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Table Of Contents

Dispelling misunderstanding about product management
What is a product?
The nature of relationships with customers
The organization’s marketing assets
The importance of the brand
Building successful brands
Book modus operandi
Reference and further reading
Brand success through integrating marketing resources
The concept of the brand
Characteristics of brands
Brands as relationship builders
Historical evolution of brands
Brand evolution:distributors’ brands and generics
Brand categorization
The importance of brand planning
The issues influencing brand potential
Marketing action checklist
References and further reading
Brands and the consumer’s buying process
Consumers’ low involvement with brands
Consumers’ need-states
Differential brand marketing
Consumers’ perceptions of added values
Reasons for limited search for external information
Brand information:quality or quantity?
Clues to evaluate brands
Brand names as informational chunks
The challenge to branding from perception
Naming brands:individual or company name?
A strategic approach to naming brands
Issues associated with effective brand names
The brand as a risk reducer
Added values beyond functionalism
Brands and symbolism
Self-concept and branding
Brand values and personality
Brand personality and relationship building
The contribution of semiotics to branding
Brands and organizational marketing
The unique characteristics of organizational marketing
Anticipating the role of buying centre members
The organizational buying process
Brand values in industrial branding
Factors influencing brand selection
Varying receptivity to branding
Service brands
The importance of services
The challenge of services branding
Moving beyond the fast-moving consumer goods model
The distinctive nature of services
Branding to make tangible the intangible
Consistent service brands through staff
Service brands with the optimum consumer participation
Building service brand equity
Retailer issues in branding
Brands as a sign of ownership
The backing behind own label
The arrival and demise of generics
The increasingly powerful retailer
The responses of weak and strong manufacturers
Convenience versus non-convenience outlets
Whether to become an own label supplier
How retailers select own label suppliers
Prioritizing brand investment through different retailers
Winning with brands rather than own labels
Understanding the balance of power
Category management
Efficient consumer response
Brands on the Internet
Moving into a virtual environment
Reconceiving the concept of ‘brand’?
Importance of on-line brand experience
An Internet induced golden age for brands
The challenges facing brands on the Internet
Loosely versus tightly controlled brands
Marketing actions checklist
Brands as strategic devices
Cost-driven or value-added brands?
Sustaining a service brand’s competitive advantage
Anticipating competitor response
The meaning of brand share
Striving for profitable brands
Characterizing successful brands
Extending brands
Positioning brands as added-value offerings
Identifying added values
Adding value through consumer participation
Adding value through customization
Adding value through building relationships
Protecting brands through trade mark registration
The challenges to brands
Maintaining the brand’s core values
Bridging the brand’s values
Defining brand dimensions
The de Chernatony–McWilliam brand planning matrix
Managing brands over their life cycles
Growing brand equity
Commercial models of brand equity growth
Measuring brand equity
Methods of measuring the financial value of a brand
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Creating Powerful Brands (1)

Creating Powerful Brands (1)

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Published by Aditya Chhabra

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Published by: Aditya Chhabra on Aug 16, 2011
Copyright:Attribution Non-commercial


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