Strategic Brand Management: Building, Measuring, and Managing Brand Equity 4th Edition

Chapter 1 Brands & Brand Management Chapter Objectives 1. Dene brand, state how brand diers from a product, and explain what brand equity is. 2. Summarize why brands are important. 3. Explain how branding applies to virtually everything. 4. Describe the main branding challenges and opportunities. 5. Identify the steps in the strategic brand management process. Overview This chapter

Chapter 10 Measuring Outcomes of Brand Equity: Capturing Market Performance Chapter Objectives 1. Recognize the multidimensionality of brand equity and the importance of multiple methods to measure it. 2. Contrast dierent comparative methods to assess brand equity. 3. Explain the basics of how conjoint analysis works. 4. Review dierent holistic methods for valuing brand equity. 5. Describe the

Chapter 11 Designing and Implementing Branding Strategies Chapter Objectives 1. Dene the key components of brand architecture. 2. Outline the guidelines for developing a good brand portfolio. 3. Assemble a basic brand hierarchy for a brand. 4. Describe how a corporate brand is di!erent from a product brand. 5. Explain the rationale behind cause marketing and green

Chapter 12 Introducing and Naming New Products and Brand Extensions Chapter Objectives 1. Dene the dierent types of brand extensions. 2. List the main advantages and disadvantages of brand extensions. 3. Summarize how consumers evaluate extensions and how extensions contribute to parent brand equity. 4. Outline the key assumptions and success criteria for brand extensions. Overview This chapter considers

Chapter 13 Managing Brands Over Time Chapter Objectives 1. Understand the important considerations in brand reinforcement. 2. Describe the range of brand revitalization options to a company. 3. Outline the various strategies to improve brand awareness and brand image. 4. De ne the key steps in managing a brand crisis. Overview The health and well-being of a brand

Chapter 14 Managing Brands Over Geographical Boundaries and Market Segments Chapter Objectives 1. Understand the rationale for developing a global brand. 2. Outline the main advantages and disadvantages of developing a standardized global marketing program. 3. Dene the strategic steps in developing a global brand positioning. 4. Describe some of the unique characteristics of brand building in

Chapter 15 Closing Observations Chapter Objectives 1. Understand the six future brand imperatives. 2. Identify the ten criteria for the brand report card. 3. Outline the seven deadly sins of brand management. Overview The nal chapter of the book summarizes the customer-based brand equity framework; reviews guidelines for building, measuring, and managing brand equity described in earlier

Chapter 2 Customer-Based Brand Equity and Brand Positioning Learning Objectives 1. Dene customer-based brand equity. 2. Outline the sources and outcomes of customer-based brand equity. 3. Identify the four components of brand positioning. 4. Describe the guidelines in developing a good brand positioning. 5. Explain brand mantra and how it should be developed. Overview This chapter denes the concept

Chapter 3 Brand Resonance and the Brand Value Chain Chapter Objectives 1. Dene brand resonance. 2. Describe the steps in building brand resonance. 3. Dene the brand value chain. 4. Identify the stages in the brand value chain. 5. Contrast brand equity and customer equity. Overview This chapter deals in greater detail with two interlinking models, which, along with the

Chapter 4 Choosing Elements to Build Brand Equity Chapter Objectives 1. Identify the dierent types of brand elements. 2. List the general criteria for choosing brand elements. 3. Describe key tactics in choosing dierent brand elements. 4. Explain the rationale for mixing and matching brand elements. 5. Highlight some of the legal issues surrounding brand elements. Overview Chapter 4

Chapter 5 Designing Marketing Programs to Build Brand Equity Chapter Objectives 1. Identify some of the new perspectives and developments in marketing. 2. Describe how marketers enhance product experience. 3. Explain the rationale for value pricing. 4. List some of the direct and indirect channel options. 5. Summarize the reasons for the growth in private labels. Overview This chapter

Chapter 6 Integrating Marketing Communications to Build Brand Equity Chapter Objectives 1. Describe some of the changes in the new media environment. 2. Outline the major marketing communication options. 3. Describe some of the key tactical issues in evaluating dierent communication options. 4. Identify the choice criteria in developing an integrated marketing communication program. 5. Explain the

Chapter 7 Leveraging Secondary Brand Associations to Build Brand Equity Chapter Objectives 1. Outline the eight main ways to leverage secondary associations. 2. Explain the process by which a brand can leverage secondary associations. 3. Describe some of the key tactical issues in leveraging secondary associations from di erent entities. Overview This chapter addresses the way in which

Chapter 8 Developing a Brand Equity Measurement & Management System Chapter Objectives 1. Describe the new accountability in terms of ROMI. 2. Outline the two steps in conducting a brand audit. 3. Describe how to design, conduct, and interpret a tracking study. 4. Identify the steps in implementing a brand equity management system. Overview If managers are to develop

Chapter 9 Measuring Sources of Brand Equity: Capturing Customer Mind-Set Chapter Objectives 1. Describe eective qualitative research techniques for tapping into consumer brand knowledge. 2. Identify eective quantitative research techniques for measuring brand awareness, image, responses, and relationships. 3. Pro"le and contrast some popular brand equity models. Overview To measure sources of brand equity, brand managers must understand