Chapter 10 The Challenge of Developing and Sustaining Added Values

Positioning Brands as Added Value Offerings

Noticeably Different, Relevant and Welcomed Added Values

Identifying Added Values

Adding Value Through Consumer Participation

Adding Value Through Customisation

Adding Value Through Building Relationships

Protecting Brands Against Counterfeit Brands

Conclusions

Marketing Action Checklist

Student Based Enquiry

Chapter 11 Brand Planning

Understanding the Meaning of Core Values

Maintaining the Brand’s Core Values

Bridging the Brand’s Values

Defining Brand Dimensions

The De Chernatony–Mcwilliam Brand Planning Matrix

Determining Brand Performance

Managing Brands Over their Life Cycles

Rejuvenating ‘Has Been’ Brands

A Systematic Approach for Revitalising Brands

Conclusions

Marketing Action Checklist

Student Based Enquiry

Chapter 12 Brand Evaluation

Growing Brand Equity

Commercial Models of Brand Equity Growth

Measuring Brand Equity

Methods of Measuring the Financial Value of a Brand

Conclusion: Financial Implications for Brands

Marketing Action Checklist

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