Building brand value : five steps to building powerful brands

Description

Cover Contentes 1. Building Brand Value: Introduction 1.1 Brand 1.2 Brand Performance Indicators 1.3 Branding = Marketing 1.4 Brand vs Product 1.5 Criteria for Brand Success 1.6 The Role of Brands 1.7 Brand Hierarchy 1.8 Challenges to Brand Builders 1.9 Building Brand Value 1.10 Book Structure 2. Brand Building Pentagon: Five Steps 2.1 Brand Building 2.2 David Arnold’s Brand Management Process 2.3 Kevin Lane Keller’s Strategic Brand Management Process 2.4 David Aaker’s Brand Building Guidelines 2.5 Jean-Noel Kapferer’s Brand Programme 2.6 Brand Building Issues 2.7 Brand Building Pentagon 3. Brand Appraisal: Step One of Brand Building Pentagon 3.1 Brand Appraisal?Exploration 3.2 Market Analysis 3.3 Consumer Analysis 3.4 Competitive Analysis 3.5 Competency Analysis 3.6 Socio-economic Analysis 3.7 Brand Appraisal-Summary 4. Brand Definition: Step Two of Brand Building Pentagon 4.1 Brand Definition 4.2 Brand Reasons 4.3 Brand Positioning 4.4 Brand Personality and Brand Image 4.5 Brand Mapping 4.6 Brand Definition-Summary 5. Brand Articulation: Step Three of Brand Building Pentagon 5.1 Brand Articulation 5.2 Brand Identity 5.3 Brand Communication 5.4 Brand Service 5.5 Brand Articulation-Summary 6. Brand Measurement: Step Four of Brand Building Pentagon 6.1 Brand Measurement 6.2 Brand Dashboard 6.3 Brand Track 6.4 Brand Audit 6.5 Brand Measurement-Summary 7. Brand Expansion: Step Five of Brand Building Pentagon 7.1 Brand Expansion 7.2 Brand Extension?Expanded 7.3 Brand Naming Structure 7.4 Brand Portfolio Management 7.5 Brand Valuation 7.6 Brand Expansion-Summary 8. Brand Execution: Getting it All Together 8.1 Brand Execution 8.2 Product Offer 8.3 Price Offer 8.4 Place Offer 8.5 Promotion Offer 8.6 Packaging Offer 8.7 Profit and Loss 8.8 People Factor 8.9 Brand Execution-Summary Appendix I Market Analysis Consumer Analysis Competitive Analysis Competency Analysis Socio-economic Analysis Brand Reasons Brand Positioning Brand Personality & Brand Image Brand Mapping Brand Identity Brand Communication Brand Dashboard Brand Track Brand Audit Brand Extension Brand Naming Structure Brand Portfolio Management Brand Valuation Product Price Place Promotion Packaging Profit and Loss People (Insiders) Appendix II—Applying the Brand Building Pentagon What is the Commodity and Company? What Factors Make it a Potentially Suitable Commodity for Branding? The Process of Branding the “Comb” Brand Appraisal Brand Definition Brand Articulation Brand Measurement Brand Expansion Brand Appraisal Brand Definition Brand Articulation Benefits of Branding Appendix III—Suggested Readings Corporate Strategy Marketing Advertising Marketing Research Consumer Behaviour Branding Online Brand Management Resources Appendix IV—Secondary Data Sources Census NRS Household Panels TAM Retail Sales Audit Pharma Audit Prescription Audit Durable Audit NCAER Survey of Households CMIE Statistical Outline of India IDC Sales Reports Advertising Expenditure Association Reports Glossary Index