Back-to-basics strategy, 463, 465, 470
Balachander, Subramaniam, 342
Barich, Howard, 340
Barone, Michael J., 440
Barwise, Patrick, 342, 504–505
Baskin, Jonathan, 44
Bedbury, Scott, 66, 283
Behavior. See Consumer behavior
Behavioral loyalty, 92, 318
Behavioral segmentation, 51–52
Beliefs, 314–315
Ben & Jerry’s, 387
Benetton, 134
Betty Crocker, 131
Beverage category hierarchy, 82
Bhat, Subodh, 429
Bic, 427
Bickart, B. A., 440
Billabong, 412
Billboards and posters, 201–202
Blattberg, Robert C., 107
Blind testing research studies, 336
Blogs, 24, 533–534
Blue Moon, 237
Blurring, 144
BMW, 63, 93, 370, 462
Body Shop, 49
Boeing, 10
Boloco, 390–391
Bonfire of the Brands (Boorman), 44
Bonnaroo Music and Arts Festival, –
Boorman, Neil, 44
Boush, D. M., 433, 437
Brand activity, 102
Brand actualization, 362
Brand alliances, 245
Brand America, 239
Brand architecture, 358–365
brand extensions, 536
brand positioning, 364
brand-product matrix, 359
defining, 358
evaluating strategy, 393
future priorities, 535–536
implementing of, 393–394
sub-branding, 364–365
Brand associations. See also Secondary brand associations
brand extensions and, 430
brand image, 48–51, 315
brand name and, 122–124
core brand associations, 268
creation of new brand associations, 233
customer mind-set and, 101–102
favorability of, 50, 521
imagery, 86–87
non-product-related imagery, 458–462
product-related performance, 457–458
purchase/usage imagery, 86–87
strength of, 50, 521
uniqueness of, 50–51, 521
Brand attachment, 102
Brand attributes, 49
Brand awareness, 44,
45–48
advantages of, 46
brand names and, 120–122
breadth and depth of, 80, 520
choice advantages, 46
consideration advantages, 46
corporate societal marketing, 395–396
customer mind-set and, 101–102
defining, 358, 520
desired awareness and image, 376–377
establishing of, 47
expanding of, 467–469
learning advantages, 46
purchase ability, 46
purchase motivation, 46
quantitative research techniques, 311
recall, 45
recognition, 45
tracking survey, 273
Brand balance, 539
Brand benefits, 49
Brand boundaries, 360–361
Brand building
brand salience, 79–80
building blocks of, 79
customers’ ownership, 96–97
duality of strong brand, 97
four steps in, 79
implications of, 94–100
luxury brands, 86
measures of, 95–96
resonance and focus, 99–100
richness of brand, 99
sponsorships, 214
values, 87
Brand charter, 279
Brand communities, 94, 396
Brand concept, 432
Brand concept maps (BCM), 269
Brand considerations, 90
Brand consistency, 432, 452–453
Brand contribution, 103
Brand credibility, 89, 95–96, 385–386, 396
Brand design. See also Packaging
Brand dynamics, 323–324
Brand Dynamics model, 323–324
Brand elements
adaptability, 116
brand audit, 288
brand extension, 429–430
brand names, 119–126
changing of, 471
characters, 128–130
choice of, 31
combining of, 377–379
criteria for choosing of, 114–119
defining, –, 114
future priorities, 536
global brand equity, 507
jingles, 136
legal considerations, 143–145
likeability, 115
linking to multiple products, 379–380
logos and symbols, 127–128
meaningfulness, 115
memorability, 115
options and tactics for, 119
packaging, 136–139
protectability, 119
slogans, 130–136
transferability, 116
URLs, 127
Brand endorsement strategy, 379
Brand engagement, 320, 321, 396
Brand engagement scale, 318, 319
Brand equity. See also Marketing
in African Americans, 485
benefits of, 335
brand awareness and, 45–48
brand extensions and, 420–422
brand image and, 48–51
brand vision, 360
as bridge, 42–43
building of, 522
concept of, 29–30
coordinating media for, 223
corporate brand equity, 380
customer diversity, 530–531
customer empowerment, 532
customer equity vs., 107–109
customer-based, 40–43, 98
defining the strategy, 32
as direction for future, 43
finance and, 352–354
geographic boundaries, cultures, and market segments, 32
growing and sustaining, 32
leveraging secondary brand knowledge, 31–32, 232
making a brand strong, 43–45
managing over time, 32, 524
measurement of, 264, 523–524
organizational responsibilities, 281–286
outcomes of, 336–337, 522
overseeing of, 283
price strategy and, 165–171
protecting, 537
protecting sources of, 454–455
as reflection of past, 42–43
sources of, 45–51, 521
Brand equity management system
brand charter, 279
brand equity report, 280–281
brand equity responsibilities, 281–286
defining, 32
establishing of, 277–286
managing marketing partners, 285–286
organizational design and structures, 283–285
Brand equity measurement system, 32
accountability and, 264–265
implementing of, 523–524
tracking studies, 272–277
Brand equity report, 280
Brand exploration, 291
Brand exploratory, 267–270
preliminary activities, 267
qualitative research, 268
quantitative research, 270
Brand Extendability Scorecard, 442–443
Brand extensions
academic research on, 431–441
advantages of, 407–412
brand equity, 420–422
brand image and, 408
cannibalizing parent brand, 416
category extension, 399
checklist for, 431
to clarify brand meaning, 410–411
as confusing/frustrating, 413
consumer evaluation of, 420–424
consumer variety-seeking, 409
creating extension equity, 421–422
defining, 405
dilution effects, 441
dilution of brand meaning, 418
diminish category identification, 416
disadvantages of, 413–419
efficiencies of, 409
examples of, 420
failure of, 415
feedback benefits of, 410–412
future priorities, 536
gaining distribution and trial, 408
image of parent brand, 418
for increased competition, 28
increased market coverage, 411
line extension, 399
managerial assumptions, 420–422
marketing programs and, 408
new brands and, 418–419
new customers to franchise, 411
new product acceptance, 408–409
new products and, 404–407
parent brand equity, 422
parent brand image, 411
perceived risk, 408
promotional expenditures, 409
retailer resistance to, 414
revitalizing the brand, 412
scoring, 442–443
subsequent extensions, 412
vertical brand extensions, 423–424
Brand extensions, evaluation of, 424–430
brand elements, 429–430
consumer factors, 427
corporate/competitive factors, 428
define actual/desired consumer knowledge, 424–426
evaluate potential of candidate, 426–429
identify extension candidates, 426
leveraging secondary brand associa tions, 430
marketing programs for launch, 429–430
parent brand equity, 430
Brand feelings, 90–91
brand tracking survey, 274
corporate societal marketing, 396
excitement, 92
fun, 91
security, 92
self-respect, 92
social approval, 92
summary, 92
warmth, 91
Brand functions, 67
Brand growth, 363
Brand hierarchy, 32,
370–380,
525
corporate/company brand level, 370–371
decisions of, 374
design of, 372–380
desired awareness and image, 376–377
family brand level, 371–372
individual brand level, 372
modifier level, 372
number of levels of, 374–376
product descriptor, 372
Brand history, 88
Brand identity, 79, 140. See also Brand elements
Brand image, 44,
48–51,
358,
521
brand extensions and, 408, 411
brand tracking survey, 274
consistency in, 487
corporate societal marketing, 396
favorability of, 50
global brand, 492
improving of, 469–471
strength of, 48–51
uniqueness of, 50–51
Brand imagery, 85–87
Brand investments, 538
Brand journalism, 531
Brand judgments, 89–90,
273
brand considerations, 90
brand credibility, 89
brand quality, 89
brand superiority, 90
Brand knowledge structure (BKS), 347
Brand leadership, 23–24
Brand licensing, 343
Brand line, 359
Brand line campaigns, 388
Brand loyalty, , 52, 94, 96
Brand management. See also Strategic brand management
brand priorities, 528–539
changing brand elements, 469–471
consistency and change, 453
customer-centered, 108
establishment of standards, 35
expanding brand awareness, 467–469
fortifying vs. leveraging, 456
improving brand image, 469–471
maintaining consistency, 452–453
managerial assumptions, 420–422
market leaders and failures, 452–453
marketing programs and, 456–462
new/additional usage opportunities, 467–469
product-related performance asso ciations, 457–458
protecting brand equity, 454–455
reinforcing brands, 451–462
repositioning, 470–471
revitalizing brands, 462–471
Rolex example, 287–293
seven deadly sins of, 526–528
Brand mantras
communicate, simplify, inspire, 68
core brand associations, 268
defining and establishing, 65–68
designing of, 66–68
implementing of, 68
Brand marketers, 539
Brand marketing programs
brand elements, 31
integrating/supporting the brand, 31
leveraging secondary associations, 31–32
planning and implementing, 30–31
positioning and, 270–271
standardization vs. customization, 493–499
Brand meaning, 79, 85–87, 410–411, 418
Brand mix, 359
Brand name, –,
119–126
brand associations and, 122–124
brand awareness and, 120–122
differentiated, distinctive, and unique, 121–122
familiarity and meaningfulness, 121
linguistic characteristics, 123–124
naming guidelines, 120–124
naming mistakes, 124–125
naming procedures, 124–126
pronunciation and spelling of, 120–121
trademark issues of, 144–145
Brand partnerships, 504–505
Brand performance, 32, 83–85, 88–89, 273–274, 457–458
Brand persistence, 363
Brand personality, 87, 305–306, 381
Brand personas, 271
Brand portfolio decisions, 343
Brand portfolios, 32,
359
acquiring new customers, 471–472
adjustments to, 471–474
cash cows, 367
defining, 365
flankers, 366–367
high-end prestige brand, 367–370
low-end entry-level brand, 367
Marriott example, 368–369
migration strategies, 471
obsolescing existing products, 473–474
retiring brands, 472–473
role of brands in, 366
Brand positioning, 364.
See also Posi tioning guidelines
basic concepts, 51
conflicts in, 283
defined, 51
global brand positioning, 492–493
identifying and establishing, 30, 51–57
marketing program and, 270–271
model, 30, 40, 538
nature of competition, 53–54
points-of-parity/-difference, 54–57
target market, 51–53
Brand potential, 358–364, 535–536
Brand priorities, 528–539
brand balance, 539
brand positioning model, 538
brand resonance model, 538
brand value chain model, 538
cause marketing, 537
customer diversity, 530–531
customer empowerment, 532
customer focus, 528–532
deeper understanding of, 538
marketing program, 533–534
product performance, 532–533
protecting brand equity, 537
Brand proliferation, 26–27, 414
Brand prominence, 319
Brand quality, 89
Brand recognition, 45, 311–312
Brand relationship quality (BRQ), 320–323
Brand relationships, 79,
318–323
attitudinal attachment, 319
behavioral loyalty, 318
consumer-brand relationship, 321
Fournier’s research, 320–323
Brand Report Card, 527
Brand resonance, 92–94,
274
attitudinal attachment, 92–93
behavioral loyalty, 92, 94
focus and, 99–100
global brand, 492
model, 30, 40, 79, 538
sense of community, 93
Brand responses, 79, 89, 316–317, 492
Brand salience, 79–83,
492
breadth and depth of awareness, 80
product category structure, 81–82
strategic implications, 82–83
summary of, 83
Brand scents, 155
Brand signature, 223
Brand strength, 25, 103, 349
Brand superiority, 90
Brand tracking studies, 32
corporate (family) brand tracking, 272–274
global tracking, 274–275
how to conduct, 275–276
interpretation of, 277
product-brand tracking, 272
sample survey, 273–274
what to track, 272–275
when/where to track, 275–276
whom to track, 275
Brand value, . See also Valuation approaches
Brand value chain, 100–104
customer mind-set, 101–102
implications of, 103–104
investor sentiment multiplier, 103
market performance, 102–103
marketing program investment, 101
marketplace conditions multiplier, 102
program quality multiplier, 101
shareholder value, 103
value strategies, 101–103
Brand value chain model, 30, 40, 79, 538
Brand-aschematic consumers, 440
BrandAsset Valuator (BAV). See Young & Rubicam’s BrandAsset Valuator (BAV)
Brand-based comparative approaches, 336–337
Brand-development review, 283
Brand-driven organization, 282
Branded house, 364
Branded variants, 176
Branding effects, 440
Branding Only Works on Cattle (Baskin), 44
Branding philosophy, 531
Branding strategies. See also Global brand strategy
accountability, 28–29
brand architecture, 358–365
brand hierarchy, 370–380
brand line campaigns, 388
brand proliferation, 26–27
business-to-business products, –13
cause marketing, 395–398
challenges and opportunities of, 24–29
co-branding, 241–247
combining brand elements, 377–379
competition, 28
corporate image campaigns, 387–389
costs, 28
customers and, 24–25
defining, 32
design of, 372–380
desired awareness and image, 376–377
economic downturn, 26, 27
emotional branding, 90–92
finance and, 352–354
geographic locations, 20
green marketing, 397–398
high-tech products, 11–13
historical origins, 33–36
ideas and causes, 20
internal branding, 69
legal branding considerations, 143–145
linking brand elements to multiple products, 379–380
media fragmentation, 27–28
online products and services, 15–16
people and organizations, 17–18
person branding, 255
physical goods, –13
private label strategy, 182–184
retailers and distributors, 15
services, 14–16
social media, 27–28
sports, arts, and entertainment, 18–19
Brand/price tradeoff, 339–340
Brand-product matrix, 359
Brand(s)
actual/desired consumer knowledge of, 424–426
application of, –20
competitive advantage of, –
consumers and, –
defined, –
duality of, 97
earnings of, –
firms and, –
future brand priorities, 528–539
imitator brands, 144
importance of, –
option value of, 109
orphan brand, 472–473
as perceptual entity,
power of, 94
product decisions and,
products vs., –
reinforcement strategies, 475
retiring of, 472–473
revitalizing of, 412, 462–471, 475
richness of, 99
strong brands, 20–24, 42, 43–45, 526–528
value of, –, 349
Brand-schematic consumers, 440
Brand-self connection, 319
Brand-specific associations, 433
Brandt, Louis, 292
Branson, Richard, 416–418
Breadth of awareness, 80
Bridges, Sheri, 433, 436, 438, 439
Bristol-Myers Squibb, 58
British Airways, 385
Broad information provision strategy, 222
Broniarczyk, Susan M., 433
Bubble exercises, 300
Buchanan, L., 440
Burberry, 464
Burke, Raymond R., 340
Burrell, Thomas, 485
Burton Snowboards, 310
Business-to-business branding, –13
Business-to-business products, 507
Business-to-business segmentation bases, 51–52
Buzz marketing, 219