Competitive Success: How Branding Adds Value

Competitive Success How Marketing Adds Value explains how companies can realize substantial competitive advantages and gains in financial and perceptive value if they develop a brand–centric philosophy. The book proposes a new brand framework that advocates an integrated and holistic approach to brand management. It shows how brands can be regarded as an organization–spanning imperative involving the active co–ordination among marketing and non–marketing departments alike. The book presents a comprehensive review of the entire brand spectrum, including: brand strategy; implementation; customer/brand insight; resource allocation; and performance measurement.
Emphasizes a practical application of the latest brand frameworks.Is based on research into more than 200 companies around the world and input from over a thousand senior managers in dozens of executive education programs.Includes a wide range of cases and relevant real world examples including B2C, B2B and SMEs.Intersperses common brand theory and practices within the proposed thematic framework, allowing readers to understand both traditional and more recent branding practices.Includes end of chapter problem solving scenarios to aid learning.
This book will be of interest to CEO’s, CMO’s, marketing managers and brand managers, as well as being suitable for undergraduate and postgraduate students taking courses in branding or marketing communication.


Spis treści:
Contents
Section 1: Understanding the Importance of Brand
Chapter 1 Competitive SuccessPreviewHistorical SnapshotStrategic Overview B2B and B2C CompaniesProduct vs. BrandCompetitive Arenas GlobalRegionalNationalLocalNicheNew Brand DefinitionBrand Value and Brand Equity IntroductionTactical OverviewWhy Branding is ImportantFive Levels of Bran dingImplicationsBrand SustainabilityMeasurement AwarenessBrand ScorecardsCase Briefs
Chapter 2 Brand ValuePreviewBrand Equity and Brand Value Revisited Brand EquityBrand ValueBrand Building to Create Brand ValueDimensions of Brand Value Trusted ReputationOrganizationalSocietal RelevanceFinancialUnderstanding and Measuring Brand Value Simplified Brand ValuationFormal Brand ValuationConsumer–Based Brand EquityMeasurement Customer Brand ValueSummary/ReviewDiscussion Questions
Chapter 3 Brand Portfolios and ArchitecturePreviewBrand PortfoliosWhat is Brand Architecture? Brand Relationship SpectrumBrand HierarchySimilarities and DifferencesWhich is Better?Building Brand Strength Line ExtensionsVertical Brand StretchingBrand ExtensionsCo–BrandingAssociations FocalSuperordinateSubordinateAssociations as TouchpointsMeasurement Brand Contribution and Review AnalysisSummary/ReviewDiscussion Questions
Section 2: New Brand Framework
Chapter 4 The New Brand Building Framework: Destiny–Distinction–Culture–ExperiencesPreviewNew Brand Framework Understanding the Big PictureBrand Framework ElementsUsing the Destiny, Distinction, Culture, Experiences FrameworkRelationship to Brand Value, Customer Equity, Purpose BrandsMeasurement Market ShareRelative Market ShareBrand Development IndexCategory Development IndexCustomer Lifetime ValueSummary/ReviewDiscussion Questions
Chapter 5 Brand ValuePreviewDestinyFour Sub–Components of Successful Brand Destiny Ultimate DreamCreating ValueValuesPersonalityMeasurement Des tiny DiagnosticSummary/ReviewDiscussion Questions
Chapter 6 Brand DistinctionPreviewBrand Distinction’s Role in the FirmFour Sub–Components of Successful Brand Distinction HeritageContextGoalsPositioningMeasurement Market GrowthShare of WalletMarket PenetrationSummary/ReviewDiscussion Questions
Chapter 7 Brand Culture
PreviewBrand CultureBrand Management and Senior Management Category ManagementBrand ManagementMarketing ManagementMarketing CommunicationsMarketing ResearchProduct ManagementFour Sub–Components of Successful Brand Cultures CompetenciesBehaviorsOrganizationSocial FabricInternal Branding 5 E’s of Internal BrandingManaging the Brand Throughout the Company Strengths and ChallengesBrand Culture InteractivityMeasurement RecruitingSales/Profits Per EmployeeTurnover RateSummary/ReviewDiscussion Questions
Chapter 8 Overview of Brand ExperiencesPreviewWhat are Experiences?Four Sub–Components of Successful Brand ExperiencesAn Experience Mandate Senior ManagementMarketingProductSupportHuman ResourcesFinanceSalesPartnersFront LinesSchmitt’s Experiential Marketing SenseFeelThinkActRelateThe Importance of Being SpecialThe Importance of CreativityThe Importance of Engaging and RelatingWhole Brain Not Half BrainApplicable to All?Measurement Snapshot SurveysObjective ScoringDetailed QuestionnairesDirect ObservationSummary/ReviewDiscussion Questions
Chapter 9 Brand Experiences: Customers and SolutionsPreviewCustomers Segmentation, Targeting, PositioningCustomer Cycle and Brand GrowthS olutions Brand–Product RelationshipBrand–Product CombinationsMarketing and Product DevelopmentPriceMeasurement Per Customer Acquisition CostsRetention RateSegment ProfitabilityMark–Up PricingTarget Return PricingSummary/ReviewDiscussion Questions
Chapter 10 Brand Experiences: Marketing Communications and Environment
Preview Marketing CommunicationsEnvironmentMeasurement Ad to Sales RatioResponse RateConversion RateShare of VoiceCost per Thousand (CPM)Cost per ClickCost per OrderSummary/Review
Case: SAP: Building a Leading Technology BrandDiscussion Questions
Section 3: Brand Leadership
Chapter 11 Brand Leadership Senior Management, Team, Planning, Mapping
PreviewSenior ManagementTeam Team CapabilitiesTeam NeedsPlanning PrinciplesBrand Planning FrameworkBrand PlanMappingMeasurementSummary/ReviewDiscussion Questions
Index


Nota biograficzna:
John Davis is Professor of Marketing and Department Chair at the Emerson College in Boston, USA. He was until the summer 2009, Practice Associate Professor and Director of the Marketing Excellence Centre at Singapore Management University. He also taught one of the most popular courses at Singapore Management University, entitled Strategic Brand Management. Before joining academia he had over 20 years of corporate experience leading global branding and marketing teams for companies such as Nike, Informix and Transamerica

Okładka tylna:
Competitive Success How Marketing Adds Value explains how companies can realize substantial competitive advantages and gains in financial and perceptive value if they develop a brand–centric philosophy. The book proposes a new brand framework that advocates a