THE BRAND MANAGEMENT CHECKLIST
This text offers a complete overview of the brand management process. It shows how the various components of branding come together and work as part of an overall system, covering the entire spectrum of brand issues, including: brand research; brand positioning; brand identity standards and systems; brand equity measurement; brand marketing and advertising; brand extension; global branding; brand legal issues; developing a brand building organization; and brand building on the Internet. Including 15 checklists and 22 non-traditional brand management techniques, the book aims to be free of jargon and a quick day-to-day reference. It provides a variety of techniques, templates, exercises, "rules of thumb", facts, information, research findings, cases and examples.
- Book | 316 pages
- 193.04 x 246.38 x 25.4mm | 857.29g
- 01 Jul 2002
- Kogan Page Ltd
- London, United Kingdom
Brad VanAuken is President of Brandforward Inc, a leading brand management consultancy. With more than 20 years' experience in marketing, previous appointments include Vice President of Marketing at Element K (one of the world's leading e-learning companies) and Director of Brand Management & Marketing at Hallmark Cards where he was responsible for the market positioning of all North American brands. During his tenure, Hallmark's market position rose to 4th in the EquiTrend national quality brand ranking and received the Brand Management of the Year award. Recognized as one of the world's leading experts on brand management and marketing, Brad is a much sought after speaker and writer. A keynote speaker at some 30 major conferences a year, he writes extensively for the business press and academic journals and is quoted in numerous publications. Brandforward's highly acclaimed Cyberbranding StudyTM has received worldwide recognition as addressing the questions most often asked by marketing executives about building and leveraging brands online.
"A comprehensive guide unlike any other on the market today. Apply what you learn to your brand building activities and watch the value of your brand and bottom line increase." Amy Kelm, Worldwide Consumer Brand Development Manager, Hewlett-Packard "I've referred to the draft copy you sent so much it's getting dog-eared." Tom Welle, Advertising Director, Potomac Electric Power Company
Table of contents
Foreword Amy Kelm, worldwide consumer marketing manager, Hewlett-Packard Acknowledgements Introduction Book overview SECTION 1 INTRODUCTION TO BRAND MANAGEMENT 1 A brand is a friend 2 Understanding the language of branding 3 The brand management process: an overview SECTION 2 DESIGNING THE BRAND 4 Understanding the customer Defining the target customer Techniques to better understand the customer Market segmentation Business-to-business customers The power of focus Techniques to retain customers 5 Understanding the competition Sources of competitive information 6 Brand design Brand essence Brand promise Competitive frame of reference Brand personality Repositioning a brand Brand positioning case studies 7 Brand identity standards and systems Brand architecture Brand naming Naming decision trees Brand logos The importance of color Tools to maintain brand identity consistency SECTION 3 BUILDING THE BRAND 8 Driving the consumer from brand awareness to brand insistence Brand awareness Accessibility Value Important things to know about pricing Relevant differentiation Emotional connection What brand? Managing brand equity: a case study 9 Brand advertising Selecting an ad agency The importance of a well designed brand to brand advertising Specifying the marketing objective for advertising Writing the agency brief Evaluating advertising effectiveness Successful advertising approaches Advertising research Advertising rules of thumb Media planning The art of persuasion Online advertising resources 10 Non-traditional marketing approaches that work Traditional marketing techniques "on steroids" Small business marketing techniques Business-to-business techniques Direct marketing Customer relationship management (CRM) Ideation and creative problem solving 11 Brand building on the Internet Comparing brand building in cyberspace to brand building in the "bricks and mortar" world The Internet "levels the playing field" for small companies The Internet increases consumer power Internet user segments Web site objectives Building a strong Web site Creating a brand-building site Creating community online online newsletters: perhaps the most powerful online marketing technique E-mail blasts Web site promotion Banner ads BrandForward Cyberbranding 2000 Study () A caution to Web brands Online stores Learn from strong brand-building Web sites A final caution The impact of the Internet on brands: a summary 12 Developing a Brand-building organization Negative example: United Airlines Rising Common organizational barriers to brand building Brand building requires more than advertising and brand identity management The new brand management paradigm Creating a brand-building organization: overcoming obstacles 13 Integrated brand marketing Effective integrating mechanisms 14 Creating the total brand experience Starbucks Saturn Adirondack Hamlets Hemlock Lodge Ten Thousand Waves Automobile manufacturers Musical groups Creating the optimal brand experience Crisis management SECTION 4 LEVERAGING THE BRAND 15 Brand extension Ways to extend the brand Benefits of brand extension Dangers of extending the brand into a new price segment Linking previously unlinked brands Brand extensions and global branding Generic new business strategies Brand extension steps 16 Global branding Benefits of global branding When to leverage a single brand globally Global brand constants Global brand variables Language translation Other global branding questions Taking a brand global: other considerations Leveraging the brand: Hallmark case study SECTION 5 BRAND METRICS 17 Brand research Brand asset research Brand association measurement Other brand extension research Other useful research approaches Research mandatories 18 Brand equity measurement Brand equity measurement system components Most important brand equity measures Specific brand equity measures What a robust brand equity measurement system must have Common brand equity measurement system problems Assessing the effectiveness of an organization's brand equity measurement system Brand equity should not be measured just for customers Brand equity measurement: insurance industry case study Brand building and marketing are investments with a tangible return Measuring marketing ROI The importance of investing in the brand asset Brand building and marketing as investments: a summary SECTION 6 OTHER BRAND MANAGEMENT CONSIDERATIONS 19 How organization age and size affect brand management issues Brand problems: small versus large companies 20 Legal issues in brand management Trademark law Trade dress Copyright law Special problems: organizations that license and franchise their marks Trade secrets False or deceptive advertising SECTION 7 BRAND MANAGEMENT: A SUMMARY 21 Common brand problems 22 Keys to success in brand building: a summary The bottom line: why brand management is essential Brand positioning/design is extremely important Brand insistence drivers Focus and differentiation: the two most important concepts in brand design Focus and relevant differentiation Other important brand attributes The importance of choosing the right brand benefits Create a total brand experience for your customers The future of brands: co-creating products, services, and experiences with customers Celebration of the brand manager - it is an underrated, difficult, but intrinsically rewarding job 23 Brand management and marketing resources Brand related publications Marketing research 24 Brand audits 25 Bottom line questions (that a strong brand auditor will attempt to answer) References and further reading Brand management quiz Index