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
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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