Preview

Strategic Brand Management:A European Perspective

Good Essays
Open Document
Open Document
1124 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Strategic Brand Management:A European Perspective
Strategic Brand Management 2e provides a comprehensive and up-to-date treatment of the subjects of brands, brand equity, and strategic brand management. Strategic brand management involves the design and implementation of marketing programmes and activities to build, measure, and manage brand equity. The book aims to provide managers with concepts and techniques to improve the long-term profitability of their brand strategies. It incorporates current thinking and developments on these topics from both academics and industry participants. It also combines a comprehensive theoretical foundation with numerous practical insights to assist managers in their day-to-day and long-term brand decisions.

New to this Edition

· New ‘Brand Briefing’ case studies on Google, Zara, Ryanair and IKEA

· New online resources including more multiple choice questions to help you assess your progress

· More coverage of channel management and B2B research on brands
Zum Seitenanfang
Table of Contents

Table of Contents

Guided tour

Preface

About the authors

Authors’ acknowledgements

Publisher’s acknowledgements

1 Brands and brand management

Preview
What is a brand?

Why do brands matter?

Can anything be branded?

What are the strongest brands?

Branding challenges and opportunities

The brand equity concept

Strategic brand management process

Chapter review
Discussion questionsReferences and notes

2 Customer-based brand equity

Preview

Customer-based brand equity

Making a brand strong: brand knowledge

Sources of brand equity

Four steps to building a brand

Brand building blocks

Creating brand value

Chapter review

Discussion questions

References and notes

3 Brand positioning

Preview

Identifying and establishing brand positioning

Positioning guidelines

Defining and establishing brand mantras

Chapter review

Discussion questions
References and notes

You May Also Find These Documents Helpful

  • Satisfactory Essays

    industry studio with a cosmetic sponsorship offer for a sequel to a blockbuster movie. Since the three female stars of…

    • 754 Words
    • 4 Pages
    Satisfactory Essays
  • Best Essays

    Case Study: Aquascutum

    • 3088 Words
    • 13 Pages

    Kapferer, J-N. (2008) The New Strategic Brand Management: creating and sustaining brand equity long term. London: Kogan Page.…

    • 3088 Words
    • 13 Pages
    Best Essays
  • Powerful Essays

    Bbm Unit Guide

    • 4049 Words
    • 17 Pages

    Special Study Requirements: STAFF CONTACTS Subject Coordinator & lecturer: Email: Location: Tutor: Email: Location: SUBJECT DESCRIPTION Strategic Brand Marketing is the process of organizing marketing activities around the introduction, promotion and optimization of brands and brand portfolios. Since brands are…

    • 4049 Words
    • 17 Pages
    Powerful Essays
  • Powerful Essays

    Strategic Brand Management

    • 6933 Words
    • 28 Pages

    References: 1. Books referred • • • • • • • • • Keller, K.L. (2009) Brand Planning, Earticle: Shoulders of Giants Keller, K.L. (2008) Strategic Brand management: 3rd Edition. India, Dorling Kindersley Aaker, A.D. (1991) Managing Brand Equity: Capitalizing on the value of a Brand Name. USA, The Free Press. Randall, G. (2000). Branding: A Practival Guide to your Branding Strategy. UK. Kogan Page. Recommended Text Book: Strategic Brand Management, Strategy College, Sri Lanka. Kapfer. J.N. (1994) Strategic Brand Manageme. USA, The Free Press Kaputa, C. (2010) You are a Brand. Boston-London, Necolas Brealey Ghosal (2007) Tata’s Lanka Venture Eyes Tea Tourism. India Times – The Economic Times. Keller, K. (2008) Strategic Brand Management. 3rd Edition. United States, Prentice Hall.…

    • 6933 Words
    • 28 Pages
    Powerful Essays
  • Powerful Essays

    Red Bull Marketing

    • 3867 Words
    • 16 Pages

    Keller, K. L. (2008). Strategic Brand Management: Building, Measuring, and Managing Brand Equity (Third ed.) Upper Saddle River, N.J.: Pearson Education.…

    • 3867 Words
    • 16 Pages
    Powerful Essays
  • Good Essays

    There are eight stages in this process, beginning with building a strong brand. This information explains clearly the important steps to build solid, strong, long term brand name, character and symbol.…

    • 388 Words
    • 2 Pages
    Good Essays
  • Powerful Essays

    How to Build Brand Equity

    • 4187 Words
    • 17 Pages

    Before broaching brand equity, we should have a clear understanding of brands. The evidences of the importance of brands have plenty. A strong brand not only brings a good reputation to a company but also boosts market shares and sales revenue.The identity of a brand can be a particular product, service or business(Aaker, 1991). A brand connects a series of mental associations with a product or service.,which gains the perceived value. There are many kinds of forms on brand, comprising name, design, slogan, signature and so forth. The aim of a brand is to be different from other competitors in the marketplace.…

    • 4187 Words
    • 17 Pages
    Powerful Essays
  • Powerful Essays

    Advertising and Sales Promotion

    • 54389 Words
    • 218 Pages

    of its use in this country dates back to the Middle Ages, when the use of the…

    • 54389 Words
    • 218 Pages
    Powerful Essays
  • Best Essays

    Mcdonald's Event Marketing

    • 3377 Words
    • 14 Pages

    Event marketing is being viewed as an increasingly important marketing tool of a company’s product or service (Taranto, 1998; Shiu, 1995). Event marketing refers to an attempt to co-ordinate the communication around a created or sponsored event. In event marketing the event is an activity that gathers the target group in time and space; a meeting in which an experience is created and a message communicated”. (Behrer and Larsson, 1998). In the USA, the growth of event marketing is three times faster than the growth of advertising. There are three main reasons for the increasing use of event marketing: first, the economic incentives to find new and unconventional ways of communication have increased; second, the higher demand on companies’ marketing have risen; third, the knowledge and experience of marketing via events have been increased and systemized (Behrer and Larsson, 1998). As the increasing usage of event marketing, the topic of how to use event marketing successfully has been more and more interested by marketers. McDonald’s has a long history in event marketing, and some of the event marketing cases were rewarded one of the best event programs by Event Marketer Magazine 's Ex Awards in 2012. McDonald’s has been sponsored Olympic Games for over 40 years (McDonald’s official website, 2013). McDonald’s sponsorship of London Olympic Games…

    • 3377 Words
    • 14 Pages
    Best Essays
  • Powerful Essays

    Standing out amid a massive chorus of competitors is a challenge for any company in today’s business climate. Want evidence? Look at any magazine, TV show or surf the Internet. The number of offers and sales pitches one receives on a daily basis is simply staggering and increasingly ineffective. It’s no wonder, then, why businesses are seeking new and more effective ways of increasing the influence of their brand strategy in the marketplace. A strong brand strategy can increase the awareness of a company and its offerings in such a way that establishes strong feelings and reactions and a favorable view towards the company as a whole. To create this sort of “brand awareness” in your market, it takes skillful Brand Strategy know-how.…

    • 7811 Words
    • 32 Pages
    Powerful Essays
  • Good Essays

    References: Aaker, D.A. 1991. Managing brand equity: capitalizing on the value of a brand name. New York: Free press; Toronto: Maxwell Macmillan Canada; New York: Maxwell Macmillan International, cop.…

    • 22023 Words
    • 89 Pages
    Good Essays
  • Good Essays

    Reading: The Anatomy of Buzz- How to Create Word of Marketing- (Has taken significance due to 3 reasons: noise, information overload, skepticism-don’t believe message from companies and connectivity-internet). Takes a network approach. The importance of Buzz depends on the 1. Nature of your product (paperclips vs. movies) 2. The people that you’re trying to reach (younger people are more influenced by peers) 3. Your Customer’s connectivity 4. Your marketing strategy (if you have a contract, buzz is less important)…

    • 2629 Words
    • 11 Pages
    Good Essays
  • Satisfactory Essays

    The brand strategy: the brand on the market, the brand and the consumers, differentiation (notoriety, image, appreciation, satisfaction)…

    • 690 Words
    • 3 Pages
    Satisfactory Essays
  • Powerful Essays

    The author presents a conceptual model of brand equity from the perspective of the individual consumer.…

    • 17959 Words
    • 72 Pages
    Powerful Essays
  • Good Essays

    Gyhjghj

    • 776 Words
    • 4 Pages

    The concept of brand equity is very important in today’s market place. Every firm is striving to build, maintain and also using it to obtain a strategic advantage. The basic idea behind that effort is to add value to the product by the help of brand. This concept brand equity engaged us to think about the future of brand equity in a broader perspective regarding internet and store branding. Different researchers portrayed brand equity in their own way but the extracted concept of these researches is that the value of brand is created due to the effect of brand on consumer.…

    • 776 Words
    • 4 Pages
    Good Essays