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Full Description
Since the 1980s, brands and the management of brands have attracted an enormous amount of interest. Companies became acutely aware of how their brand image could mean the difference between success and failure. Brand Management: A theoretical and practical approach gives insight into this phenomenon, moving from the history of the brand to how to develop, manage and protect brands.
Brand Management: A theoretical and practical approach
takes a decision-making approach to the subject, structured around the decisions a brand or product manager would face when considering their own brand strategy, covering topics such as design, judicial protection, adverse publicity and financial-brand valuation.
Contents
1 The history of the brand
1.1 - The brand before 1870
1.2 - The development of the manufacturer-owned brand
1.3 - The development of the distributor-owned brand
1.4 - The awareness of the value of brands
1.5 - Recent developments 2 The choice for a brand strategy
2.1 - The applicability of a brand strategy
2.2 - Possible advantages of a brand strategy
3 Analysis of the branded article
3.1 - The four building blocks of the branded article
3.2 - The hierarchy of attributes
3.3 - The relative importance of intrinsic and extrinsic attributes
4 Giving meaning to the brand
4.1 - Intended meaning of the brand
4.2 - Brand images
4.3 - Brand-added value
5 Two routes of brand development
5.1 - Criteria for the choice of a route for brand development
5.2 - The two different roles of brand name and packaging
5.3 - Instruments of brand development for the low-budget route
5.4 - Phases in the high-budget route of brand development
6 The brand name as central pivot
6.1 - Three brand-name strategies
6.2 - Considerations in the choice of a brand name
6.3 - A classification of brand names
6.4 - The brand-name development trajectory
6.5 - Changes in brand names
7 The role of design in brand development
7.1 - Design as an instrument
7.2 - Classification and effects of design
7.3 - Brand attributes in which design plays a role
7.4 - Shape and colour
7.5 - The design development trajectory
7.6 - Reasons for design change
8 The role of advertising and internet
8.1 - Advertising as an instrument in the marketing-communication mix
8.2 - Two forms of advertising execution
8.3 - The mechanism of advertising
8.4 - Operational aspects of advertising
8.5 - Brands on internet
9 Legal protection of brands
9.1 - The trademark concept
9.2 - Community Trademark registration
9.3 - Trademark infringement
9.4 - Distinguishing capacity and expiration of rights
10 From branded article to brand portfolio
10.1 - The exploitation of one brand
10.2 - Advantages of the exploitation of several brands
10.3 - Four types of brands in a brand portfolio
10.4 - Building and rationalising a brand portfolio
10.5 - International aspects
11 Capitalisation on a successful brand
11.1 - Extension strategy
11.2 - Endorsement strategy
11.3 - Extension versus endorsement strategy
12 Critical success factors in brand damage
12.1 - Brand damage: from incident to crisis
12.2 - Influence of market-, product-, and brand-related factors
12.3 - Influence of organisation- and reaction-related factors
12.4 - Possible consequences of crises
13 The value of a brand for the company
13.1 - Brand equity
13.2 - Components of brand equity
13.3 - Financial-brand valuation
Appendix 1: Price strategies and corresponding methods of pricing
Appendix 2: The Rokeach Value Survey (RVS)
Appendix 3: Criteria for various brand strategies
Appendix 4: International schedule of classes of goods and services for the registration of brands
Appendix 5: Guidelines product-recall advertisementLiterature
Author index
Brand- and company name index
Index of terms
About the authors
