Description
As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker’s book, Managing Brand Equity, managers discovered the value of a brand as a strategic asset and a company’s primary source of competitve advantage. Now, in this compelling new work, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald’s, and others to demonstrate how strong brands have been created and managed. CONTENTS Preface 1. What is a Strong Brand? The Kodak Story What Is Brand Equity? Brand Awareness Perceived Quality Brand Loyalty Brand Associations Objectives of the Book Building Strong Brands Why Is It Hard? 2. The Saturn Story Saturn — A Strong Brand? How Saturn Built a Brand Challenges Facing Saturn and General Motors 3. The Brand Identity System What Is Brand Identity? Brand Identity Traps Four Brand Identity Perspectives The Identity Structure Providing a Value Proposition Providing Credibility The Bottom Line: A Brand-Customer Relationship Working with Multiple Brand Identities 4. Organizational Associations The Body Shop Story The Story of Branding in Japan The Brand as Organization Organizational Associations How Organizational Associations Work 5. Brand Personality The Harley-Davidson Story Measuring Brand Personality How a Brand Personality is Created Why Use Brand Personality? The Self-Expression Model The Relationship Basis Model The Functional Benefit Representation Model Brand Personality versus User Imagery Brand Personality as a Sustainable Advantage 6. Identity Implementation The Brand Position Achieving Brilliance in Execution Tracking A Strategic Brand Analysis The Power of Brand Identity and Position 7. Brand Strategies Over Time The General Electric Story The Smirnoff Story Why Change Identities, Positions or Executions? Why Consistency (If Done Well) is Better Consistency Over Time: Why Is It Hard? The Search for the Fountain of Youth 8. Managing Brand Systems Toward a System of Brands Driver Roles The Endorser Role Strategic Brands Subbrand Roles Branding Benefits Silver Bullets How Many Brands? 9. Leveraging the Brand The Healthy Choice Story The Kingsford Charcoal Story Line Extensions Moving the Brand Down Moving a Brand Up Brand Extension Decisions Creating Range Brands Co-Branding The Brand Systems Audit 10. Measuring Brand Equity Across Products & Markets Young & Rubicam’s Brand-Asset Valuator Total Research’s EquiTrend Interbrand’s Top Brands Why Measure Brand Equity Across Products and Markets? The Brand Equity Ten Loyalty Measures Perceived Quality and Leadership Measures Associations/Differentiation Measures Awareness Measures Market Behavior Measures Toward a Single Value of Brand Equity Adapting the Measures to a Brand’s Context 11. Organizing for Brand Building Brand-Building Imperatives Adapting the Organization for Brand Building The Role of the Agency A Parting Word Notes Index About the Author
