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Strategic brand management

Introduction: You can't build the brand without building the business         Part One: Why is branding so strategic?         1.	Brand equity in question						     	What is a brand? 							     	Differentiating between brand assets, strength and value			     	Tracking brand equity 							     	Goodwill: the convergence of finance and marketing			     	How brands create value for the customer				     	How brands create value for the company				     	Corporate reputation and the corporate brand				         2.	Strategic implications of branding 					     	What does branding really mean?					     	Permanently nurturing the difference					     	What you do first is most important					     	The brand is really a contract						     	The product and the brand						     	Each brand needs a flagship product					     	Advertising products through the brand prism				     	Brands and other signs of quality					     	Obstacles to the implications of branding				     	Service brands								         3.	Brand and business building						     	Are brands for all companies?						     	Building a market leader without advertising				     	Brand building: from product to values, and vice versa 			     	Are leading brands the best products?					     	Understanding the value curve of the target				     	Breaking the rule and acting fast 					     	Comparing brand and business models: cola drinks			     	Two different approaches to luxury brand building			         Part Two: The challenges of modern markets          4.	The new rules of brand management					     	The new challenges of modern markets 					     	Key principles of competitive branding 					     	The enlarged scope of brand management				     	Licensing: a strategic lever						     	The logic of co-branding						         5.	Brand identity and positioning 					     	Brand identity: a necessary concept 					     	Identity and positioning							     	Why brands need identity and positioning				     	The six facets of brand identity 						     	Sources of identity							     	Brand essence								         6.	The logic of retail brands 						     	The changing nature of retail brands					     	Why have a retail brand?						     	The business logic of retail brands 					     	How retail brands grow							     	Success factors of retail brands 						     	Optimising the retail brand marketing mix 				     	Changing the brand and business model: Decathlon			     	How manufacturers compete against retail brands			     	Defending against imitation by retail brands 				     	Facing the low cost revolution 						         Part Three: Creating and sustaining brand equity          7.	Launching the brand 							     	Launching a brand and launching a product are not the same		     	Defining the brand's platform						     	The process of brand positioning					     	Determining the flagship product					     	Brand campaign or product campaign?					     	Brand language and territory of communication 				     	Choosing a name for a strong brand					     	Overcoming thresholds in brand awareness				     	Making creative advertising work for the brand				     	Building brand foundations through opinion leaders			     	Taking distributors into account 	         8.	The challenge of growth in mature markets				     	Growth through existing customers					     	Line extensions: necessity and limits					     	Growth through innovation						     	Disrupting markets through value innovation				     	Managing fragmented markets						     	Growth through cross-selling between brands				     	Growth through internationalisation					         9. 	Sustaining a brand long term						     	Is there a brand life cycle?						     	The fragile equilibrium of added value					     	Recreating a perceived difference					     	Investing in communication						     	No one is free from price comparisons					     	Image is an art at retail							     	Creating entry barriers							     	Defending against brand counterfeiting					     	From brand equity to customer equity					     	Sustaining proximity with influencers					     	The necessity of dual management					         10.	Adapting to the market: identity and change				     	The necessity of change							     	Brand identity versus brand diversity					     	Consistency is not mere repetition					     	The three layers of a brand: kernel, codes and promises			     	Respecting the brand contract						     	Managing two levels of branding					     	Checking the value of one's identity					     	Reinventing the brand: Salomon						         11.	Growth through brand extensions					     	What is new about brand extensions?					     	Brand or line extensions?						     	The limits of the classical conception of a brand				     	Why are brand extensions necessary?					     	Building the brand through systematic extensions			     	Extending the brand to internationalise it					     	Identifying potential extensions						     	The economics of brand extension					     	What research tells us about brand extensions				     	How extensions impact the brand: a typology				     	Avoiding the risk of dilution						     	What does brand coherence really mean?				     	Balancing identity and change						     	Assessing what should not change: the brand kernel			     	Preparing the brand for remote extensions				     	Keys to successful brand extensions					     	Is the market is really attractive?						     	A few classic implementation errors					     	An extension-based business model: Virgin				         12.	Brand architecture: managing brand and product relationships 	     	Branding strategies							     	Choosing the appropriate branding strategy				     	Retailers' branding strategies						     	New trends in branding strategies					     	Internationalising the architecture of the brand				     	Group and corporate brands						     	Corporate brands and product brands					         13.	Multi-brand portfolios							     	Inherited complex portfolios						     	From single to multiple brands: Michelin				     	The benefits of multiple entries						     	Linking the portfolio to segmentation					     	Global portfolio strategy						     	The case of industrial brand portfolios					     	Linking the brand portfolio to the corporate strategy			     	Key rules to manage a multi-brand portfolio				     	Design and portfolio management					     	Does the brand portfolio match the organisation?				     	Auditing the portfolio strategically					     	A local and global portfolio - Nestle					         14.	Handling name changes and brand transfers				     	Brand transfers are more than a name change				     	Reasons for brand transfers						     	The challenge of brand transfers						     	When one should not switch						     	When brand transfer fails						     	Analysing best practices							     	Transferring a service brand						     	Which brand to retain after a merger					     	Managing resistance to change						     	Factors of successful brand transfers					     	Changing the corporate brand						         15	Ageing, decline and revitalisation					     	The decay of brand equity						     	The factors of decline							     	When the brand becomes generic 					     	The ageing of brands							     	Rejuvenating a brand							     	Growing older but not ageing						         16. 	Managing global brands 						     	The latest on globalisation						     	A classification of global brands 					     	Patterns of brand globalisation						     	Why globalise?								     	The benefits of a global image						     	Conditions favouring global brands					     	The excess of globalisation						     	Barriers to globalisation 						     	Coping with local diversity						     	Building the brand in emerging countries				     	Naming problems							     	Achieving the delicate local-global balance				     	Being perceived as local: the new ideal of global brands?			     	Local brands make a comeback? 					     	The process of brand globalization					     	Globalising communications: processes and problems			     	Making local brands converge 						         Part Four: Brand valuation          17.	Financial brand valuation 						     	Accounting for brands: the debate					     	What is financial brand equity?						     	Evaluating brand valuation methods					     	The nine steps to brand valuation					     	The evaluation of complex cases					     	What about the brand values published annually in the press?

Revised edition of: Strategic brand management. 1994?

This in-depth account of every aspect of brand management is destined to become the definitive book on the topic for many years to come. Packed with examples and case studies, it pays particular attention to the development of global brands

The new strategic brand management : creating and sustaining brand equity long term