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O książce

Kolejna książka "guru" brandingu. Oprócz podstawowych zagadnień, takich jak: definicja marki, budowa jej tożsamości i wizerunku oraz mierzenie kapitału marki, autorzy omawiają strategie zarządzana portfelem marek i sposoby budowania kapitału marki w Internecie.

Książka polecana wszystkim, którzy interesują się tematyką brandingu.

Spis treści

Preface

Part I: Introduction

1. Brand Leadership - The New Imperative

Brand Management - The Classic Model
Brand Leadership - The New Imperative
Brand Building Pays Off
Brand Leadership Tasks
The Plan of This Book

Part II: Brand Identity

2. Brand Identity - The Cornerstone of Brand Strategy

The Story of Virgin Atlantic Airways
The Brand Identity Planning Model
On Developing a Brand Identity System - Avoiding Common Mistakes

3. Clarifying and Elaborating the Brand Identity

Defining Leadership
Defining Brand Personality - The L.L. Bean Story
Identity Elaboration Exercises
Identity-Supporting Program Audit
Identity Role Model Identification
Visual Metaphor Development
Brand Identity Prioritization
Presenting the Elaborated Identity
The Brand Identity Revisited

Part III: Brand Architecture: Achieving Clarity, Synergy, and Leverage

4. The Brand Relationship Spectrum

The GE Appliance Story
The Marriott Story
Designing the Architecture - Endorsers and
Subbrands
Linking Brands - The Brand Relationship
Spectrum
A House of Brands
Endorsed Brands
Subbrands
A Branded House
Selecting the Right Position in the Brand Relationship Spectrum

5. Brand Architecture

The Polo Ralph Lauren Story
Market Complexity, Brand Confusion, and Brand Architecture
What Is Brand Architecture?
Extending the Range of a Brand
The Brand Architecture Audit

Part IV: Building Brands: Beyond Advertising

6.Adidas and Nike - Lessons in Building Brands

Adidas - The Growth Period
The Nike Story
Good Morning, Adidas
Creating a Brand-Building Focus Around the Adidas Brand Identity
The Lessons

7. Building Brands - The Role of Sponsorship

The MasterCard World Cup Sponsorship Story
How Sponsorship Builds Brands
What Can Go Wrong
The Seven Keys of Effective Sponsorships

8. Building Brands - The Role of the Web

Unique Characteristics of the Web
Brand Building on the Web
Brand-Building Web Sites
Advertising and Sponsored Content

9. Building Brands - Beyond Media Advertising

The Brand-Building Task
Building Brands - Some Role Models from Europe
Brand Building Without Advertising - Some Guidelines

PART V: Organizing for Brand Leadership

10. Global Brand Leadership - Not Global Brands

McDonald's in Europe
Global Brands
Global Brand Leadership, Not Global Brands
Sharing Insights and Best Practices
A Common Global Brand Planning Process
Assigning Responsibility to Create Cross-Country
Synergy
A System to Deliver Brand-Building Brilliance
Toward a Global Brand

Endnotes
Index
About the Authors

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Spis treści

Foreword
Acknowledgments
Introduction 1

Sect. I Corporate Branding and Its Bottom-Line Impact 5

Ch. 1 What Is Corporate Branding? 7
Ch. 2 The Corporate Branding Index: Attaining the "Holy Grail" 19
Ch. 3 The Multiplier Effect on Financial Performance 29

Sect. II How Corporate Branding Is Achieved 49

Ch. 4 Crafting the Brand 51
Ch. 5nEstablishing the Key Message 61
Ch. 6 Integrating Communications to Reach Corporate Goals 79
Ch. 7 The Multiplier Effect on Key Audiences 95

Sect. III Implementing Corporate Branding 107

Ch. 8 Gaining Recognition for the Spin-Off 109
Ch. 9 Corporate Branding on a Global Scale 117
Ch. 10 How Corporate Branding Works for the Small Business 129
Ch. 11 Advocacy and Cause Marketing 139
Ch. 12 Interactive Media ... and Strong Brand Position 155

Sect. IV Corporate Branding and the CEO 167

Ch. 13 Corporate Growth versus Status Quo 169
Ch. 14 The Role of the CEO 177
Ch. 15 Two Sources of Aid for the CEO 189

App. A Levi Strauss and Co.: "One of the Great Global Brands" 199
App. B Hancor, Inc.: The Critical Path to Starting a Corporate Branding Program 209
App. C Other Ways to Reflect Corporate Brand 217

Index 225

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"The Masterbrand Mandate is on the money-literally and figuratively! Both visionary and practical, it successfully tackles the modern challenges of brand-building head-on. This book is an invaluable guide for designing breakthrough brand strategies in the new economy." -Kevin Lane Keller

Spis treści

About the Book ix

Chapter 1 Built to Change 1

Part 1 Mandate: Build the Customer's Community 

Chapter 2 Grow the Masterbrand Community 27
Chapter 3 Interactivate the Brand.comm 59
Chapter 4 Extend the Online Community 89
Chapter 5 Masterbrand: Sun Microsystems 109

Part 2 The Inside Job: Coach the Customer's Team
 
Chapter 6 Coach the Customer's Team 121
Chapter 7 Organize to Brand-Build 151
Chapter 8 Masterbrand: Charles Schwab & Co. 177
Chapter 9 Unify the Diverse Community 187

Part 3 The World Outside: Maneuver the Masterbrand
 
Chapter 10 Outbrand the Competition 213
Chapter 11 Masterbrand: America Online 243
Chapter 12 Interglocalize the Masterbrand 253
Chapter 13 Moving Forward with the Mandate 273

Epilogue 295
Endnotes 297
Additional Sources 305
Acknowledgments 309
Index 311
About the Authors 323

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O książce

Out of nowhere, a brand like Red Bull, The Blair Witch Project, or even the Howard Dean campaign takes off with little or no conventional marketing. How do these "accidents" really happen, and why do they ultimately succeed or fail?

Welcome to marketing without marketing: the emergence of the hijacked brand. Don't let the all-too-clever subtitle fool you. Far from representing the absence of marketing, this book describes the most complex sort of marketing possible, as well as the least understood.

Brand Hijack offers a practical how-to guide to marketing that finally engages the marketplace. It presents an alternative to conventional marketing wisdom, one that addresses such industry crises as media saturation, consumer evolution, and the erosion of image marketing.

Fair warning: this book is not for everyone. It proposes untraditional, even counterintuitive practices: Let the marketplace take over. Stop clamoring for control and learn to be spontaneous. Be bold enough to accept a certain degree of uncertainty in the definition of your brands.

Brand hijacking relies on a radical concept: letting go. What a frightening, yet oddly liberating thought.

Spis treści

Ch. 1 The "no marketing" myth 3
Ch. 2 Public property : the serendipitous hijack 13
Ch. 3 The marketer's guide to the serendipitous hijack 32
Ch. 4 A "no marketing" illusion : the co-created hijack 46
Ch. 5 A dangerous attitude 73
Ch. 6 The marketer's guide to the co-created hijack 82
Ch. 7 Brand hijack candidates 91
Ch. 8 The marketer's guide to the corporate hijack 98
Ch. 9 The dawn of the next marketing era 116
Ch. 10 The consumer collective 129
Ch. 11 The inner workings of the brand tribe 140
Ch. 12 The funny business of earning consumer devotion 162
Ch. 13 The kick-off : hijack ideation 173
Ch. 14 Phase I : tribal marketing 183
Ch. 15 Phase II : co-creation 206
Ch. 16 Phase III : mass marketing 216
Ch. 17 The threat : "a few words from our sponsor" 231
Ch. 18 The opportunity : the ultimate pay-off 246

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O książce

How to create an organizational culture that promotes brand image and builds customer loyalty

Nothing can undermine a brand's reputation or lose a customer faster than a bad customer/brand rep interaction. That's why, as the authors of this groundbreaking book clearly demonstrate, one of the biggest challenges facing top management at brand-reliant companies is to ensure that their whole organization, especially those staff members who interact directly with customers, "live the brand." With the help of case studies chronicling the success (and failure) stories of several international brand giants, the authors develop a comprehensive framework that managers can use to evaluate customer brand expectations and create a branded service culture that meets or exceeds those expectations, every time. Among other things, readers learn proven techniques for enlisting a sales force, call service, shop floor, and even the entire boardroom into doing their parts to promote brand loyalty.

Author Biography: Hamish Pringle (London, UK) is a Principal in Brand Beliefs, Ltd. William Gordon (London, UK) works as Partner in Strategy for Accenture in London.

Spis treści

Dedications.
Quotation.
Acknowledgements.
Publisher's Note.
Preface.
Foreword.
THE BRAND MANNERS BOOK OF LIFE.
'Manners Maketh Man'.

Customers - The Brand Promise and Individual Brand Manners.

Corporations - Happy Surprises.

The Tesco Story.

THE BRAND MANNERS WAY.

The Self-confident Organisation.

Brand Manners Approach.

Brand Manners in Action.

The Orange Story.

THE BRAND MANNERS IMPROVEMENT CYCLE.
Section One: Individual Behaviour.

Conditioning Creates Brands.

How Boundaries Create Self-confidence.

Making the Most of Habits.

Reducing Stress in the Organisation.

Section Two: Encounters.

Being Ready to Defend the Brand.

Minimising Corporate Distance.

Managing the Irrational.

How Trust Fits In.

Section Three: The Brand Promise.

High Tech, High Touch in Branding.

Dealing with the New Consumerism.

How Brand Problems can be Part of the Solution.

Protecting the Brand.

Section Four: 'Happy Surprises'.

How Defining Gestures Build Brands.

Really Listening Adds Real Value.

The Power of Customer Pledges.

Moments of Truth.

Section Five: 'Feeling Good'.

Defining Outstanding Customer Service.

The Importance of Under-promising and Over-delivering.

How Enabled Employees can Deliver for Customers.

Recruiting in Line with the Brand's Values.

THE BRAND MANNERS HOW-TO GUIDES.
The Chief Executive Officer.

The Marketing Director.

TheEmployee.

Management.

Customers.

Conclusion.
Quotation.
Bibliography.
Webography.
Index.

Stan

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O książce

Tekst opisuje tworzenie, użycie i mierzenie kapitału marki, definiowanego jako efekt działań marketingowych dołączony do nazwy marki. Czytelnik ma okazję poznać szereg strategii brandingowych i sposobów tworzenia kapitału marki. Dodatkowo czytelnik ma szansę zapoznać się z przypadkami tworzenia kapitału marki przez takie firmy, jak: Levi Strauss, Intel, Nivea i Nike.

Książka polecana wszystkim, którzy zajmują się brandingiem.

Spis treści

Prologue: Branding Is Not Rocket Science
Preface
Acknowledgments
About the Author

Ch. 1 Introduction
Ch. 2 Brand Equity
Ch. 3 Brand Knowledge Structures
Ch. 4 Choosing Brand Elements to Build Brand Equity
Ch. 5 Designing Marketing Programs to Build Brand Equity
Ch. 6 Integrating Marketing Communications to Build Brand Equity
Ch. 7 Leveraging Secondary Brand Associations to Build Brand Equity
Ch. 8 Measuring Source of Brand Equity
Ch. 9 Measuring Outcomes of Brand Equity
Ch. 10 Brand Equity Measurement System
Ch. 11 Branding Strategies
Ch. 12 Introducing and Naming New Products and Brand Extensions
Ch. 13 Managing Brands Over Time
Ch. 14 Managing Brands over Geographical Boundaries, Cultures, and Market Segments
Ch. 15 Closing Observations

App. A Levi's Dockers: Creating a Sub-Brand
App. B Intel Corporation: Branding an Ingredient
App. C The California Milk Processor Board: Branding a Commodity
App. D Nivea: Managing a Brand Portfolio
App. E Nike: Building a Global Brand
Epilogue
Credits
Index

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Książka wygląda jak nowa

O książce

Mimo milardów dolarów wydawanych na kampanie reklamowe, wiele firm nie potrafi zbudować więzi emocjonalnej, łączącej konsumentów ze swoimi markami. McEwen wyjaśnia dlaczego tak się dzieje. Pokazuje także firmy, którym to się udaje. Korzystając z kilkudziesięcioletniego dorobku Instytutu Gallupa pokazuje, że tylko najlepszym marketerom udaje się przywiązać konsumentów do swoich marek na dłużej. Tekst pokazuje, jak emocje mogą wpływać na jakość związku konsumenta z marką oraz daje czytelnikowi wskazówki, jak mierzyć "jakość" tego związku.