9780470998229

Competitive Success : How Branding Adds Value

by
  • ISBN13:

    9780470998229

  • ISBN10:

    0470998229

  • Format: Paperback
  • Copyright: 2010-03-01
  • Publisher: Wiley

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Supplemental Materials

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  • The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.
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Summary

Wide range of cases and relevant real world examples including B2C, B2B and SMEs The writing style will be accessible and succinct The text will intersperse common brand theory and practices within the proposed thematic framework, allowing readers to understand both traditional and more recent branding practices End of chapter problem solving scenarios will aid learning

Author Biography

John Davis is Professor of Marketing and Department Chair at the Emerson College in Boston, USA. He was until the summer 2009, Practice Associate Professor and Director of the Marketing Excellence Centre at Singapore Management University. He also taught one of the most popular courses at Singapore Management University, entitled Strategic Brand Management. Before joining academia he had over 20 years of corporate experience leading global branding and marketing teams for companies such as Nike, Informix and Transamerica

Table of Contents

Understanding the Importance of Brand
Competitive Success
Preview
Historical Snapshot
Strategic Overview
B2B and B2C Companies
Product vs. Brand
Competitive Arenas
Global
Regional
National
Local
Niche
New Brand Definition
Brand Value and Brand Equity Introduction
Tactical Overview
Why Branding is Important
Five Levels of Branding
Implications
Brand Sustainability
Measurement
Awareness
Brand Scorecards
Case Briefs
Brand Value
Preview
Brand Equity and Brand Value Revisited
Brand Equity
Brand Value
Brand Building to Create Brand Value
Dimensions of Brand Value
Trusted Reputation
Organizational
Societal Relevance
Financial
Understanding and Measuring Brand Value
Simplified Brand Valuation
Formal Brand Valuation
Consumer-Based Brand Equity
Measurement
Customer Brand Value
Summary/Review
Discussion Questions
Brand Portfolios and Architecture
Preview
Brand Portfolios
What is Brand Architecture?
Brand Relationship Spectrum
Brand Hierarchy
Similarities and Differences
Which is Better?
Building Brand Strength
Line Extensions
Vertical Brand Stretching
Brand Extensions
Co-Branding
Associations
Focal
Superordinate
Subordinate
Associations as Touchpoints
Measurement
Brand Contribution and Review Analysis
Summary/Review
Discussion Questions
New Brand Framework
The New Brand Building Framework: Destiny-Distinction-Culture-Experiences
Preview
New Brand Framework
Understanding the Big Picture
Brand Framework Elements
Using the Destiny, Distinction, Culture, Experiences
Framework
Relationship to Brand Value, Customer Equity, Purpose Brands
Measurement
Market Share
Relative Market Share
Brand Development Index
Category Development Index
Customer Lifetime Value
Summary/Review
Discussion Questions
Brand Value
Preview
Destiny
Four Sub-Components of Successful Brand Destiny
Ultimate Dream
Creating Value
Values
Personality
Measurement
Destiny Diagnostic
Summary/Review
Discussion Questions
Brand Distinction
Preview
Brand Distinctio's Role in the Firm
Four Sub-Components of Successful Brand Distinction
Heritage
Context
Goals
Positioning
Measurement
Market Growth
Share of Wallet
Market Penetration
Summary/Review
Discussion Questions
Brand Culture
Preview
Brand Culture
Brand Management and Senior Management
Category Management
Brand Management
Marketing Management
Marketing Communications
Marketing Research
Product Management
Four Sub-Components of Successful Brand Cultures
Competencies
Behaviors
Organization
Social Fabric
Internal Branding
5 's of Internal Branding
Managing the Brand Throughout the Company
Strengths and Challenges
Brand Culture Interactivity
Measurement
Recruiting
Sales/Profits Per Employee
Turnover Rate
Summary/Review
Discussion Questions
Overview of Brand Experiences
Preview
What are Experiences?
Four Sub-Components of Successful Brand Experiences
An Experience Mandate
Senior Management
Marketing
Product
Support
Human Resources
Finance
Sales
Partners
Front Lines
Schmit's Experiential Marketing
Sense
Feel
Think
Act
Relate
The Importance of Being Special
The Importance of Creativity
The Importance of Engaging and Relating
Whole Brain Not Half Brain
Applicable to All?
Measurement
Snapshot Surveys
Objective Scoring
Detailed Questionnaires
Direct Observation
Summary/Review
Discussion Questions
Brand Experiences: Customers and Solutions
Preview
Customers
Segmentation, Targeting, Positioning
Customer Cycle and Brand Growth
Solutions
Brand-Product Relationship
Brand-Product Combinations
Marketing and Product Development
Price
Measurement
Per Customer Acquisition Costs
Retention Rate
Segment Profitability
Mark-Up Pricing
Target Return Pricing
Summary/Review
Discussion Questions
Brand Experiences: Marketing Communications and Environment
Preview
Marketing Communications
Environment
Measurement
Ad to Sales Ratio
Response Rate
Conversion Rate
Share of Voice
Cost per Thousand (CPM)
Cost per Click
Cost per Order
Summary/Review
Case: SAP: Building a Leading Technology Brand
Discussion Questions
Brand Leadership
Brand Leadership Senior Management, Team, Planning, Mapping
Preview
Senior Management
Team
Team Capabilities
Team Needs
Planning
Principles
Brand Planning Framework
Brand Plan
Mapping
Measurement
Summary/Review
Discussion Questions
Index
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