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Global Brand Power: Leveraging Branding for Long-Term Growth

Book Description

Today, brands have become even more important than the products they represent: their stories travel with lightning speed through social media and the Internet and across countries and diverse cultures. A brand must be elastic enough to allow for reasonable category and product-line extensions, flexible enough to change with dynamic market conditions, consistent enough so that consumers who travel physically or virtually won’t be confused, and focused enough to provide clear differentiation from the competition. Strong brands are more than globally recognizable; they are critical assets that can make a significant contribution to your company’s bottom line.

In Global Brand Power, Kahn brings brand management into the 21st century, addressing how branding contributes to the purchase process and how to position a strong global brand, from identifying the appropriate competitive set, offering a sustainable differential advantage, and targeting the right strategic segment. This essential guide also covers how customer ownership of your brand affects marketing strategy, methods for assessing brand value, how to manage a brand for long-term profitability, effective brand communications and repositioning strategies, and how to manage a brand in a world of total transparency—where one slip-up can go around the world via social media instantaneously.

Filled with stories about how Coca-Cola, The Estée Lauder Companies Inc., Marriott, Apple, Starbucks, Campbell Soup Company, Southwest Airlines, and celebrities like Lady Gaga are leveraging their brands, Global Brand Power is the only book you will need to implement an effective brand strategy for your firm.

Table of Contents

  1. Global Brand Power
    1. Contents
    2. Introduction
      1. Moving from Product-Focused to Customer-Focused Brands
      2. Customers Own the Brand
      3. Understanding Brand Equity
    3. Chapter 1. A Brand’s Role in the Four Stages of the Purchase Process
      1. Living Stage: Awareness of a Need
        1. Brands themselves can trigger a need
        2. Strong global brands have high awareness
        3. Brands must grab customers’ attention
      2. Planning Stage: Creation of Interest About Considered Brands
        1. Customers’ memory for brands is shaped by expectations
        2. Brand schemas are sets of brand associations in memory
        3. Strong brands have clear images
      3. Shopping Stage: Desire for the Right Branded Product
        1. Emotional reactions to brands
        2. The critical role of trust
      4. Experiencing Stage: Purchase and Repurchase
        1. Customers’ relationships with brands
        2. Credit or blame after the purchase
      5. Stirring the Soup at Campbell
    4. Chapter 2. Experiential Positioning of a Brand
      1. Strong Global Brands Are Uniquely Positioned
        1. Identifying the appropriate competitive set
        2. Offering a sustainable competitive differential advantage
        3. Targeting the appropriate strategic segment
      2. Positioning Requires Making Choices
      3. Positioning Requires Choosing a Relevant and Desirable Advantage
      4. 21st-Century Global Brand Positioning Is Experiential
        1. Brand personalities
        2. Multisensory, emotional, and social positioning
      5. Going Deep with Origins
    5. Chapter 3. Qualitative Measurement of Brand Value
      1. Zaltman Metaphor Elicitation Technique
        1. Universal deep metaphors
        2. ZMET interview
      2. Laddering
      3. Implicit Association Test
      4. Ethnography
        1. Features of ethnographic research
      5. Messy Data, Valuable Insights
    6. Chapter 4. Quantitative Methods for Assessing Brand Value
      1. Customer-Based Evaluations of Brand Effectiveness
        1. Brand awareness
        2. Brand attitudes
        3. Brand loyalty
        4. Brand ambassadors—brand referral
        5. Using these measures to diagnose the problem
      2. Brand Valuation Measurement
        1. Cost approaches
        2. Income approach
      3. Market Value/Shareholder Value
        1. Interbrand model
        2. BrandAsset Valuator (BAV) model
      4. Using Quantitative Measurement to Guide Action
    7. Chapter 5. Management of Brands
      1. Brand Extensions
        1. Advantages and disadvantages of brand extension
        2. The issue of fit
      2. Benefits of Licensing
        1. Advantages for the licensee
        2. Concerns over too much licensing
      3. Brand Architecture: Strategic Systems of Brands
        1. House of brands versus branded house
        2. Mergers and acquisitions
      4. Protecting Value
    8. Chapter 6. Effective Brand Communications and Repositioning Strategies
      1. Brand Names
        1. Criteria to consider
        2. Other brand elements
        3. Color
      2. Use of Celebrities with Brands
      3. Cause Marketing
      4. Repositioning a Brand
        1. Using brand elements to communicate strategy
    9. Conclusion
    10. Resources
      1. Books
      2. Articles
    11. About the Author
    12. About the Wharton Executive Essentials Series
    13. About Wharton Digital Press
    14. About The Wharton School
    15. WHARTON ON MARKETING
    16. © 2013 by Barbara E. Kahn