Strategic Brand Management and Development

Book description

Bringing together theories and concepts from brand management, consumer culture theory, marketing, communications, and design, this book provides an understanding of how organisations can successfully develop, market, and manage their brands. It draws extensively from scholarly research published in social sciences and humanities to provide a detailed discussion of the process of brand management and development.

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 that contextualise theory, enabling the reader to understand how past and present branding campaigns and strategies can be deconstructed, analysed, and evaluated, using these theoretical insights.With end-of-chapter case studies on Burberry, Juventus F.C., Pukka Herbs, YO!, and many other European and global brands, Strategic Brand Management and Development is an essential text for students in marketing, brand management, and consumer research, or for anyone interested in understanding the extraordinary power and scope of brands and branding in contemporary post-modern society.

 

Table of contents

  1. Cover
  2. Half Title
  3. Title Page
  4. Copyright Page
  5. Dedication
  6. Table of Contents
  7. Detailed Contents
  8. List of Figures
  9. List of Tables
  10. List of Images
  11. Foreword
  12. Acknowledgements
  13. Chapter 1 Introduction: History and the importance of brands
    1. Chapter aims and learning outcomes
    2. Defining brands
    3. History of brands and branding
      1. Proto-brands: From Brahma bulls and Zu crests to Sophilos
      2. Modern brands: From Bass beer and Quaker Oats to iPad and Instagram
    4. Importance of brands to consumers, organisations, and society
      1. Importance of brands to consumers
      2. Importance of brands to organisations
      3. Importance of brands to society
    5. Book structure
    6. Chapter review questions
    7. Recommended reading
    8. References
  14. Chapter 2 Developing brand equity, positioning, personality, and values
    1. Chapter aims and learning outcomes
    2. Developing brand equity
      1. Defining brand equity
      2. Customer-based brand equity model
      3. Brand salience (brand identity)
        1. Brand recall
        2. Brand recognition
        3. Branding objective: Depth and breadth of brand awareness
      4. Brand performance and brand imagery associations (brand meaning)
        1. Brand performance associations
        2. Brand imagery associations
        3. Branding objective: Points-of-parity and points-of-difference associations
      5. Consumer judgements and consumer feelings (brand responses)
        1. Consumer judgments
        2. Consumer feelings
        3. Branding objective: Rational and emotional reactions
      6. Brand resonance (brand relationships)
        1. Branding objective: Intense and active loyalty relationships
    3. Brand positioning
      1. Developing the brand positioning concept
      2. Developing the brand mantra
    4. Brand personality and brand values
    5. Chapter review questions
    6. Case Study
      1. Union: (Re)positioning a Slovenian icon
        1. David Zappe
    7. Questions for discussion
    8. References
  15. Chapter 3 Creating brand identity: Brand aesthetics and symbolism
    1. Chapter aims and learning outcomes
    2. Brand identity development process
      1. Brand expressions
        1. Types of brand identities
      2. Styles
      3. Themes
      4. Consumer impressions
    3. Brand aesthetics
      1. Design, aesthetics, and sensory marketing
      2. Vision (Sight)
        1. Shapes
      3. Colours
      4. Typefaces
      5. Audition (Sound)
      6. Haptics (Touch)
      7. Gustatory (Taste)
      8. Olfaction (Smell)
    4. Chapter review questions
    5. Case study
      1. The Lakes Distillery
        1. David Shanks
        2. The Lakes Distillery story
        3. Developing a brand framework
        4. The visual identity
        5. Modern craft
        6. True luxury never shouts
        7. A lightness of touch
    6. Questions for discussion
    7. References
  16. Chapter 4 Brand communications and the attention economy
    1. Chapter aims and learning outcomes
    2. Brand communications options and their contributions
      1. The role of brand communications
      2. Traditional brand communications options
        1. Advertising
        2. Sales promotions
        3. Direct marketing and personal selling
        4. Public relations and publicity
      3. Online brand communications options
        1. Mobile marketing
        2. Social media and influencer marketing
        3. Search engine optimisation (SEO) and pay-per-click (PPC) advertising
      4. Contributions to consumer-based brand equity
    3. Traditional and digital media platforms
      1. Traditional media platforms
        1. Television
        2. Radio
        3. Print media
      2. Digital media platforms
    4. Planning and implementing brand IMC programmes
    5. Social media and the (over)democratisation of marketing
      1. Digital consumer culture and the connected self
      2. Co-creation and collective brand narratives
    6. Social media, HYPER-NARCISSISM, and the attention economy
    7. Chapter review questions
    8. Case study
      1. Burberry and ‘brand heat’ strategy
        1. Dr. Nina Van Volkinburg
    9. Questions for discussion
    10. References
  17. Chapter 5 Holistic brand experiences and emotional branding
    1. Chapter aims and learning outcomes
    2. Holistic brand experiences
      1. Understanding experiences
      2. Experiential view on consumption
      3. The experience economy
        1. Progress of economic value: From commodities to personal experiences
      4. Four realms of experiences
      5. Experiential marketing
        1. Sense experiences
        2. Feel experiences
        3. Think experiences
        4. Act experiences
        5. Relate experiences
      6. Brand experiences, satisfaction, and loyalty
    3. Emotional branding: Nostalgia and retro branding
      1. Consumption emotions
      2. Defining nostalgia
      3. Nostalgia: A multidimensional phenomenon
      4. Orders and types of nostalgia
      5. Retro marketing
      6. Retro branding
        1. Criteria for brand revival
        2. The 4As of retro branding
    4. Chapter review questions
    5. Case study
      1. Building the YO! brand: From kaiten belts to multi-format experiences
        1. Victoria Mathers
    6. Questions for discussion
    7. References
  18. Chapter 6 Consumer collectives, brand avoidance, and political consumption
    1. Chapter aims and learning outcomes
    2. Collectivist and constructivist aspects of consumption
    3. Subcultures of consumption
      1. Defining subcultures of consumption
      2. Characteristics of subcultures of consumption
    4. Brand communities
      1. Defining brand communities
      2. Characteristics of brand communities
      3. Fostering brand communities
      4. Brand community practices
        1. Pools, webs, and hubs
        2. Brandfests: Achieving greater integration in brand communities
      5. Brand communities and convenience products
      6. Brand communities: Source and result of brand equity
      7. Marketing risks and problems of brand communities
    5. Consumer tribes
      1. Defining consumer tribes
        1. Characteristics of consumer tribes
      2. Seeding consumer tribes
    6. Brand publics
    7. Brand avoidance and anti-consumption
      1. Brand avoidance defined
      2. Types of brand avoidance
    8. Political consumption
    9. Chapter review questions
    10. Case study
      1. Beyond the football borders: Going ahead to grow the relationship with fans and entertainment enthusiasts
        1. Luca Adornato
        2. and Lidi Grimaldi,
    11. Questions for discussion
    12. References
  19. Chapter 7 Brand ethics, social responsibility, and sustainable consumption
    1. Chapter aims and learning outcomes
    2. (Post)postmodernism and social responsibility
    3. Moral philosophy and ethical branding
      1. Organisations as systems of stakeholder groups
      2. Ethics and major traditions in moral philosophy
    4. Corporate social responsibility and branding
      1. Social responsibility, responsiveness, and performance
      2. Socially responsible brand framework
    5. Incorporating ethics and CSR in brand development and marketing
      1. Incorporating ethics in brand marketing
      2. Developing a brand through CSR
    6. Social marketing programmes and branding
      1. Developing a social marketing programme
        1. The stages of change theory
        2. The social cognitive theory
        3. The exchange theory
    7. Green marketing and sustainable consumption
      1. Managing the paradox of green marketing with sustainability
      2. Fostering sustainable consumption
    8. Cause-related marketing and consumer philanthropy
      1. Characteristics of cause-related marketing programmes
      2. Implications of cause-related marketing programmes on philanthropy
    9. Chapter review questions
    10. Case study
      1. Pukka Herbs: A budding brand creating change through commerce
        1. Edward Latham
    11. Questions for discussion
    12. Notes
    13. References
  20. Chapter 8 Brand performance and metrics
    1. Chapter aims and learning outcomes
    2. Assessing brand value
      1. The Brand Value Chain Model (BVCM)
        1. Marketing campaign investment
        2. Campaign quality multiplier
        3. Consumer mindset
        4. Marketplace conditions multiplier
        5. Market performance
        6. Investor sentiment multiplier
        7. Shareholder value
        8. Assumption and implications
      2. Brand valuation methodologies
        1. Market-based valuation approaches (technical valuations)
      3. Brand-based valuation approaches (managerial valuations)
      4. Implications of brand valuation methodologies
    3. Brand audit
      1. Brand inventory
      2. Brand exploratory
        1. Qualitative techniques
        2. Quantitative techniques
    4. Understanding the brand ecology: Consumer ethnography
    5. Chapter review questions
    6. Case study
      1. From measuring to impacting performance
        1. Mathilde Leblond
    7. Questions for discussion
    8. Further reading
    9. References
  21. Chapter 9 Brand growth: Brand architecture and brand extensions
    1. Chapter aims and learning outcomes
    2. Brand architecture and brand hierarchy
      1. Brand architecture
        1. Branded house vs. house of brands
        2. The brand–product matrix
      2. Brand hierarchy
    3. Brand extensions
      1. Types and characteristics
        1. Line extensions
        2. Category extensions
      2. Advantages of brand extensions
      3. Disadvantages of brand extensions
      4. Impact on the parent brand: Spillover effects
      5. Consumer processes for evaluating brand extensions
        1. Categorisation processes
        2. Motivational processes
        3. Thinking styles
        4. Moderating factors
        5. Consumer-related moderating factors
        6. Brand-related moderating factors
        7. Culture-related moderating factors
        8. Competitor-related moderating factors
    4. Chapter review questions
    5. Case study
      1. A case for divergent brand extensions?
        1. Radu Dimitriu
    6. Questions for discussion
    7. References
    8. References
  22. Chapter 10 Brand futures: Technology and innovation in branding strategies
    1. Chapter aims and learning outcomes
    2. Consumer engagement and its dimensions
      1. Defining consumer engagement
      2. Dimensions of consumer engagement
    3. Big data and consumer analytics
      1. Defining big data and its dimensions
      2. Big data, value creation, and competitive advantage
      3. (Anti)social consequences of consumer analytics and data mining
    4. Measuring and facilitating consumer engagement
    5. The Internet of Things (IoT)
    6. Neuromarketing and branding
      1. Definition and process
      2. Cognitive methodologies in neuromarketing
        1. Electroencephalography (EEG)
        2. Magnetoencephalography (MEG)
        3. Functional Magnetic Resonance Imaging (fMRI)
        4. Neuromarketing: Applications in branding
        5. Neuromarketing implications for consumer research
    7. Chapter review questions
    8. Case study
      1. Village Hotels and the Internet of Things (IoT)
        1. Martin Jordan
        2. Digital service without additional cost
        3. A different arrival and departure experience
        4. A better food and beverage experience
        5. In-room service
        6. Summary
    9. Questions for discussion
    10. References
  23. Index

Product information

  • Title: Strategic Brand Management and Development
  • Author(s): Sotiris T. Lalaounis
  • Release date: December 2020
  • Publisher(s): Routledge
  • ISBN: 9781000298185