Building brand value : five steps to building powerful brands

✍ Scribed by M. G. Parameswaran

• Publisher: Tata McGraw-Hill
• Year: 2006
• Tongue: English
• Leaves: 404
• Category: Library

✦ Table of Contents

Cover
Contentes
1. Building Brand Value: Introduction
1.1 Brand
1.2 Brand Performance Indicators
1.3 Branding = Marketing
1.4 Brand vs Product
1.5 Criteria for Brand Success
1.6 The Role of Brands
1.7 Brand Hierarchy
1.8 Challenges to Brand Builders
1.9 Building Brand Value
1.10 Book Structure
2. Brand Building Pentagon: Five Steps
2.1 Brand Building
2.2 David Arnold’s Brand Management Process
2.3 Kevin Lane Keller’s Strategic Brand Management Process
2.4 David Aaker’s Brand Building Guidelines
2.5 Jean-Noel Kapferer’s Brand Programme
2.6 Brand Building Issues
2.7 Brand Building Pentagon
3. Brand Appraisal: Step One of Brand Building Pentagon
3.1 Brand Appraisal?Exploration
3.2 Market Analysis
3.3 Consumer Analysis
3.4 Competitive Analysis
3.5 Competency Analysis
3.6 Socio-economic Analysis
3.7 Brand Appraisal-Summary
4. Brand Definition: Step Two of Brand Building Pentagon
4.1 Brand Definition
4.2 Brand Reasons
4.3 Brand Positioning
4.4 Brand Personality and Brand Image
4.5 Brand Mapping
4.6 Brand Definition-Summary
5. Brand Articulation: Step Three of Brand Building Pentagon
5.1 Brand Articulation
5.2 Brand Identity
5.3 Brand Communication
5.4 Brand Service
5.5 Brand Articulation-Summary
6. Brand Measurement: Step Four of Brand Building Pentagon
6.1 Brand Measurement
6.2 Brand Dashboard
6.3 Brand Track
6.4 Brand Audit
6.5 Brand Measurement-Summary
7. Brand Expansion: Step Five of Brand Building Pentagon
7.1 Brand Expansion
7.2 Brand Extension?Expanded
7.3 Brand Naming Structure
7.4 Brand Portfolio Management
7.5 Brand Valuation
7.6 Brand Expansion-Summary
8. Brand Execution: Getting it All Together
8.1 Brand Execution
8.2 Product Offer
8.3 Price Offer
8.4 Place Offer
8.5 Promotion Offer
8.6 Packaging Offer
8.7 Profit and Loss
8.8 People Factor
8.9 Brand Execution-Summary
Appendix I
Market Analysis
Consumer Analysis
Competitive Analysis
Competency Analysis
Socio-economic Analysis
Brand Reasons
Brand Positioning
Brand Personality & Brand Image
Brand Mapping
Brand Identity
Brand Communication
Brand Dashboard
Brand Track
Brand Audit
Brand Extension
Brand Naming Structure
Brand Portfolio Management
Brand Valuation
Product
Price
Place
Promotion
Packaging
Profit and Loss
People (Insiders)
Appendix II—Applying the Brand Building Pentagon
What is the Commodity and Company?
What Factors Make it a Potentially Suitable Commodity for Branding?
The Process of Branding the “Comb”
Brand Appraisal
Brand Definition
Brand Articulation
Brand Measurement
Brand Expansion
Brand Appraisal
Brand Definition
Brand Articulation
Benefits of Branding
Appendix III—Suggested Readings
Corporate Strategy
Marketing
Advertising
Marketing Research
Consumer Behaviour
Branding
Online Brand Management Resources
Appendix IV—Secondary Data Sources
Census
NRS
Household Panels
TAM
Retail Sales Audit
Pharma Audit
Prescription Audit
Durable Audit
NCAER Survey of Households
CMIE
Statistical Outline of India
IDC Sales Reports
Advertising Expenditure
Association Reports
Glossary
Index