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Stan

Kilka pobibliotecznych pieczątek. Żadnych zaznaczeń, minimalne ślady używania na okładce.

O książce

Kompleksowe omówienie zarządzania marką, ilustrowane setkami przykładów działań brandingowych z całego świata.

Stan

Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń.

Spis treści

Preface: The new realities of branding

Pt. 1 A new contract for the brands of the future

1 Convergence of brand cultures
2 Unveiling the company behind the brand
3 From risk to desire: what functions for what brands?
4 The product and the brand, revisited
5 To brand or not to brand?
6 The end of local brands?
7 The age of efficiency
8 What fast-moving means for consumer goods
9 The Internet challenges

Pt. 2 Brand practices in question

10 The tendency towards decapitalization
11 So where is your brand strong?
12 Unveil all your values!
13 Aim for the critical size
14 Brand image does not equal brand usage
15 Rebuilding the lost relationship
16 Energize the value chain of your brand
17 A new perspective on the brand portfolio
18 The realities of brand extension
19 Brands and the time challenge

Pt. 3 The actuality of brands

20 Orangina: good value at one billion dollars?
21 The future of Virgin Pulp
22 Coca-Cola or Micro-Soft Drink?
23 The distributor at the heart of the organization?
24 The impact of the euro: 'squashed' prices
25 Restoring consumer confidence
26 The Stock Exchange online: from company to brand
27 Luxury brands on the Internet
28 From Disneyland to Amazon.com: the harsh laws of economics!
29 Is there room on the Internet for a 'brilliant challenger'?
30 The rise of licensing: when brands come before products
31 The radicalization of design

Conclusion: breaking free of the herd mentality
References
Index

Stan

Minimalne ślady uzywania na okładce. Wewnątrz kilka zaznaczeń.


O książce

Podstawy zarządzania marką, opisane przez jednego z najwybitniejszych specjalistów w tej dziedzinie. Lektura obowiążkowa dla wszystkich, którzy zajmują się brandingiem.


Spis treści

Preface and Acknowledgments

1. What Is Brand Equity?

The Ivory Story
The Role of Brands
Brand-Building Neglect
The Role of Assets and Skills
What Is Brand Equity?
What Is the Value of a Brand?
Brand Value Based upon Future Earnings
Issues in Managing Brand Equity
The Plan of the Book

2. Brand Loyalty

The MicroPro Story
Brand Loyalty
Measuring Brand Loyalty
The Strategic Value of Brand Loyalty
Maintaining and Enhancing Loyalty
Selling Old Customers Instead of New Ones

3. Brand Awareness

The Datsun-Becomes-Nissan Story
The GE-Becomes-Black & Decker Story
What Is Brand Awareness?
How Awareness Works to Help the Brand
The Power of Old Brand Names
How to Achieve Awareness

4. Perceived Quality

The Schlitz Story
What Is Perceived Quality?
How Perceived Quality Generates Value
What Influences Perceived Quality?

5. Brand Associations: The Positioning Decision

The Weight Watchers Story
Associations, Image, and Positioning
How Brand Associations Create Value
Types of Associations

6. The Measurement of Brand Associations

The Ford Taurus Story
What Does This Brand Mean to You?
Scaling Brand Perceptions

7. Selecting, Creating, and Maintaining Associations

The Dove Story
The Honeywell Story
Which Associations
Creating Associations
Maintaining Associations
Managing Disasters

8. The Name, Symbol, and Slogan

The Volkswagen Story
Names
Symbols
Slogans

9. Brand Extensions: The Good, the Bad, and the Ugly

The Levi Tailored Classics Story
The Good: What the Brand Name Brings to the Extension
More Good: Extensions Can Enhance the Core Brand
The Bad: The NameFails to Help the Extension
The Ugly: The Brand Name Is Damaged
More Ugly: A New Brand Name Is Foregone
How to Go About It
Strategy Considerations

10. Revitalizing the Brand

The Yamaha Story
Increasing Usage
Finding New Uses
Entering New Markets
Repositioning the Brand
Augmenting the Product/Service
Obsoleting Existing Products with New-Generation Technologies
Alternatives to Revitalization: The End Game

11. Global Branding and a Recap

The Kal Kan Story
The Parker Pen Story
A Global Brand?
Targeting a Country
Analyzing the Context
A Recap
Notes
Index