Prologue: Branding Is Not Rocket Science xix
Preface xxi
Acknowledgments xxvii
About the Author xxviii
Part I Opening Perspectives 1
Chapter 1 Brands and Brand Management 1
Preview 2
What Is a Brand? 2
Brand Elements 2
Brands versus Products 3
Branding Brief 1-1: Coca-Cola’s Branding Lesson 4
Why Do Brands Matter? 6
Consumers 6
Firms 7
Can Anything Be Branded? 8
Physical Goods 9
Branding Brief 1-2: Branding Commodities 10
The Science of Branding 1-1: Understanding Business-to-Business Branding 12
The Science of Branding 1-2: Understanding High-Tech Branding 13
Services 14
Retailers and Distributors 15
Online Products and Services 15
People and Organizations 17
Sports, Arts, and Entertainment 18
Branding Brief 1-3: Place Branding 20
Geographic Locations 20
Ideas and Causes 20
What Are the Strongest Brands? 20
The Science of Branding 1-3: Understanding Market Leadership 22
Branding Challenges and Opportunities 24
Savvy Customers 24
Economic Downturns 26
Brand Proliferation 26
The Science of Branding 1-4: Marketing Brands in a Recession 27
Media Transformation 27
Increased Competition 28
Increased Costs 28
Greater Accountability 28
The Brand Equity Concept 29
Strategic Brand Management Process 30
Identifying and Developing Brand Plans 30
Designing and Implementing Brand Marketing Programs 30
Measuring and Interpreting Brand Performance 32
Growing and Sustaining Brand Equity 32
Review 33
Discussion Questions 33
Brand Focus 1.0: History of Branding 33
Notes 36
Part II Developing a Brand Strategy 39
Chapter 2 Customer-Based Brand Equity and Brand Positioning 39
Preview 40
Customer-Based Brand Equity 40
Defining Customer-Based Brand Equity 40
Brand Equity as a Bridge 42
Making a Brand Strong: Brand Knowledge 43
The Science of Branding 2-1: Brand Critics 44
Sources of Brand Equity 45
Brand Awareness 45
Brand Image 48
Identifying and Establishing Brand Positioning 51
Basic Concepts 51
Target Market 51
Nature of Competition 53
Points-of-Parity and Points-of-Difference 54
Positioning Guidelines 57
Defining and Communicating the Competitive Frame of Reference 57
Choosing Points-of-Difference 59
Establishing Points-of-Parity and Points-of-Difference 60
Branding Brief 2-1: Positioning Politicians 61
Straddle Positions 62
Updating Positioning over Time 63
Developing a Good Positioning 65
Defining a Brand Mantra 65
Brand Mantras 65
Branding Brief 2-2: Nike Brand Mantra 66
Branding Brief 2-3: Disney Brand Mantra 67
The Science of Branding 2-2: Branding Inside the Organization 69
Review 69
Discussion Questions 70
Brand Focus 2.0: The Marketing Advantages of Strong Brands 70
Notes 72
Chapter 3 Brand Resonance and the Brand Value Chain 78
Preview 79
Building a Strong Brand: The Four Steps of Brand Building 79
Brand Salience 79
Brand Performance 83
Brand Imagery 85
The Science of Branding 3-1: Luxury Branding 86
Brand Judgments 89
Brand Feelings 90
Brand Resonance 92
Branding Brief 3-1: Building Brand Communities 94
Brand-Building Implications 94
The Science of Branding 3-2: Putting Customers First 98
The Brand Value Chain 100
Value Stages 101
Implications 103
Review 104
Discussion Questions 106
Brand Focus 3.0: Creating Customer Value 106
Customer Equity 106
Notes 110
Part III Designing and Implementing Brand Marketing Programs 113
Chapter 4 Choosing Brand Elements to Build Brand Equity 113
Preview 114
Criteria for Choosing Brand Elements 114
Memorability 115
Meaningfulness 115
Likability 115
Transferability 116
Adaptability 116
The Science of Branding 4-1: Counterfeit Business Is Booming 118
Protectability 119
Options and Tactics for Brand Elements 119
Brand Names 119
URLs 127
Logos and Symbols 127
Characters 128
Slogans 130
Branding Brief 4-1: Updating Betty Crocker 131
The Science of Branding 4-2: Balance Creative and Strategic Thinking to Create Great Characters 132
Branding Brief 4-2: Benetton’s Brand Equity Management 134
Jingles 136
Packaging 136
Putting It All Together 139
Branding Brief 4-3: Do-Overs with Brand Makeovers 140
The Science of Branding 4-3: The Psychology of Packaging 141
Review 142
Discussion Questions 143
Brand Focus 4.0: Legal Branding Considerations 143
Notes 145
Chapter 5 Designing Marketing Programs to Build Brand Equity 149
Preview 150
New Perspectives on Marketing 150
Integrating Marketing 151
Personalizing Marketing 153
The Science of Branding 5-1: Making Sense Out of Brand Scents 155
Reconciling the Different Marketing Approaches 158
Product Strategy 159
Perceived Quality 159
Aftermarketing 159
Summary 162
Pricing Strategy 163
Consumer Price Perceptions 163
The Science of Branding 5-2: Understanding Consumer Price Perceptions 164
Setting Prices to Build Brand Equity 165
Branding Brief 5-1: Marlboro’s Price Drop 165
Summary 171
Channel Strategy 171
Channel Design 171
Indirect Channels 173
Direct Channels 177
Branding Brief 5-2: Goodyear’s Partnering Lessons 178
Online Strategies 180
Summary 180
Review 181
Discussion Questions 181
Brand Focus 5.0: Private-Label Strategies and Responses 182
Notes 184
Chapter 6 Integrating Marketing Communications to Build Brand Equity 189
Preview 190
The New Media Environment 191
Challenges in Designing Brand-Building Communications 191
Role of Multiple Communications 193
Four Major Marketing Communication Options 193
Advertising 193
The Science of Branding 6-1: The Importance of Database Marketing 201
Promotion 204
Online Marketing Communications 208
Events and Experiences 211
Branding Brief 6-1: Brand Building via the X Games 214
Mobile Marketing 216
Brand Amplifiers 218
Public Relations and Publicity 218
Word-of-Mouth 218
Developing Integrated Marketing Communication Programs 219
Criteria for IMC Programs 220
Using IMC Choice Criteria 222
The Science of Branding 6-2: Coordinating Media to Build Brand Equity 223
Review 224
Discussion Questions 225
Brand Focus 6.0: Empirical Generalizations in Advertising 226
Notes 227
Chapter 7 Leveraging Secondary Brand Associations to Build Brand Equity 231
Preview 232
Conceptualizing the Leveraging Process 233
Creation of New Brand Associations 233
Effects on Existing Brand Knowledge 233
Guidelines 234
Company 235
Branding Brief 7-1: IBM Promotes a Smarter Planet 236
Country of Origin and Other Geographic Areas 238
Branding Brief 7-2: Selling Brands the New Zealand Way 240
Channels of Distribution 241
Co-Branding 241
The Science of Branding 7-1: Understanding Retailers’ Brand Images 242
Guidelines 243
Ingredient Branding 244
The Science of Branding 7-2: Understanding Brand Alliances 245
Licensing 247
Branding Brief 7-3: Ingredient Branding the DuPont Way 248
Guidelines 250
Celebrity Endorsement 250
Potential Problems 251
Guidelines 253
Sporting, Cultural, or Other Events 254
Branding Brief 7-4: Managing a Person Brand 255
Third-Party Sources 256
Review 257
Discussion Questions 258
Brand Focus 7.0: Going for Corporate Gold at the Olympics 258
Notes 260
Part IV Measuring and Interpreting Brand Performance 263
Chapter 8 Developing a Brand Equity Measurement and Management System 263
Preview 264
The New Accountability 264
Conducting Brand Audits 265
Brand Inventory 266
Brand Exploratory 267
Brand Positioning and the Supporting Marketing Program 270
The Science of Branding 8-1: The Role of Brand Personas 271
Designing Brand Tracking Studies 272
What to Track 272
Branding Brief 8-1: Sample Brand Tracking Survey 273
How to Conduct Tracking Studies 275
How to Interpret Tracking Studies 277
Establishing a Brand Equity Management System 277
Branding Brief 8-2: Understanding and Managing the Mayo Clinic Brand 278
Brand Charter 279
Brand Equity Report 280
Brand Equity Responsibilities 281
The Science of Branding 8-2: Maximizing Internal Branding 282
Branding Brief 8-3: How Good Is Your Marketing? Rating a Firm’s Marketing Assessment System 284
Review 286
Discussion Questions 287
Brand Focus 8.0: Rolex Brand Audit 287
Notes 294
Chapter 9 Measuring Sources of Brand Equity: Capturing Customer Mind-Set 296
Preview 297
Qualitative Research Techniques 297
Branding Brief 9-1: Digging Beneath the Surface to Understand Consumer Behavior 298
Free Association 298
Projective Techniques 300
Branding Brief 9-2: Once Upon a Time . . . You Were What You Cooked 301
Zaltman Metaphor Elicitation Technique 302
Branding Brief 9-3: Brand Imagery at Joie de Vivre 303
Neural Research Methods 304
Brand Personality and Values 305
Ethnographic and Experiential Methods 306
Branding Brief 9-4: Making the Most of Consumer Insights 307
Summary 310
Quantitative Research Techniques 310
Brand Awareness 311
Brand Image 314
The Science of Branding 9-1: Understanding Categorical Brand Recall 315
Brand Responses 316
Brand Relationships 318
The Science of Branding 9-2: Understanding Brand Engagement 321
Comprehensive Models of Consumer-Based Brand Equity 323
BrandDynamics 323
Relationship to the CBBE Model 324
Review 324
Discussion Questions 325
Brand Focus 9.0: Young & Rubicam’s BrandAsset Valuator 325
Notes 331
Chapter 10 Measuring Outcomes of Brand Equity: Capturing Market Performance 334
Preview 335
Comparative Methods 336
Brand-Based Comparative Approaches 336
Marketing-Based Comparative Approaches 337
Conjoint Analysis 339
Holistic Methods 340
Residual Approaches 341
Valuation Approaches 343
The Science of Branding 10-1: The Prophet Brand Valuation Methodology 347
Branding Brief 10-1: Beauty Is in the Eye of the Beholder 350
Review 351
Discussion Questions 352
Brand Focus 10.0: Branding and Finance 352
Notes 354
Part V Growing and Sustaining Brand Equity 357
Chapter 11 Designing and Implementing Brand Architecture Strategies 357
Preview 358
Developing a Brand Architecture Strategy 358
Step 1: Defining Brand Potential 358
The Science of Branding 11-1: The Brand–Product Matrix 359
The Science of Branding 11-2: Capitalizing on Brand Potential 362
Step 2: Identifying Brand Extension Opportunities 364
Step 3: Branding New Products and Services 364
Summary 365
Brand Portfolios 365
Branding Brief 11-1: Expanding the Marriott Brand 368
Brand Hierarchies 370
Levels of a Brand Hierarchy 370
Designing a Brand Hierarchy 372
Branding Brief 11-2: Netflix Branding Stumbles 373
Corporate Branding 380
The Science of Branding 11-3: Corporate Brand Personality 381
Corporate Image Dimensions 381
Branding Brief 11-3: Corporate Reputations: The Most Admired U.S. Companies 382
Branding Brief 11-4: Corporate Innovation at 3M 384
Managing the Corporate Brand 386
Brand Architecture Guidelines 393
Review 394
Discussion Questions 395
Brand Focus 11.0: Cause Marketing 395
Notes 398
Chapter 12 Introducing and Naming New Products and Brand Extensions 403
Preview 404
New Products and Brand Extensions 404
Branding Brief 12-1: Growing the McDonald’s Brand 406
Advantages of Extensions 407
Facilitate New-Product Acceptance 408
Provide Feedback Benefits to the Parent Brand 410
Disadvantages of Brand Extensions 413
Can Confuse or Frustrate Consumers 413
Can Encounter Retailer Resistance 414
Can Fail and Hurt Parent Brand Image 414
The Science of Branding 12-1: When Is Variety a Bad Thing? 415
Can Succeed but Cannibalize Sales of Parent Brand 416
Can Succeed but Diminish Identification with Any One Category 416
Branding Brief 12-2: Are There Any Boundaries to the Virgin Brand Name? 417
Can Succeed but Hurt the Image of the Parent Brand 418
Can Dilute Brand Meaning 418
Can Cause the Company to Forgo the Chance to Develop a New Brand 418
Understanding How Consumers Evaluate Brand Extensions 419
Managerial Assumptions 420
Brand Extensions and Brand Equity 420
Vertical Brand Extensions 423
Evaluating Brand Extension Opportunities 424
Define Actual and Desired Consumer Knowledge about the Brand 424
Branding Brief 12-3: Levi Extends Its Brand 425
Identify Possible Extension Candidates 426
Evaluate the Potential of the Extension Candidate 426
Design Marketing Programs to Launch Extension 429
Evaluate Extension Success and Effects on Parent Brand Equity 430
Extension Guidelines Based on Academic Research 431
Review 441
Discussion Questions 441
Brand Focus 12.0: Scoring Brand Extensions 442
Notes 443
Chapter 13 Managing Brands Over Time 449
Preview 450
Reinforcing Brands 451
Maintaining Brand Consistency 452
The Science of Branding 13-1: Brand Flashbacks 454
Protecting Sources of Brand Equity 454
Fortifying versus Leveraging 456
Fine-Tuning the Supporting Marketing Program 456
Branding Brief 13-1: Razor-Sharp Branding at Gillette 459
Revitalizing Brands 462
Branding Brief 13-2: Remaking Burberry’s Image 464
Branding Brief 13-3: Harley-Davidson Motor Company 465
Branding Brief 13-4: A New Morning for Mountain Dew 466
Expanding Brand Awareness 467
Improving Brand Image 469
Adjustments to the Brand Portfolio 471
Migration Strategies 471
Acquiring New Customers 471
Retiring Brands 472
Review 474
Discussion Questions 476
Brand Focus 13.0: Responding to a Brand Crisis 476
Notes 479
Chapter 14 Managing Brands Over Geographic Boundaries and Market Segments 481
Preview 482
Regional Market Segments 482
Other Demographic and Cultural Segments 483
Rationale for Going International 484
Branding Brief 14-1: Marketing to African Americans 485
Advantages of Global Marketing Programs 486
Economies of Scale in Production and Distribution 486
Lower Marketing Costs 487
Power and Scope 487
Consistency in Brand Image 487
Ability to Leverage Good Ideas Quickly and Efficiently 487
Uniformity of Marketing Practices 487
Disadvantages of Global Marketing Programs 488
Differences in Consumer Needs, Wants, and Usage Patterns for Products 488
Differences in Consumer Response to Branding Elements 488
Differences in Consumer Responses to Marketing Mix Elements 489
Differences in Brand and Product Development and the Competitive Environment 490
Differences in the Legal Environment 490
Differences in Marketing Institutions 490
Differences in Administrative Procedures 490
Global Brand Strategy 491
Global Brand Equity 491
Global Brand Positioning 492
Standardization versus Customization 493
Standardization and Customization 493
Branding Brief 14-2: Coca-Cola Becomes the Quintessential Global Brand 494
Branding Brief 14-3: UPS’s European Express 496
Developing versus Developed Markets 500
Building Global Customer-Based Brand Equity 501
1. Understand Similarities and Differences in the Global Branding Landscape 501
2. Don’t Take Shortcuts in Brand Building 502
3. Establish Marketing Infrastructure 503
4. Embrace Integrated Marketing Communications 504
5. Cultivate Brand Partnerships 504
6. Balance Standardization and Customization 505
Branding Brief 14-4: Managing Global Nestlé Brands 506
7. Balance Global and Local Control 507
8. Establish Operable Guidelines 508
9. Implement a Global Brand Equity Measurement System 509
10. Leverage Brand Elements 509
The Science of Branding 14-1: Brand Recall and Language 510
Review 511
Discussion Questions 513
Brand Focus 14.0: China Global Brand Ambitions 513
Notes 515
Part VI Closing Perspectives 519
Chapter 15 Closing Observations 519
Preview 520
Strategic Brand Management Guidelines 520
Summary of Customer-Based Brand Equity Framework 520
Tactical Guidelines 522
What Makes a Strong Brand? 526
Branding Brief 15-1: The Brand Report Card 527
Future Brand Priorities 528
1. Fully and Accurately Factor the Consumer into the Branding Equation 528
Branding Brief 15-2: Reinvigorating Branding at Procter & Gamble 530
2. Go Beyond Product Performance and Rational Benefits 532
3. Make the Whole of the Marketing Program Greater Than the Sum of the Parts 533
4. Understand Where You Can Take a Brand (and How) 535
5. Do the “Right Thing” with Brands 537
6. Take a Big Picture View of Branding Effects. Know What Is Working (and Why) 538
Finding the Branding Sweet Spot 538
Review 539
Discussion Questions 540
Brand Focus 15.0: Special Applications 540
Notes 545
Epilogue 547
Index 549