Strategic Brand Management Lessons for Winning Brands in Globalized Markets

Strategic Brand Management provides a concise, flexible, and modern take on global brand management, with cutting-edge research and mini-cases and activities to engage students. The book provides readers with an innovative framework that explains the four key aspects of strategic brand management: identifying and measuring, building, leveraging, and protecting brands.

Deborah Roedder John is the Curtis L. Carlson Chair in Marketing at the Carlson School of Management, University of Minnesota. She is an expert in consumer behavior and branding, known for her research on brand extensions, brand dilution, and brand measurement. Professor John teaches courses in brand management in MBA, undergraduate, and executive-education programs.

Carlos J. Torelli is Professor of Business Administration at the University of Illinois at Urbana-Champaign. He is well known for his research on cross-cultural psychology and global branding strategies. Professor Torelli teaches courses in brand management and global branding in MBA, undergraduate, and executive-education programs across the globe.

Preface
About the Authors

PART 1. INTRODUCTION TO BRAND MANAGEMENT

Chapter 1: Importance of Brands and Brand Management
Overview
Brands as Valuable Corporate Assets
Brand Functions for Consumers
Functional Goals
Identity/Relational Goals
Signaling Goals
Brands as Enables of Cultural Conversations
Challenges Faced by Brands
Consumers
Competitors
Collaborators
Context
Strategic Brand Management
Chapter Summary
Key Terms
References

Chapter 2: The BLIP Model: A Framework for Brand Management
Overview
What is Brand Management?
Tactical Brand Management
Strategic Brand Management
Strategic Brand Management: The BLIP Model
Building Brands
Leveraging Brands
Identifying and Measuring Brands
Protecting Brands
Chapter Summary
Key Terms


PART 2. UNDERSTANDING BRANDS AND BRAND MEANINGS

Chapter 3: Brands vs. Products: Types of Brand Associations
Overview
A Multi-Faceted View of Brands
Functional Facet
Identity Building Facet
Relational Facet
Symbolic Facet
Types of Brand Associations
Attributes and Benefits
Personality
Organizations and Entities
Opinions and Attitudes
Emotions
Relationship Bonds
Iconic Meaning
Collective Identity
Chapter Summary
Key Terms
References

Chapter 4: The Cultural Meaning of Brands
Overview
What is Culture?
Manifestations of Culture
Material Objects
Social Institutions
Values and Beliefs
Cultural Symbolism of Brands
How Do Brands Acquire Cultural Meanings?
Consumer Reactions to the Cultural Meanings in Brands
Cultural Equity
Chapter Summary
Key Terms
References


PART 3. BUILDING BRANDS

Chapter 5: Establishing Brand Identity
Overview
What Does a Brand Identity Look Like?
Why is Having a Brand Identity Important?
Overview For Establishing a Brand Identity
Step 1: Determine Brand's Target and Positioning
Segmentation & Targeting
Positioning
Step 2: Generate Potential Brand Identity Elements
Consider a Wide Range of Potential Brand Identity Elements
Developing a Wide Range of Potential Brand Identity Elements
Step 3: Select Brand Identity Elements
Selecting Core Brand Identity Elements
Selecting Extended Brand Identity Elements
A Final Check on the Brand Identity
Chapter Summary
Key Terms
References

Chapter 6: Communicating Brand Identity
Overview
Key Objectives for Communicating a Brand Identity
Deciding on the Brand's Visual Identity
Memorability
Meaningfulness
Likability
Transferability
Adaptability
Proctectability
Promotion Strategies to Communicate the Brand Identity
Matching Communication Objectives and Promotional Methods
Choosing the Communication Message
Product Strategies To Communicate the Brand Identity
Channel and Pricing Strategies to Communicate the Brand Identity
Channel Strategies
Pricing Strategies
Cultural Strategies to Build an Iconic Identity
Iconic Brands vs. Identity Brands
Cultural Branding
Chapter Summary
Key Terms
References

Chapter 7: Brand Architecture
Overview
What is Brand Architecture and Why is it Important?
Types of Brand Architectures
Branded House
House of Brands
Sub-Brand
Endorsed Brand
Pros and Cons of Each Type of Brand Architecture
Branded House
House of Brands
Sub-Brands and Endorsed Brands
Strategic Role of Brands in the Portfolio
Managing a Brand Portfolio
Chapter Summary
Key Terms
References


PART 4. LEVERAGING BRANDS

Chapter 8: Options for Brand Leveraging
Overview
Why is Brand Leveraging Important?
Options for Brand Leveraging
Line Extensions
Line Extension Strategies
Line Extension Benefits
Line Extension Risks
Summary
Brand Extensions
Brand Extension Strategies
Brand Extension Benefits
Brand Extension Risks
Summary
Co-Brands
Co-Brand Stategies
Co-Brand Benefits
Co-Brand Risks
Chapter Summary
Key Terms
References

Chapter 9: Guidelines for Effective Brand Leveraging
Overview
Line Extensions
Downward Stretches
Upward Stretches
Brand Extensions
The Importance of Brand Extension Fit
Bases of Brand Extension Fit
Parent Brand Characteristics and Brand Extension Fit
Consumer Characteristics and Brand Extension Fit
Increasing Perceptions of Brand Extension Fit
Co-Brands
Does the Situation call for Co-Branding?
Selecting Co-Brand Partners
Managing Co-Brand Relationships
Chapter Summary
Key Terms
References

Chapter 10: Developing Ethnic and International Marketing
Overview
Planning an International/Ethnic Expansion
Environmental Analysis and the Cultural Context
Understanding Cultural Factors
Cultural Orientation of the New Market
The Cultural Audit
Country- or Region-of-Origin Associations
Globalness Perceptions
Embodiment of Human Values
Developing a Culturally-Relevant Brand Identity
Steps for Developing a Culturally-Relevant Brand Identity
Communicating a Culturally-Relevant Brand Identity
Visual Brand Identity
Product Adaptations
Use of Cultural Symbols in Communications
Chapter Summary
Key Terms
References


PART 5. IDENTIFYING AND MEASURING BRANDS

Chapter 11: Brand Research Overview
Overview
Traditional Brand Measures
Brand Awareness
Brand Options
Brand Preference
Brand Purchase Behavior
Contemporary Brand Measures: Brand Relationship and Identity-Based Measures
Relationship Measures
Identity-Based Measures
Chapter Summary
Key Terms
References

Chapter 12: Brand Image Measures
Overview
What Does a Brand Image Look Like?
Why is Understanding Brand Image Important?
Overview of Brand Image Research
Quantitative Brand Image Measures
Brand Attributes and Benefits
Brand Personality
Brand Values
Organizational Associations
User Imagery
Qualitative Brand Image Measures
Free Association Questions
Brand Collages
Brand Concepts Maps
Zaltman Metaphor Elicitation Technique
Data Collection Methods for Brand Image Measures
Chapter Summary
Key Terms
References


PART 6: PROTECTING BRANDS

Chapter 13: Sources of Brand Dilution
Overview
What is Brand Dilution?
Overview of Sources of Brand Dilution
Trademark Infringement
What is Trademark Infringement?
Trademark Infringement and Brand Dilution
Counterfeit Products
Private Label "Look-Alikes"
Cybersquatting
Brand Crises: Product-Harm and Ethical Crises
Product-Harm Crises and Product Recalls
Ethical Crises
Marketing Mix Decisions
Inconsistent Product Portfolios
Inconsistent Price Points
Inconsistent Distribution Channels
Inconsistent Advertising and Promotion
Excessive Sales Promotions
Brand Leveraging
Line Extensions: The Case of Downward Stretches
Brand Extensions: The Case of Inconsistent Extensions
Do Inconsistent Brand Extensions Always Cause Brand Dilution?
Social Media
Social Media and Firms
Social Media and Consumers
Chapter Summary
Key Terms
References

Chapter 14: Brand Protection Strategies
Overview
Trademark Registration and Enforcement
Trademark Registration
Trademark Enforcement
Brand Crisis Management
Brand Crisis Planning
Brand Crisis Plan Basics
Brand Guidelines
Brand Identity Description
Brand Identity and Trademark Standards
Brand Leveraging Guidelines
Brand Architecture
Social Media Monitoring and Policies
Social Media and Consumers
Social Media and Employees
Chapter Summary
Key Terms
References


PART 7: PREPARING BRAND AUDITS

Chapter 15: Conducting a Brand Audit
Overview
Conducting a Brand Audit
Brand Exploratory
Financial Performance
Consumer Perceptions and Preferences
Public Opinions
Brand Inventory
Brand Architecture and New Product Instructions
Communication, Channel, and Pricing
Brand Perception
Brand Assessment
Gaps in Brand Associations
Leveraging Opportunities
Brand Protection
Chapter Summary
Key Terms