Strategic Brand Management
Strategic Brand Management—Building, Measuring, And Managing Brand Equity, 5e, deals with the importance of brands, their meaning to consumers, and how they can be managed properly. This book aims to provide a comprehensive and up-to-date treatment of the subjects of brands, brand equity, and strategic brand management—the design and implementation of marketing programs and activities to build, measure, and manage brand equity, with emphasis on customer-based brand equity.
All new and updated, this edition provides a fresh look at branding paradigms and practices from digital perspective while retaining the relevance of traditional brand management. A new chapter—“Branding in the Digital Era”— talks of the provides a comprehensive overview of the major digital channels, and discusses their pros and cons. The concepts and techniques to improve the long-term profitability of their brand strategies are discussed in light of the current thinking and developments from both academics and industry participants, making the content relevant for both students of business management as well as practicing managers.
The book entails examples of global brands—Amazon, Google, Apple, Mountain Dew and Harley Davidson—and also focuses on leading Indian brands and their strategies. Examples of brand stories like Amul, Dabur, HCL Laptops, Fastrack, Mahindra Scorpio, Old Monk, and Royal Enfield reveal the brand dynamics of these established names in the consumer world. In addition, cases of brand building strategies that added to the growth story of new brands—Yoga Bar, Bira, D Décor, Lenskart, and Paytm—provides new perspectives to ever-evolving brand strategies.
New topics like Attribution modeling, Social listening, Influencer marketing, Online brand engagement, Netnography, Digital platform brands, Digital native vertical brands, Marketing to bicultural consumers and Managing brand crises in the social media era have been included to keep the reader abreast of the latest happening in the branding world.
Highlights of the book
- Comprehensive and up-do-date content
- New chapter on digital perspective in brand management
- Branding from the standpoint of the consumer—customer-based brand equity
- New examples of brand timeline and transformation of innovative brands—new and established
- Indian brand stories
- New topics on branding avenues—Influencer marketing, Social Media crisis, Digital native brands, etc.
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Table of Content
PART I Opening Perspectives
CHAPTER 1 Brands and Brand Management
PART II Developing a Brand Strategy
CHAPTER 2 Customer-Based Brand Equity and Brand Positioning
CHAPTER 3 Brand Resonance and the Brand Value Chain
PART III Designing and Implementing Brand Marketing Programs
CHAPTER 4 Choosing Brand Elements to Build Brand Equity
CHAPTER 5 Designing Marketing Programs to Build Brand Equity
CHAPTER 6 Integrating Marketing Communications to Build Brand Equity
CHAPTER 7 Branding in the Digital Era
Chapter 8 Leveraging Secondary Brand Associations to Build Brand Equity
PART IV Measuring And Interpreting Brand Performance
Chapter 9 Developing a Brand Equity Measurement and Management
System
Chapter 10 Measuring Sources of Brand Equity: Capturing Customer
Mind-Set
Chapter 11 Measuring Outcomes of Brand Equity: Capturing Market
Performance
PART V Growing and Sustaining Brand Equity
Chapter 12 Designing and Implementing Brand Architecture Strategies
Chapter 13 Introducing and Naming New Products and Brand Extensions
Chapter 14 Managing Brands Over Time
Chapter 15 Managing Brands Over Geographic Boundaries and Market Segments
PART VI Closing Perspectives
Chapter 16 Closing Observations
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Salient Features
Carefully curated content with whole new chapter titled ‘ Branding in digital Era' that provides a comprehensive overview of the major digital channel.
Some of the Indian brands Examples and cases discussed in this edition are: Amul, Apollo Pharmacy, Bira, Chik Shampoo, Dabur, D'decor, HCL Laptops, Fasttrack, Lenskart, Mahindra Scorpio, Old Monk, Paytm, Reliance Jio, Royal Enfield, Santoor, Shoppers Stop, Yoga Bar.
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