Brand Management

Reviewers comments: "This has got to be one of the most comprehensive publications on branding ever produced. There is nothing like it in terms of subject breadth and depth. It is a must for undergraduates studying specialist marketing degrees or postgraduates and higher degree students", Richard West, consultant and Visiting Lecturer, Westminster Business School, University of Westminster. "The text is packed full of up to date material including numerous cases on individual companies that reflect contemporary practice and this adds credence to much of the theory", Geoff Lancaster, Professor of Marketing, University of North London, Chairman Durham Associates Group Ltd, Castle Eden and Chief Examiner, Institute of Sales and Marketing Management.Brand Management: A theoretical and practical approachshould be of particular interest to both undergraduate and postgraduate students studying for a general marketing qualification as well as those specialising in Brand Management, Product Branding or Corporate Image/Branding. It will also be of benefit to marketing and advertising practitioners and CIM students.Rik Riezebos is Managing Consultant of Brand Capital (Rotterdam). He is also Director of the Erasmus Brand Management Centre, a knowledge centre of Erasmus University, Rotterdam and has been affiliated with Erasmus University since 1987.

• 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 strategy2.1 - The applicability of a brand strategy2.2 - Possible advantages of a brand strategy3 Analysis of the branded article3.1 - The four building blocks of the branded article3.2 - The hierarchy of attributes3.3 - The relative importance of intrinsic and extrinsic attributes4 Giving meaning to the brand4.1 - Intended meaning of the brand4.2 - Brand images4.3 - Brand-added value5 Two routes of brand development5.1 - Criteria for the choice of a route for brand development5.2 - The two different roles of brand name and packaging5.3 - Instruments of brand development for the low-budget route5.4 - Phases in the high-budget route of brand development6 The brand name as central pivot6.1 - Three brand-name strategies6.2 - Considerations in the choice of a brand name6.3 - A classification of brand names6.4 - The brand-name development trajectory6.5 - Changes in brand names7 The role of design in brand development7.1 - Design as an instrument7.2 - Classification and effects of design7.3 - Brand attributes in which design plays a role7.4 - Shape and colour7.5 - The design development trajectory7.6 - Reasons for design change8 The role of advertising and internet8.1 - Advertising as an instrument in the marketing-communication mix8.2 - Two forms of advertising execution8.3 - The mechanism of advertising8.4 - Operational aspects of advertising8.5 – Brands on internet9 Legal protection of brands9.1 – The trademark concept9.2 – Community Trademark registration9.3 – Trademark infringement9.4 – Distinguishing capacity and expiration of rights10 From branded article to brand portfolio10.1 - The exploitation of one brand10.2 - Advantages of the exploitation of several brands10.3 - Four types of brands in a brand portfolio10.4 - Building and rationalising a brand portfolio10.5 – International aspects11 Capitalisation on a successful brand11.1 - Extension strategy11.2 - Endorsement strategy11.3 - Extension versus endorsement strategy12 Critical success factors in brand damage12.1 - Brand damage: from incident to crisis12.2 - Influence of market-, product-, and brand-related factors12.3 - Influence of organisation- and reaction-related factors12.4 - Possible consequences of crises13 The value of a brand for the company13.1 - Brand equity13.2 - Components of brand equity13.3 – Financial-brand valuationAppendix 1: Price strategies and corresponding methods of pricingAppendix 2: The Rokeach Value Survey (RVS)Appendix 3: Criteria for various brand strategiesAppendix 4: International schedule of classes of goods and services for the registration of brandsAppendix 5: Guidelines product-recall advertisementLiteratureAuthor indexBrand- and company name indexIndex of termsAbout the authors