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Brand Leadership Building Assets in an Information Economy

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Beschreibung

Produktdetails

Einband

Taschenbuch

Erscheinungsdatum

27.04.2009

Abbildungen

black & white illustrations

Verlag

HarperCollins

Seitenzahl

368

Maße (L/B/H)

22,9/15,2/2,2 cm

Gewicht

597 g

Sprache

Englisch

ISBN

978-1-4391-7291-9

Beschreibung

Produktdetails

Einband

Taschenbuch

Erscheinungsdatum

27.04.2009

Abbildungen

black & white illustrations

Verlag

HarperCollins

Seitenzahl

368

Maße (L/B/H)

22,9/15,2/2,2 cm

Gewicht

597 g

Sprache

Englisch

ISBN

978-1-4391-7291-9

Herstelleradresse

Libri GmbH
Europaallee 1
36244 Bad Hersfeld
DE

Email: gpsr@libri.de

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  • Produktbild: Brand Leadership
  • Produktbild: Brand Leadership

  • Contents

    Preface

    Part I: Introduction

    1. Brand Leadership -- The New Imperative

    Brand Management -- The Classic Model

    Brand Leadership -- The New Imperative

    Brand Building Pays Off

    Brand Leadership Tasks

    The Plan of This Book

    Part II: Brand Identity

    2. Brand Identity -- The Cornerstone of Brand Strategy

    The Story of Virgin Atlantic Airways

    The Brand Identity Planning Model

    On Developing a Brand Identity System -- Avoiding Common Mistakes

    3. Clarifying and Elaborating the Brand Identity

    Defining Leadership

    Defining Brand Personality -- The L.L. Bean Story

    Identity Elaboration Exercises

    Identity-Supporting Program Audit

    Identity Role Model Identification

    Visual Metaphor Development

    Brand Identity Prioritization

    Presenting the Elaborated Identity

    The Brand Identity Revisited

    Part III: Brand Architecture: Achieving Clarity, Synergy, and Leverage

    4. The Brand Relationship Spectrum

    The GE Appliance Story

    The Marriott Story

    Designing the Architecture -- Endorsers and

    Subbrands

    Linking Brands -- The Brand Relationship

    Spectrum

    A House of Brands

    Endorsed Brands

    Subbrands

    A Branded House

    Selecting the Right Position in the Brand Relationship Spectrum

    5. Brand Architecture

    The Polo Ralph Lauren Story

    Market Complexity, Brand Confusion, and Brand Architecture

    What Is Brand Architecture?

    Extending the Range of a Brand

    The Brand Architecture Audit

    Part IV: Building Brands: Beyond Advertising

    6. Adidas and Nike -- Lessons in Building Brands

    Adidas -- The Growth Period

    The Nike Story

    Good Morning, Adidas

    Creating a Brand-Building Focus Around the Adidas Brand Identity

    The Lessons

    7. Building Brands -- The Role of Sponsorship

    The MasterCard World Cup Sponsorship Story

    How Sponsorship Builds Brands

    What Can Go Wrong

    The Seven Keys of Effective Sponsorships

    8. Building Brands -- The Role of the Web

    Unique Characteristics of the Web

    Brand Building on the Web

    Brand-Building Web Sites

    Advertising and Sponsored Content

    9. Building Brands -- Beyond Media Advertising

    The Brand-Building Task

    Building Brands -- Some Role Models from Europe

    Brand Building Without Advertising -- Some Guidelines

    PART V: Organizing for Brand Leadership

    10. Global Brand Leadership -- Not Global Brands

    McDonald's in Europe

    Global Brands

    Global Brand Leadership, Not Global Brands

    Sharing Insights and Best Practices

    A Common Global Brand Planning Process

    Assigning Responsibility to Create Cross-Country

    Synergy

    A System to Deliver Brand-Building Brilliance

    Toward a Global Brand

    Endnotes

    Index

    About the Authors