tài liệu tiếng anh strategic brand management bmmbe

Part I: Opening Perspectives 1 Chapter 1 Brands and Brand Management 1 Preview 2 What Is a Brand? 2 Brands versus Products 3 Why Do Brands Matter? 6 Consumers 6 Firms 9 Can Everything Be Branded? 10 Physical Goods 11 Services 15 Retailers and Distributors 17 Online Products and Services 19 People and Organizations 21 Sports, Arts, andEntertainment 23 Geographic Locations 25 Ideas andCauses 26 What Are the Strongest Brands? 27 Branding Challenges and Opportunities 30 Savvy Customers 30 Brand Proliferation 35 Media Fragmentation 35 Increased Competition 36 Increased Costs 36 Greater Accountability 36 The Brand Equity Concept 37 Strategic Brand Management Process 38 Identifying and Establishing Brand Positioning 38 Planning andImplementing Brand Marketing Programs 39 Measuring and Interpreting Brand Performance 40 Growing and Sustaining Brand Equity 41 Review 42 Discussion Questions 42 Brand Focus 1.0 Historical Origins of Branding 43

BUIlDING, ~1tASURING,

THIRD EDITION

Kevin Lane Keller

Amos Tuck School of Business

Dartmouth College

PEARSON

Hall

Part I: Opening Perspectives

Chapter 1 Brands and Brand Management

and Values

Chapter 2 Customer-Based Brand Equity

Chapter 3 Brand Positioning

Programs

Chapter 4 Choosing Brand Elements to Build Brand Equity

Equity

Brand Equity

Brand Equity

Part IV: Measuring and Interpreting Brand Performance

Management System

Mind-Set

Performance

Part V: Growing and Sustaining Brand Equity

Strategies

Extensions Chapter 13 Managing Brands over Time

Market Segments

Part VI: Closing Perspectives

Chapter 15 Closing Observations

-Chapter 1 Brands and Brand Management

Discussion Questions

v

vi CONTENTS

Review

Chapter 3

Updating Positioning over Time

CONTENTS

Program

Review

Discussion Questions

URLs

Review

Options and Tactics for Brand Elements

Discussion Questions

Brand Focus 4.0 Legal Branding Considerations

New Perspectives on Marketing

Perceived Quality and Value

viii CONTENTS

Review Brand Focus 5.0

Chapter 6

Preview

Review

Chapter 7

ix

Chapter 8

Discussion Questions

Brand Focus 8.0 Managing Brands at Ogilvy&

Chapter

x CONTENTS

Review Discussion Questions Brand Focus 9.0 Young &

Chapter 10

Holistic Methods

Chapter 11

xi

Chapter 12

Can Succeed but Cannibalize Sales of Parent Brand

Can Succeed but Hurtthe Image of the Parent Brand

Can Cause the Company to Forgo the Chance to Develop a NewBrand

Extension Guidelines Based onAcademic Research

Review

Discussion Questions

Brand Focus 12.0 Guidelines for Profitable Line Extensions

Fine-Tuning the Supporting Marketing Program

xii CONTENTS

Review Discussion Questions Brand Focus 13.0 Corporate Name Changes

Chapter 14

Boundaries and Market Segments

Differences in Consumer Response to Marketing Mix Elements

Standardization

CONTENTS

Part VI: Closing

Chapter 15 Closing Observations

Brand Focus 15.0 The Brand Report Card