Kellogg on Branding by Tybout, Alice M. -- Read -- Imperial Library of Trantor

Index

OVERVIEW HOW TO USE THIS BOOK BRANDS AND PERCEPTION BRANDING CHALLENGES

Challenge 1: Cash Challenge 2: Consistency Challenge 3: Clutter

SUMMARY POSITIONING FUNDAMENTALS FRAME OF REFERENCE

Frame of Reference Based on Product Features Consumer Goals as the Basis for the Frame of Reference

POINT OF DIFFERENCE

Functional Benefits Emotional Benefits

SUSTAINING A POSITION OVER TIME

Fortifying Strategies Leveraging Strategies

CHANGING A POSITION SUMMARY NOTES BRANDS AS CONCEPTS PERCEPTION CUES AND PERCEPTUAL CATEGORIES DESIGNING A BRAND EVALUATING BRAND DESIGN BRAND SYSTEMS CONCLUSION NOTES ETYMOLOGY, DEFINITION, AND ROOT METAPHOR: A PERSPECTIVE BIOSOCIAL PSYCHOLOGY OF BRANDS BRANDS AS SECULAR RITUAL LIVED EXPERIENCE AS MEANING PLATFORM TRIANGULATING BRAND MEANING CONDUCTING A MEANING MANAGEMENT AUDIT

Archetypal Mythography Cultural Biography Everyday Ethnography Utopian Cartography Brand Iconography Semiotic Choreography Moral Geography

CONCLUSION NOTES PIONEERING ADVANTAGE

Preference Formation Category Association Awareness and Recall Preemptive Positioning Risk Buyer Entry

LATE-ENTRY STRATEGIES

Fast-Following Strategy Differentiation Strategy Innovation Strategy

CONCLUSION NOTES WHY DO COMPANIES EXTEND BRANDS? HOW DO CONSUMERS EVALUATE BRAND EXTENSIONS?

The Role of Brand Positioning in Judgments of Extension Fit An Illustration: Extending the Apple Brand Influencing the Perceived Fit between an Extension and the Parent Brand

WHAT ARE THE RISKS IN EXTENDING A BRAND? CONCLUSION KEY QUESTIONS TO ASK WHEN EXTENDING A BRAND NOTES BRAND PORTFOLIO STRATEGY DEFINITIONS

Primary Brand Sub-Brand Endorser Brand Ingredient or Service Brands

THE CHALLENGE OF BRAND PORTFOLIO STRATEGY THE IMPORTANCE OF PORTFOLIO STRATEGY BRAND PORTFOLIO MODELS

House of Brands Branded House

KEYS TO SUCCESS IN BRAND PORTFOLIO STRATEGY

Key to Success #1: Build and Extend Core Brands Key to Success #2: Add Brands to the Portfolio to Address Major Opportunities Key to Success #3: Proactively Prune Weak and Redundant Brands Key to Success #4: Keep Things Simple Key to Success #5: Involve Senior Management

CONCLUSION NOTES AN INFORMATION-PROCESSING MODEL OF ADVERTISING EXPOSURE THE IMPACT OF MESSAGE CONTENT ON JUDGMENTS

Aspirations Prior Beliefs Consumer Goals

THE IMPACT OF THE DECISION PROCESS ON JUDGMENTS ADVERTISING EXPOSURE AND BRAND CHOICE

Memory-Based Choice Stimulus-Based Choice

DEVELOPING EFFECTIVE MESSAGE CONTENT

Prompting Elaboration Facilitating Effective Elaboration Threats to Brand Linkage

MEDIA STRATEGY: BREAKING THROUGH THE CLUTTER

Media Selection Media Scheduling

MEASURING ADVERTISING EFFECTIVENESS FOR A BRAND

Measures of Learning Measures of Attitudes Indicators of Brand Choice

CONCLUSION NOTES RELATIONSHIP BRANDS CUSTOMER RELATIONSHIP MANAGEMENT THE SUBSEGMENTATION PROCESS

The Case of Tesco

SUBSEGMENTATION AS A PROCESS

Step 1: Develop and Profile Subsegments Step 2: Set Measurable Objectives for Each Subsegment Step 3: Design and Implement Contacts Step 4: Measure Results

STRONG BRANDS MAKE GOOD RELATIONSHIP BRANDS SUMMARY NOTES THE POWER OF BUSINESS BRANDS CREATING BRAND EQUITY

Craft Positioning Leverage Brand Hierarchy

BUSINESS BRANDING OPTIONS

Brand Superiority Brand Differentiation Bundling

THE IMPACT OF BRAND BUILDING EFFORTS

Focal Associations Superordinate Associations Subordinate Associations Impact of Brand Associations

CONCLUSION NOTES BRANDS AS INFORMATION

The Role of Brand Information

KEY DIFFERENCES BETWEEN GOODS AND SERVICES

Intangibility Complexity Heterogeneity Services Are Processes

THE ESSENCE OF BRANDING A SERVICE

The Company as Brand The Frontline Employee Is the Brand Internal Marketing Self-Service Service Networks

WHAT’S A SERVICES BRAND MANAGER TO DO? NOTES DIFFERENCES RELATED TO MARKET CHARACTERISTICS

Branding the Company, Not the Product Pre-Market Branding for Thought Leadership

DIFFERENCES RELATED TO THE PRODUCT LIFE CYCLE

Dynamics of Brand Positioning across the Adoption Life Cycle Dynamics of Brand Positioning across Successive Generations

DIFFERENCES RELATED TO PRODUCT CHARACTERISTICS

Product Management versus Brand Management Brand Hierarchy and Architecture Ingredient Branding and Co-Branding

DIFFERENCES RELATED TO CUSTOMER DECISION MAKING

Marketing to Multiple Audiences in Business-to-Business Markets Going beyond Feeds and Speeds The Brand as the Total Customer Experience

CONCLUSION NOTES CARRYING THE BRAND BANNER INTERNALLY THE ROLE OF SENIOR MANAGEMENT BUILDING THE BRAND-BASED CULTURE: THE ASSIMILATION PROCESS

Phase 1: Strategic Development Phase 2: Foundation-Building Phase 3: Implementation

SIX GUIDING PRINCIPLES

Principle 1: Make the Brand Relevant Principle 2: Make the Brand Accessible Principle 3: Reinforce the Brand Continuously Principle 4: Make Brand Education an Ongoing Program Principle 5: Reward On-Brand Behaviors Principle 6: Align Hiring Practices

MEASURING AND TRACKING PROGRESS THE PITFALLS—AND HOW TO AVOID THEM CONCLUSION THREE PATHWAYS: A CONCEPTUAL MODEL TO PROVIDE A FRAMEWORK

Pathway 1: Customer-Based Brand Metrics Pathway 2: Incremental Brand Sales Pathway 3: Branded Business Value

PATHWAY 1: CUSTOMER-BASED BRAND METRICS

The Underlying Premises of Pathway 1 Current Status of Customer-Based Brand Equity Measures The Brand Dynamics Model Summary of Pathway 1: The Three Pillars of Customer-Based Brand Metrics

PATHWAY 2: INCREMENTAL BRAND SALES

Marketing Mix Modeling Predictive Modeling Summary of Pathway 2

PATHWAY 3: BRANDED BUSINESS VALUE

Why Brand Valuations Are Conducted What Is Being Valued? A General Model for Brand Valuation Now That We Know the Brand Value, What Do We Know?

WHERE DO WE GO FROM HERE? NOTES THE BEGINNING BETTING ON THE POSITIONING EVOLVING THE BRAND EXPANDING THE PORTFOLIO RESULTS LESSONS LEARNED BROAD CATEGORY DEFINITION GOLD STANDARD COMPARISONS “I AM WHAT I’M NOT” AN EXAMPLE CONCLUSION BEST OF GLOBAL, BEST OF LOCAL A CASE STUDY IN GLOBAL BRANDING KEY LESSONS IN GLOBAL BRANDING PATIENTS FIRST PEOPLE MAKE THE DIFFERENCE REDEVELOPMENT PROJECT “ENJOY YOUR HEALTH” CONCLUSION OUR COMPANY’S HISTORY AND REPUTATION BRANDING IN THE FINANCIAL SERVICES INDUSTRY BRANDING IN A SMALL FIRM BRAND RESEARCH RESULTS BRANDING LAUNCH AND IMPLEMENTATION BRANDING: LESSONS LEARNED BRAND BUILDING AT UPS MARKETING THE BRAND PROMISE TO EMPLOYEES LAUNCHING THE EVOLVED BRAND LAUNCH RESULTS POST-LAUNCH STRATEGIES RESULTS SUMMARY

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