book

Strategic Brand Management and Development

Name: Strategic Brand Management and Development
Author: Sotiris T. Lalaounis
ISBN: 9781000298185

by Sotiris T. Lalaounis

December 2020

Intermediate to advanced

368 pages

12h 43m

English

Routledge

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Cover
Half Title
Title Page
Copyright Page
Dedication
Table of Contents
Detailed Contents
List of Figures
List of Tables
List of Images

Foreword
Acknowledgements
Chapter 1 Introduction: History and the importance of brands
Chapter aims and learning outcomesDefining brandsHistory of brands and brandingProto-brands: From Brahma bulls and Zu crests to SophilosModern brands: From Bass beer and Quaker Oats to iPad and InstagramImportance of brands to consumers, organisations, and societyImportance of brands to consumersImportance of brands to organisationsImportance of brands to societyBook structureChapter review questionsRecommended readingReferences
Chapter 2 Developing brand equity, positioning, personality, and values
Chapter aims and learning outcomesDeveloping brand equityDefining brand equityCustomer-based brand equity modelBrand salience (brand identity)Brand recallBrand recognitionBranding objective: Depth and breadth of brand awarenessBrand performance and brand imagery associations (brand meaning)Brand performance associationsBrand imagery associationsBranding objective: Points-of-parity and points-of-difference associationsConsumer judgements and consumer feelings (brand responses)Consumer judgmentsConsumer feelingsBranding objective: Rational and emotional reactionsBrand resonance (brand relationships)Branding objective: Intense and active loyalty relationshipsBrand positioningDeveloping the brand positioning conceptDeveloping the brand mantraBrand personality and brand valuesChapter review questionsCase StudyUnion: (Re)positioning a Slovenian iconDavid ZappeQuestions for discussionReferences
Chapter 3 Creating brand identity: Brand aesthetics and symbolism
Chapter aims and learning outcomesBrand identity development processBrand expressionsTypes of brand identitiesStylesThemesConsumer impressionsBrand aestheticsDesign, aesthetics, and sensory marketingVision (Sight)ShapesColoursTypefacesAudition (Sound)Haptics (Touch)Gustatory (Taste)Olfaction (Smell)Chapter review questionsCase studyThe Lakes DistilleryDavid ShanksThe Lakes Distillery storyDeveloping a brand frameworkThe visual identityModern craftTrue luxury never shoutsA lightness of touchQuestions for discussionReferences
Chapter 4 Brand communications and the attention economy
Chapter aims and learning outcomesBrand communications options and their contributionsThe role of brand communicationsTraditional brand communications optionsAdvertisingSales promotionsDirect marketing and personal sellingPublic relations and publicityOnline brand communications optionsMobile marketingSocial media and influencer marketingSearch engine optimisation (SEO) and pay-per-click (PPC) advertisingContributions to consumer-based brand equityTraditional and digital media platformsTraditional media platformsTelevisionRadioPrint mediaDigital media platformsPlanning and implementing brand IMC programmesSocial media and the (over)democratisation of marketingDigital consumer culture and the connected selfCo-creation and collective brand narrativesSocial media, HYPER-NARCISSISM, and the attention economyChapter review questionsCase studyBurberry and ‘brand heat’ strategyDr. Nina Van VolkinburgQuestions for discussionReferences
Chapter 5 Holistic brand experiences and emotional branding
Chapter aims and learning outcomesHolistic brand experiencesUnderstanding experiencesExperiential view on consumptionThe experience economyProgress of economic value: From commodities to personal experiencesFour realms of experiencesExperiential marketingSense experiencesFeel experiencesThink experiencesAct experiencesRelate experiencesBrand experiences, satisfaction, and loyaltyEmotional branding: Nostalgia and retro brandingConsumption emotionsDefining nostalgiaNostalgia: A multidimensional phenomenonOrders and types of nostalgiaRetro marketingRetro brandingCriteria for brand revivalThe 4As of retro brandingChapter review questionsCase studyBuilding the YO! brand: From kaiten belts to multi-format experiencesVictoria MathersQuestions for discussionReferences
Chapter 6 Consumer collectives, brand avoidance, and political consumption
Chapter aims and learning outcomesCollectivist and constructivist aspects of consumptionSubcultures of consumptionDefining subcultures of consumptionCharacteristics of subcultures of consumptionBrand communitiesDefining brand communitiesCharacteristics of brand communitiesFostering brand communitiesBrand community practicesPools, webs, and hubsBrandfests: Achieving greater integration in brand communitiesBrand communities and convenience productsBrand communities: Source and result of brand equityMarketing risks and problems of brand communitiesConsumer tribesDefining consumer tribesCharacteristics of consumer tribesSeeding consumer tribesBrand publicsBrand avoidance and anti-consumptionBrand avoidance definedTypes of brand avoidancePolitical consumptionChapter review questionsCase studyBeyond the football borders: Going ahead to grow the relationship with fans and entertainment enthusiastsLuca Adornatoand Lidi Grimaldi,Questions for discussionReferences
Chapter 7 Brand ethics, social responsibility, and sustainable consumption
Chapter aims and learning outcomes(Post)postmodernism and social responsibilityMoral philosophy and ethical brandingOrganisations as systems of stakeholder groupsEthics and major traditions in moral philosophyCorporate social responsibility and brandingSocial responsibility, responsiveness, and performanceSocially responsible brand frameworkIncorporating ethics and CSR in brand development and marketingIncorporating ethics in brand marketingDeveloping a brand through CSRSocial marketing programmes and brandingDeveloping a social marketing programmeThe stages of change theoryThe social cognitive theoryThe exchange theoryGreen marketing and sustainable consumptionManaging the paradox of green marketing with sustainabilityFostering sustainable consumptionCause-related marketing and consumer philanthropyCharacteristics of cause-related marketing programmesImplications of cause-related marketing programmes on philanthropyChapter review questionsCase studyPukka Herbs: A budding brand creating change through commerceEdward LathamQuestions for discussionNotesReferences
Chapter 8 Brand performance and metrics
Chapter aims and learning outcomesAssessing brand valueThe Brand Value Chain Model (BVCM)Marketing campaign investmentCampaign quality multiplierConsumer mindsetMarketplace conditions multiplierMarket performanceInvestor sentiment multiplierShareholder valueAssumption and implicationsBrand valuation methodologiesMarket-based valuation approaches (technical valuations)Brand-based valuation approaches (managerial valuations)Implications of brand valuation methodologiesBrand auditBrand inventoryBrand exploratoryQualitative techniquesQuantitative techniquesUnderstanding the brand ecology: Consumer ethnographyChapter review questionsCase studyFrom measuring to impacting performanceMathilde LeblondQuestions for discussionFurther readingReferences
Chapter 9 Brand growth: Brand architecture and brand extensions
Chapter aims and learning outcomesBrand architecture and brand hierarchyBrand architectureBranded house vs. house of brandsThe brand–product matrixBrand hierarchyBrand extensionsTypes and characteristicsLine extensionsCategory extensionsAdvantages of brand extensionsDisadvantages of brand extensionsImpact on the parent brand: Spillover effectsConsumer processes for evaluating brand extensionsCategorisation processesMotivational processesThinking stylesModerating factorsConsumer-related moderating factorsBrand-related moderating factorsCulture-related moderating factorsCompetitor-related moderating factorsChapter review questionsCase studyA case for divergent brand extensions?Radu DimitriuQuestions for discussionReferencesReferences
Chapter 10 Brand futures: Technology and innovation in branding strategies
Chapter aims and learning outcomesConsumer engagement and its dimensionsDefining consumer engagementDimensions of consumer engagementBig data and consumer analyticsDefining big data and its dimensionsBig data, value creation, and competitive advantage(Anti)social consequences of consumer analytics and data miningMeasuring and facilitating consumer engagementThe Internet of Things (IoT)Neuromarketing and brandingDefinition and processCognitive methodologies in neuromarketingElectroencephalography (EEG)Magnetoencephalography (MEG)Functional Magnetic Resonance Imaging (fMRI)Neuromarketing: Applications in brandingNeuromarketing implications for consumer researchChapter review questionsCase studyVillage Hotels and the Internet of Things (IoT)Martin JordanDigital service without additional costA different arrival and departure experienceA better food and beverage experienceIn-room serviceSummaryQuestions for discussionReferences
Index

Overview

This book explores how organisations can design brand identities, develop brand marketing programmes, measure brand performance, and sustain brand equity, combining psychological, sociological, cultural, and management perspectives. It provides numerous examples which contextualise theory.

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