Strategic Brand Management

Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. He is also the co-author with Philip Kotler of the all-time best selling introductory marketing textbook, 'Marketing Management.'Dr Tony Apéria is Visiting Professor at Jönköping International Business School in Sweden. Dr Apéria has a background in industry and he has more than 20 years' experience from the marketing and branding field.Mats Georgson leads the brand consultancy firm Georgson & Co based in Stockholm, Sweden. He has worked with a multitude of major international brands, including the role of the global brand director of Sony Ericsson. He is also an Assistant Professor at Stockholm University.

• Table of Contents Guided tour Preface About the authors Authors' acknowledgements Publisher's acknowledgements Brands and brand management PreviewWhat is a brand?Why do brands matter?Can anything be branded?What are the strongest brands?Branding challenges and opportunitiesThe brand equity conceptStrategic brand management processChapter reviewDiscussion questionsReferences and notes Customer-based brand equity PreviewCustomer-based brand equityMaking a brand strong: brand knowledgeSources of brand equityFour steps to building a brandBrand building blocksCreating brand valueChapter reviewDiscussion questionsReferences and notes Brand positioning PreviewIdentifying and establishing brand positioningPositioning guidelinesDefining and establishing brand mantrasChapter reviewDiscussion questionsReferences and notes Choosing brand elements to build brand equity PreviewCriteria for choosing brand elementsOptions and tactics for brand elementsPutting it all togetherChapter reviewDiscussion questionsReferences and notes Designing marketing campaigns to build brand equity PreviewNew perspectives on marketingProduct strategyPricing strategyChannel strategyChapter reviewDiscussion questionsReferences and notes Integrating marketing campaigns to build brand equity PreviewNew mediaOverview of marketing communication optionsDeveloping integrated marketing communication campaignsChapter reviewDiscussion questionsReferences and notes Using secondary brand associations to build brand equity PreviewConceptualising the processCompanyCountry of origin and other geographical areasChannels of distributionCo-brandingLicensingCelebrity endorsementSporting, cultural and other eventsThird-party sourcesChapter reviewDiscussion questionsReferences and notes Developing a brand equity measurement and management system PreviewThe new accountabilityThe brand value chainBrand auditsDesigning brand tracking studiesEstablishing a brand equity management systemChapter reviewDiscussion questionsReferences and notes Measuring sources of brand equity: capturing the customer mindset PreviewQualitative research techniquesZaltman Metaphor Elicitation TechniqueQuantitative researchtechniquesComprehensive models of consumer-based equityChapter reviewDiscussion questionsReferences and notes Measuring outcomes of brand equity: capturing market performance PreviewComparative methodsHolistic methods Chapter reviewDiscussion questionsReferences and notes Designing and implementing branding strategies PreviewBrand architectureBrand hierarchyDesigning a branding strategyUsing cause marketing to build brand equityChapter reviewDiscussion questionsReferences and notes Introducing and naming products and brand extensions PreviewNew products and brand extensionsAdvantages of extensionsDisadvantages of brand extensionsUnder