Strategic Brand Management, 4th EditionStrategic Brand Management outlines a systematic approach to understanding the key principles of building strong brands. This book offers a cohesive framework for brand management, highlighting the distinct role of brands in creating market value. Topics covered include crafting a compelling value proposition, designing brand attributes, developing impactful communication campaigns, managing brand portfolios, cobranding, brand repositioning, managing brands over time, protecting the brand, measuring brand impact, and creating a strategic brand management plan. Clear, concise, and practical, Strategic Brand Management is the definitive text on building strong brands. |
Contents
CHAPTER THREE DEVELOPING THE BRAND STRATEGY | |
CHAPTER FOUR DESIGNING THE BRAND | |
CHAPTER FIVE COMMUNICATING THE BRAND | |
CHAPTER SIX CRAFTING THE BRAND ARCHITECTURE | |
CHAPTER SEVEN MANAGING BRANDS OVER TIME | |
CHAPTER EIGHT PROTECTING THE BRAND | |
CHAPTER NINE EVALUATING THE BRAND IMPACT | |
CHAPTER TEN DEVELOPING A STRATEGIC BRAND MANAGEMENT PLAN | |
Common terms and phrases
advertising align aspects assessing attributes behavior Birkin bag brand associations brand audit brand character brand communication brand creates brand design brand equity brand extensions brand identifiers brand image brand management plan brand name brand personality brand portfolio brand positioning brand power brand strategy brand value brand-building brands play building cobranding collaborators color communication campaign company’s company's brand company’s offerings competitors consumers convey costs create market value create value customer value developing distinct effectively elements enhance ensure evaluating example focus focuses goals Hermès identity brands impact implementation involves licensing logo luxury brands McDonald's meaning meaningful minds monetary value motto Nestlé packaging premium primary private labels Procter & Gamble product categories product design product or service products and services promote protection repositioning retailers social media specific Starbucks strong brands tactics target audience target customers Tiffany & Co trade dress trademark typically unique utility patent value proposition