Commentaire :

Sommaire : Preface and Acknowledgments

1. What Is Brand Equity?

The Ivory Story
The Role of Brands
Brand-Building Neglect
The Role of Assets and Skills
What Is Brand Equity?
What Is the Value of a Brand?
Brand Value Based upon Future Earnings
Issues in Managing Brand Equity
The Plan of the Book

2. Brand Loyalty

The MicroPro Story
Brand Loyalty
Measuring Brand Loyalty
The Strategic Value of Brand Loyalty
Maintaining and Enhancing Loyalty
Selling Old Customers Instead of New Ones

3. Brand Awareness

The Datsun-Becomes-Nissan Story
The GE-Becomes-Black & Decker Story
What Is Brand Awareness?
How Awareness Works to Help the Brand
The Power of Old Brand Names
How to Achieve Awareness

4. Perceived Quality

The Schlitz Story
What Is Perceived Quality?
How Perceived Quality Generates Value
What Influences Perceived Quality?

5. Brand Associations: The Positioning Decision

The Weight Watchers Story
Associations, Image, and Positioning
How Brand Associations Create Value
Types of Associations

6. The Measurement of Brand Associations

The Ford Taurus Story
What Does This Brand Mean to You?
Scaling Brand Perceptions

7. Selecting, Creating, and Maintaining Associations

The Dove Story
The Honeywell Story
Which Associations
Creating Associations
Maintaining Associations
Managing Disasters

8. The Name, Symbol, and Slogan

The Volkswagen Story
Names
Symbols
Slogans

9. Brand Extensions: The Good, the Bad, and the Ugly

The Levi Tailored Classics Story
The Good: What the Brand Name Brings to the Extension
More Good: Extensions Can Enhance the Core Brand
The Bad: The Name Fails to Help the Extension
The Ugly: The Brand Name Is Damaged
More Ugly: A New Brand Name Is Foregone
How to Go About It
Strategy Considerations

10. Revitalizing the Brand

The Yamaha Story
Increasing Usage
Finding New Uses
Entering New Markets
Repositioning the Brand
Augmenting the Product/Service
Obsoleting Existing Products with New-Generation Technologies
Alternatives to Revitalization: The End Game

11. Global Branding and a Recap

The Kal Kan Story
The Parker Pen Story
A Global Brand?
Targeting a Country
Analyzing the Context
A Recap

Notes
Index

Nbre volumes : 1

Langue : Anglais

Lieu d'édition : NEW-YORK

Illustration(s) : Graphique(s) ; Photographie(s) ; Tableau(x)

Localisation : Bibliothèque Campus de Nice

Support : Papier

Etat : Présent

Propriétaire : Bibliothèque