Strategic Brand Management Building Measuring and Managing Brand Equity 5th edition by Kevin Lane Keller, Vanitha Swaminathan 9780134877952 0134877950

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ISBN 10: 0134877950
ISBN 13: 9780134877952 
Author: Kevin Lane Keller; Vanitha Swaminathan

For courses in brand management.   Create profitable brand strategies by building, measuring, and managing brand equity Strategic Brand Management: Building, Measuring, and Managing Brand Equity looks at branding from the perspective of the consumer, and provides a framework that identifies, defines, and measures brand equity. Using insight from both academics and industry practitioners, the text draws on illustrative examples and case studies of brands marketed in the US and all over the world. New co-author and award-winning scholar Vanitha Swaminathan, joins Kevin Lane Keller on this exciting, new 5th Edition. This edition also features a greater focus on digital branding, so students are aware of the exciting new opportunities and daunting challenges brands must face in connecting with today’s consumers.

Strategic Brand Management Building Measuring and Managing Brand Equity 5th Table of contents:

Part I: Opening Perspectives

1. Brands and Brand Management
Learning Objectives
Preview
What is a Brand?
Brand Elements
Brands versus Products
Why do Brands Matter?
Consumers
Firms
Can Anything be Branded?

• Physical Goods
• Business-to-Business Products
• High-Tech Products
• Services
• Role of Branding with Services
• Professional Services
• Retailers and Distributors
• Digital Brands
• People and Organizations
• Sports, Arts, and Entertainment
• Geographic Locations
• Ideas and Causes
  What are the Strongest Brands?
  Branding Challenges and Opportunities
• Unparalleled Access to Information and New Technologies
• Downward Pressure on Prices
• Ubiquitous Connectivity and the Consumer Backlash
• Sharing Information and Goods
• Unexpected Sources of Competition
• Disintermediation and Reintermediation
• Alternative Sources of Information about Product Quality
• Winner-Takes-All Markets
• Media Transformation
  The Importance of Customer-Centricity
  The Brand Equity Concept
  Strategic Brand Management Process
• Identifying and Developing Brand Plans
• Designing and Implementing Brand Marketing Programs
• Choosing Brand Elements
• Integrating the Brand into Marketing Activities and the Supporting Marketing Program
• Leveraging Secondary Associations
• Measuring and Interpreting Brand Performance
• Growing and Sustaining Brand Equity
• Defining Brand Architecture
• Managing Brand Equity over Time
• Managing Brand Equity over Geographic Boundaries, Cultures, and Market Segments
  Review
  Discussion Questions
  Notes

Part II: Developing a Brand Strategy

2. Customer-Based Brand Equity and Brand Positioning
Learning Objectives
Preview
Customer-Based Brand Equity

• Defining Customer-Based Brand Equity
• Brand Equity as a Bridge
• Brands as a Reflection of the Past
• Brands as a Direction for the Future
  Making a Brand Strong: Brand Knowledge
  Sources of Brand Equity
• Brand Awareness
  • Advantages of Brand Awareness
    • Learning Advantages
    • Consideration Advantages
    • Choice Advantages
• Establishing Brand Awareness
• Brand Image
  • Strength of Brand Associations
  • Favorability of Brand Associations
  • Uniqueness of Brand Associations
    Identifying and Establishing Brand Positioning
• Basic Concepts
• Target Market
• Segmentation Bases
• Criteria
• Nature of Competition
• Indirect Competition
• Multiple Frames of Reference
• Points-of-Parity and Points-of-Difference
• Points-of-Difference Associations
• Points-of-Parity Associations
• Points-of-Parity versus Points-of-Difference
  Positioning Guidelines
• Defining and Communicating the Competitive Frame of Reference
• Communicating Category Benefits
• Exemplars
• Product Descriptor
  Choosing Points-of-Difference
• Desirability Criteria
• Deliverability Criteria
• Differentiation Criteria
  Establishing Points-of-Parity and Points-of-Difference
• Separate the Attributes
• Leverage Equity of Another Entity
• Redefine the Relationship
• Straddle Positions
• Updating Positioning over Time
• Laddering
• Reacting
  Developing a Good Positioning
  Defining a Brand Mantra
• Brand Mantras
• Designing a Brand Mantra
• Implementing a Brand Mantra
  Review
  Discussion Questions
  Notes

3. Brand Resonance and the Brand Value Chain
Learning Objectives
Preview
Building a Strong Brand: The Four Steps of Brand Building

• Brand Salience
  • Breadth and Depth of Awareness
  • Product Category Structure
  • Strategic Implications
• Brand Performance
• Brand Imagery
  • User Imagery
  • Purchase and Usage Imagery
  • Brand Personality and Values
  • Brand History, Heritage, and Experiences
• Brand Judgments
  • Brand Quality
  • Brand Credibility
  • Brand Consideration
  • Brand Superiority
• Brand Feelings
• Brand Resonance
  • Behavioral Loyalty
  • Attitudinal Attachment
  • Sense of Community
  • Active Engagement
    Brand-Building Implications
• Customers Own the Brands
• Don’t Take Shortcuts with Brands
• Brands Should Have a Duality
• Brands Should Have Richness
• Brand Resonance Provides Important Focus
• Customer Networks Strengthen Brand Resonance
  The Brand Value Chain
• Value Stages
• Marketing Program Investment
• Program Quality Multiplier
• Customer Mind-Set
• Marketplace Conditions Multiplier
• Market Performance
• Investor Sentiment Multiplier
• Shareholder Value
  Implications
  Review
  Discussion Questions
  Notes

Part III: Designing and Implementing Brand Marketing Programs

4. Choosing Brand Elements to Build Brand Equity
Learning Objectives
Preview
Criteria for Choosing Brand Elements

• Memorability
• Meaningfulness
• Likability
• Transferability
• Adaptability
• Protectability
  Options and Tactics for Brand Elements
• Brand Names
  • Naming Guidelines
  • Brand Awareness
  • Simplicity and Ease of Pronunciation and Spelling
  • Familiarity and Meaningfulness
  • Differentiated, Distinctive, and Unique
• Brand Associations
  • Naming Procedures
• URLs
• Logos and Symbols
  • Benefits
• Characters
  • Benefits
  • Cautions
• Slogans
  • Benefits
  • Designing Slogans
  • Updating Slogans
• Jingles
• Packaging
  • Benefits
  • Packaging the Right Content
  • Kashi
  • Chipotle
  • Snickers
  • Packaging at the Point of Purchase
  • Packaging Innovations
  • Package Design
  • Packaging Changes
    Putting it all Together
    Review
    Discussion Questions
    Notes

5. Designing Marketing Programs to Build Brand Equity
Learning Objectives
Preview
New Perspectives on Marketing

• Integrating Marketing
• Personalizing Marketing
• Experiential Marketing
• Relationship Marketing
• Mass Customization
• Permission Marketing
  Reconciling the Different Marketing Approaches
• Product Strategy
  • Perceived Quality
  • Managing Customers Post-Purchase
  • User Manuals
  • Customer Service Programs
  • Loyalty Programs
• Pricing Strategy
  • Consumer Price Perceptions and Setting Prices
  • Value Pricing
  • Product Design and Delivery
  • Product Costs
  • Product Prices
  • Communicating Value
  • Price Segmentation
  • Everyday Low Pricing
  • The P&G Experience
  • Reasons for Price Stability
• Channel Strategy
  • Channel Design
  • Indirect Channels
  • Push and Pull Strategies
  • Channel Support
  • Retail Segmentation
  • Cooperative Advertising
  • Summary
• Direct Channels
  • Company-Owned Stores
  • Store-within-a-Store
  • Other Means
  • Online Strategies
  • Summary
    Review
    Discussion Questions
    Notes

6. Integrating Marketing Communications to Build Brand Equity
Learning Objectives
Preview
The New Media Environment
Challenges in Designing Brand-Building Communications

• Information Processing Model of Communications
• Role of Multiple Communications
• Three Major Marketing Communication Options
  • Advertising
  • Television
    • Pros and Cons
    • Guidelines
    • Future Prospects
  • Radio
  • Print
    • Pros and Cons

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