Preface xvii Acknowledgments xxiii Part I Understanding the Importance of Brand 1 1 Competitive Success 3 Preview 3 Historical Snapshot 4 Strategic Overview 6 B2C and B2B Companies 6 Product versus Brand 6 Product 6 Brand definitions 7 Expanded brand definitions 10 Competitive Arenas 12 Global 12 Regional 13 National 13 Local 13 Niche 14 New Brand Definition 15 Brand Value and Brand Equity Introduction 16 Tactical Overview 17 Why Branding is Important 17 Five Levels of Branding 18 Implications 20 Brand Sustainability 20 Measurement 21 Awareness 21 Brand Scorecards 23 Brand Assets 23 Brand Liabilities 23 Summary 25 Discussion Questions 26 Case Briefs 26 2 Brand Value 31 Preview 31 Brand Equity and Brand Value Revisited 32 Brand Building to Create Brand Value 33 Dimensions of Brand Value 34 Trusted Reputation 34 Touchpoints 35 Tangible Touchpoints 35 Intangible Touchpoints 35 Organizational 36 Societal Relevance 37 Individual Value 38 Corporate Social Responsibility 39 Financial 41 Understanding and Measuring Brand Value 42 Simplified Brand Valuation 42 MacInnis and Park Brand Equity Methodology 42 Formal Brand Valuation 44 BrandFinance Brand Valuation Methodology 44 Interbrand Brand Valuation Methodology 48 Differences in Brand Value Results 50 Consumer-Based Brand Equity 51 The Young & Rubicam Brand Asset(r) Valuator 51 MillwardBrown BrandDynamics(t) Pyramid 52 Measurement 53 Customer Brand Value 53 Summary 54 Discussion Questions 55 3 Brand Portfolios and Architecture 59 Preview 59 Brand Portfolios 60 What is Brand Architecture? 61 Brand Relationship Spectrum 62 Branded House 62 Sub-Brands 63 House of Brands 64 Endorsed Brands 65 Overlap 66 Brand Hierarchy 67 Corporate/Company Brand 68 Family Brand 69 Individual Brand 70 Modifiers 71 Brand Relationship Spectrum and Brand Hierarchy 73 Similarities 73 Differences 73 Which is Better? 73 Building Brand Strength 73 Line Extensions 74 Stretching a Brand Vertically 76 Brand Extensions 78 Cobranding 79 Associations 81 Focal 82 Superordinate 82 Subordinate 82 Associations as Touchpoints 82 Measurement 83 Brand Contribution and Review Analysis 83 Impact on Brand Architecture 86 Summary 86 Discussion Questions 87 Part II New Brand Frameworks 93 4 The New Brand Building Framework: Destiny-Distinction-Culture-Experiences (DDCE) 95 Preview 95 New Brand Framework 96 Understanding the Big Picture 96 Brand Framework Elements 97 Destiny 98 Distinction 100 Culture 101 Experiences 101 Using the DDCE Framework 104 Relationship to Brand Value, Customer Equity, Purpose Brands 110 Measurement 113 Market Share 113 Relative Market Share 114 Brand Development Index 115 Category Development Index 115 Customer Lifetime Value 116 Approach 1 116 Approach 2 117 Summary 118 Discussion Questions 118 5 Brand Destiny 121 Preview 121 Destiny 122 Four Subcomponents of Successful Brand Destiny 123 Ultimate Dream 123 Aspiration 124 Vision 126 Creating Value 130 Contribution and Impact 130 Competencies and Skills 130 Values 131 Living the Values 132 Personality 135 Actions 136 Intellect 136 Emotions 137 Instincts 138 Authenticity 138 Measurement 140 Destiny Diagnostic 140 Summary 142 Discussion Questions 144 6 Brand Distinction 147 Preview 147 Brand Distinction's Role in the Firm 148 Four Subcomponents of Successful Brand Distinction 148 Heritage 149 Uniqueness 150 Precedents 150 Core Competences 151 Context 152 Customers 153 Company 153 Competitors 153 Collaborators 153 Conditions 154 Goals 157 Growth Strategies 158 Brand Distinction as Inspiration 163 Positioning 164 Measurement 166 Market Growth 167 Share of Wallet/Share of Customer 167 Market Penetration 168 Summary 170 Discussion Questions 170 7 Brand Culture 173 Preview 173 Brand Culture 174 Brand Management and Senior Management 177 Four Subcomponents of Successful Brand Cultures 179 Competencies 180 Behaviors 182 The Five Ambassadors 182 Organization 189 Decision-Making Process 192 Clear Roles and Responsibilities 192 Active Coordination 193 Problem Solving, Not Finger Pointing 193 Humanistic, Not Mechanistic 194 Social Fabric 195 Internal Branding 196 Five Es of Internal Branding 197 Educate 198 Exchange 198 Excite 199 Engage 199 Exemplify 200 Managing the Brand Throughout the Company 200 Strengths 200 Consistent Brand Image 200 Common Marketing Plans and Activities 201 Leverage Budgets Effectively 201 Challenges 201 Brand Culture Interactivity 204 Measurement 206 Recruiting 206 Sales/Profits per Employee 207 Turnover Rate 208 Summary 210 Discussion Questions 210 8 Overview of Brand Experiences 215 Preview 216 What are Experiences? 216 Four Subcomponents of Successful Brand Experiences 216 An Experience Mandate 217 Senior Management 218 Marketing 218 Product 219 Support 219 Human Resources 220 Finance 220 Sales 220 Partners 221 Front Lines 221 Experiential Marketing 221 Sense 221 Feel 222 Think 222 Act 222 Relate 222 The Importance of Being Special 223 The Importance of Creativity 224 The Importance of Engaging and Relating 228 Whole Brain Not Half Brain 230 Applicable to All? 230 Measurement 231 Snapshot Surveys 231 Objective Scoring 231 Detailed Questionnaires 231 Direct Observation 231 Summary 232 Discussion Questions 232 9 Brand Experiences: Customers and Solutions 235 Preview 235 Customers 236 Segmentation, Targeting, Positioning (STP) 237 Segmentation 238 Targeting 246 Positioning 248 Customer Cycle and Brand Growth 252 Brand Lifecycle and Marketing Changes 256 Solutions 258 Brand-Product Relationship 259 Product Taxonomy 260 Brand-Product Combinations 260 Product 261 Marketing and Product Development 262 Specialty 263 Status Quo 264 Keeping Growth Strong 264 Price 265 Cost 266 Pricing Strategies 266 Brand Pricing Criteria 268 Pricing and the Lifecycle 269 Measurement 271 Customer Measures 272 Per Customer Acquisition Costs 272 Retention Rate 273 Segment Profitability 274 Pricing Measures 275 Mark-up Price 276 Summary 277 Discussion Questions 278 10 Brand Experiences: Marketing Communications and Environment 283 Preview 284 Marketing Communications 284 Objectives 287 Modes, Implementation, Measurement 287 Traditional Marketing 288 Traditional Marketing Characteristics 289 Traditional Marketing Communications 289 Traditional Marketing Tools 289 Television Advertising 289 Radio 290 Sales Promotion 291 Print 291 Direct Marketing 292 Team and/or Event Sponsorship 292 Event/Trade Show Booth 293 Sales/Business Development 294 Public Relations 295 Hospitality/VIP Venues 295 Outdoor Advertising 295 Traditional Marketing Brand Planning 297 Traditional Marketing Costs 299 Nontraditional Marketing (NT Marketing) 300 Nontraditional Marketing Characteristics 300 Nontraditional Marketing Communications 301 Nontraditional Marketing Tools 302 Multimedia 302 Web 303 Search 304 Banners 305 Interstitial 305 Blogs 306 Podcasts 307 Social Media and Web 2.0 307 Mobile 308 Customer Relationship Management (CRM) 309 Business Intelligence/Analytics 309 Personalization 310 Email Marketing 311 Permission Marketing 311 Partnerships 312 Nontraditional Marketing Brand Planning 312 Nontraditional Marketing Costs 313 Nontraditional Marketing Growth 314 Mobile 315 Blogs 317 Podcasts 317 Social Media 317 IMC Trends 318 Impact on Consumer Decision-Making 320 Communication Effectiveness 322 Creative Execution 323 Creative Challenges: Getting the Point Across 323 Message 326 Message Guidelines 327 Imagery 328 Brand Lifecycle 331 Environment 332 Implications for Brands 332 Environment Factors in Creating Successful Brand Experiences 332 Hire Right People 333 Innovation and Creativity 334 Channel Design 335 Authenticity and Integrity 341 Measurement 343 Marketing Communications Measures 344 Ad-to-Sales Ratio 344 Response Rate 345 Conversion Rate 345 Share of Voice 346 Cost per Thousand 347 Cost per Click 347 Cost per Order 348 Environment Measures 348 Experiential Marketing 349 Summary 350 Discussion Questions 351 Case Brief 352 Part III Brand Leadership 361 11 Brand Leadership: Senior Management, Team, Planning, Mapping 363 Preview 363 Senior Management 364 Team 365 Team Capabilities 365 Business/Brand Strategy (and Likely Team Leader) 365 Category Management 365 Product Management 366 Creative Management 366 Marketing Communications 367 Marketing Research 367 Business Development 367 Team Needs 367 Strategic Insight 367 Brand Ownership (Who is Responsible/Accountable?) 367 Customer Proximity 368 Tactical Management/Execution 368 Expertise/Specialists 369 Alignment and Collaboration 369 Measurement/Review/Adjustment 369 Planning 369 Principles 369 Brand Planning Framework 370 Brand Plan 371 Overview 371 Brand Analysis 372 Financial Analysis 374 Mapping 374 Brand Touchpoints Map 374 Customer Experience Journey Map 377 Measurement 382 Summary 382 Discussion Questions 382 Index 385
