Preface
Acknowledgements
About the Author
Section 1: Building Strong Brands
Chapter 1: Creating, Managing and Profiting from Brands
The Difference between a Brand and a Product
Brand and Product Management
For New Brands, the Brand ‘Vision’ is more Important
Why Strong Brands Matter in Business
When and Why do Brands Matter More?
Non-Business Situations where Brands also Matter
Red Bull’s Brand Strategy and Tactics
Role-of-Branding Exercise
Chapter 2: Understanding Brand Strength
The Components of Brand Strength
Relative Importance of the Brand Strength Components
BAV Model and Research Findings
The Brand Strength Pyramid©
Brand Strategy Must Come First!
How Brands Get Stronger and Weaker: Interview with Michael K. Sussman, CEO of BAV Group
Section II: Brand Strategy
Chapter 3: Brand Strategy Part 1 -- Brand-Level Strategy
A “Strong Brand Meaning” is Important - Early On
Creating a Strong Brand Meaning for a Targeted Customer Segment: The “D-R-U-M” Framework
Understanding Existing Brand Associations and Creating Association Maps
Techniques for Researching and Depicting Current Brand Associations
Creating Brand Positioning Maps to assess Overall Differentiation
Differentiating your Brand in a Unique, Hard-to-Copy Way
Cheetos’ Strategy To Attract Adult Consumers
Association-Mapping Exercise
Appendix 3.1: The Zaltman Metaphor Elicitation Technique (ZMET)
Appendix 3.2: Creating Association Maps Using The ‘Brand Concept Maps’ (Bcm) Technique
Chapter 4: Brand Strategy Part 2 - Category-Level Strategy
Understanding Functionally-Relevant and Emotionally-Motivating Needs in a Category
Choosing a Target Consumer Segment for our Brand Strategy
Increasing Your Brand’s Emotionally-Motivating Appeal
Brand Strategy: Getting from Current to Desired DRUM Associations
HSBC, “The World’s Local Bank”
Need-Based Drum Branding Exercise
Section III: Brand-Building Tactics
Chapter 5: Tactics to Create Desired Brand Associations
From ‘Brand Strategy’ to ‘Brand Expression’
The Principles and Techniques of “Transferring Cultural Meaning”
Using Specific Colors, Product/Packaging Design, and Advertising Elements
Product and Packaging Design
Selecting Celebrity Endorsers, Social Influencers and Spokes-Characters
Bringing the “Method” Brand Vision to Life
Chapter 6: Brand-Building Tactics for Services
Why Brand-building is Different for Service Brands
Improving Customer Experience throughout the ‘Customer Journey’
Provide Association-Building Cues: ‘Mechanics’ & ‘Humanics’
‘Internal Branding’ for Services Brand-Building
Building a Strong Services Brand: Lessons from the Mayo Clinic
Service Brand Tactics Exercise
Chapter 7: Strengthening Brands Using Digital Marketing and AI
Building Brand Strength using Google Ads and Social Media
Building Brand-related ‘Customer Experience’ through Digital Tools
Increasing ‘Customer Engagement’ using Digital Channels
Creating Internet-marketed “Direct to Consumer” brands
Brands and Artificial Intelligence
The Ethical Challenge: Balancing Data Needs with Privacy Considerations
DTC Brands: Interview with Lawrence Ingrassia
Digital Brand-Building Exercise
Chapter 8: Strengthening Visual Identity and Brand Awareness
Creating a Brand’s Visual Identity
Logo Design and Selection
Building Brand Awareness Through Advertising And Social Media
Building Awareness using Word of Mouth and Viral Messages
Building Awareness through Events and Sponsorships
Building Awareness through Marketing Public Relations
What Types Of Online Messages Get Passed Along?: Interview With Prof. Jonah Berger
Visual Identity And Awareness-Building Exercises
Chapter 9: Building Brand Associations of Quality, Leadership and Trust
What do we mean by the “Quality” reputation of a brand?
Creating High “Real” Quality
Going from Real, to Perceived, Quality
Creating Leadership Associations for your Brand
Creating Trust and Confidence in your Brand
Business-to-Business (B-to-B) Brand-building
Samsung Electronics’ Real and Perceived Quality
Quality-Perceptions Exercise
Chapter 10: Increasing Brand Loyalty
Why Brand Loyalty Matters So Much
Creating Attitudinal Loyalty through Optimizing Customer Satisfaction
Designing Effective and Efficient Loyalty Programs
Anti-Attrition Promotional Programs
Strengthening Customer Relationships through Databased Communications and Offers
Building Loyalty by Creating Emotional Connections and Brand Love
Creating and Managing Brand Communities
Delta Airlines Skymiles Loyalty Program: Past And Future
Brand-Strengthening Exercise
Section IV: Growing and Managing Strong Brands
Chapter 11: Brand Extensions
Why Should Companies Extend and License Their Existing Brands?
Brand Extension Ideation: Where Might We Extend?
What Factors Lead to Brand Extension Success?
Identifying and Measuring where a Brand can ‘Fit’
Abstract Brand Associations Are More Extendible
Why Many Extensions Fail Even If They Fit: The Need for ‘Leverage’
Feedback Effects of Brand Extensions
Mayo Clinic’s Brand Extensions and Brand Protection
Extending the brand…Carefully
Extending the brand…Carefully
Brand-Extensions Exercise
Chapter 12: Global Branding
Why should a Brand go Global?
The Fundamental Challenge: Balancing Standardization and Localization
Advantages of Standardized Global Brands
Disadvantages of Standardized Global Brands
Flexibly Optimizing Global-Local Trade-Offs
More Localization in Tactical Marketing Communications
Global Branding Case: Adaptation of the Unilever “Dirt Is Good” Global Campaign in India
Discussion Questions for this Chapter
Global-Branding Exercises
Chapter 13: Brand Valuation
Why Does Brand Valuation Matter?
Approaches to Brand Valuation
Methods based on Consumer Research data
Hybrid Methods used by Brand Valuation consultants
Critique, Assessment and Advice
Brand Valuation Case: Brand Valuation at a Global Appliance Company
Discussion Questions for this Chapter
Brand Valuation Exercises
Chapter 14: Managing Brands Over Time
Staying Relevant: Refreshing Visual Identity
Staying Relevant: “Substantive and Deep” Changes
Making – and Keeping – a Brand “Cool”
Brand Tracking and Brand Audits
Protecting Your Brand from External Challenges: Legal Protections
Protecting the Brand From Internal Challenges: “Staying True’”
Long-Term Brand Management Case: The Many Iterations of Abercrombie and Fitch
Discussion Questions for this Chapter:
Long-Term Brand Management Exercise
Chapter 15: Strengthening Brands Using Digital Marketing
Building Brand Strength using Google Ads and Social Media
Building Brand-related ‘Customer Experience’ through Digital Tools
Increasing ‘Customer Engagement’ using Digital Channels
Creating Internet-marketed “Direct to Consumer” brands
Digital Brand-Building Reading: Interview With Lawrence Ingrassia on DTC Brands
Digital Brand-Building Exercise
Chapter 16 The Future of Brands and Branding: Brand Purpose, Consumer Influence, Cultural Branding, AI and Other Topics
Brand Social Responsibility, Purpose and Activism
Concept-in-Practice 16.1: Patagonia’s Brand Purpose: Commitment to Our Planet and the Environment
The Increasing Control over Brands by Consumers
The Increasing Importance of “Cultural Branding”
Brands and Artificial Intelligence
The Ethical Challenge: Balancing Data Needs with Privacy Considerations
Brand Purpose Case: Dove’s “Campaign for Real Beauty”
Discussion Questions for this Chapter
Contemporary Brand-Strengthening Exercises
