Global Brand Power · Leveraging Branding for Long-Term Growth (Wharton Executive Essentials) by Kahn, Barbara E. -- Read -- Imperial Library of Trantor

Index

Global Brand Power

Contents Introduction

Moving from Product-Focused to Customer-Focused Brands Customers Own the Brand Understanding Brand Equity

Chapter 1. A Brand’s Role in the Four Stages of the Purchase Process

Living Stage: Awareness of a Need

Brands themselves can trigger a need Strong global brands have high awareness Brands must grab customers’ attention

Planning Stage: Creation of Interest About Considered Brands

Customers’ memory for brands is shaped by expectations Brand schemas are sets of brand associations in memory Strong brands have clear images

Shopping Stage: Desire for the Right Branded Product

Emotional reactions to brands The critical role of trust

Experiencing Stage: Purchase and Repurchase

Customers’ relationships with brands Credit or blame after the purchase

Stirring the Soup at Campbell

Chapter 2. Experiential Positioning of a Brand

Strong Global Brands Are Uniquely Positioned

Identifying the appropriate competitive set Offering a sustainable competitive differential advantage Targeting the appropriate strategic segment

Positioning Requires Making Choices Positioning Requires Choosing a Relevant and Desirable Advantage 21st-Century Global Brand Positioning Is Experiential

Brand personalities Multisensory, emotional, and social positioning

Going Deep with Origins

Chapter 3. Qualitative Measurement of Brand Value

Zaltman Metaphor Elicitation Technique

Universal deep metaphors ZMET interview

Laddering Implicit Association Test Ethnography

Features of ethnographic research

Messy Data, Valuable Insights

Chapter 4. Quantitative Methods for Assessing Brand Value

Customer-Based Evaluations of Brand Effectiveness

Brand awareness Brand attitudes Brand loyalty Brand ambassadors—brand referral Using these measures to diagnose the problem

Brand Valuation Measurement

Cost approaches Income approach

Market Value/Shareholder Value

Interbrand model BrandAsset Valuator (BAV) model

Using Quantitative Measurement to Guide Action

Chapter 5. Management of Brands

Brand Extensions

Advantages and disadvantages of brand extension The issue of fit

Benefits of Licensing

Advantages for the licensee Concerns over too much licensing

Brand Architecture: Strategic Systems of Brands

House of brands versus branded house Mergers and acquisitions

Protecting Value

Chapter 6. Effective Brand Communications and Repositioning Strategies

Brand Names

Criteria to consider Other brand elements Color

Use of Celebrities with Brands Cause Marketing Repositioning a Brand

Using brand elements to communicate strategy

Conclusion Resources

Books Articles

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