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Acknowledgments | |
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Preface | |
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Introduction | |
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The Changing Roles of Brand Management | |
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Thung Kula Farm: From Commodity Product to Premium Brand | |
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Building a Brand Strategy | |
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Hallmark Inc.: The Business of the Hallmark Brand-A Paradigm Shift in Thinking | |
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Unilever Malaysia: Romancing the Customer | |
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Land Rover: Turning Rational Attributes into an Emotional Brand Personality | |
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Absolut Vodka: A Brand Built on a Powerful Personality | |
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Apple: Creating Appeal, Desire, and Trust | |
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Zara: For Fast Fashion Fans | |
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Samsung: Speed, Innovation, and More Choice for Customers | |
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Positioning and Brand Management | |
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Innocent Drinks: Ethics and Social Responsibility Can Mix with Fun | |
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Nike: Multi-Positioning Strategies | |
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LG Electronics (LG): "Life's Good" | |
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Haier: Positioning an Asian Brand in a Sophisticated Western Market: Those Who Dare Wins? | |
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Brand Architecture | |
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Raffles International: Master Branding Endorsement | |
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Sony and Ericsson: A Winning Partnership? | |
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Marriott International Inc.: Acquisitions and the Problem of Brand Fit | |
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Carrefour SA (France) Versus Ahold NV (Holland): Mergers and Acquisitions-Global versus Product Naming | |
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M�et Hennessy Louis Vuitton Group (LVMH): The House of Luxury Brands | |
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Three Great Dilemmas: Brand Stretch, Brand Revitalization, and Brand Deletion | |
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Caterpillar INC.: An Example of Successful Brand Extension | |
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Wrigley: Gum Does Stretch! | |
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Tar Diet Soda: The Customer Lifeline | |
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Mazda: The Revitalization of a Brand | |
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Oldsmobile: The Final Parking Lot | |
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Total Communications for Brand Management | |
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Hello Kitty: Damage Limitation: Quick Response | |
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McDonald's: Damage Limitation: Slow Response | |
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Singapore Airlines: Thrust into Disaster-PR in Action | |
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Malaysia Airlines: Analysis of Advertising Copy for Perceived Brand Personality | |
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Chivas Regal: "Live with Chivalry" | |
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Procter & Gamble: Cross-Cultural Insights Shape Brand Communications | |
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Relationship Management, Relationship Brands, and the New Digital World | |
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MTV: Will Internet Kill the Video Star? | |
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Facebook: See You There! | |
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Myspace: A Site That Needs to Reinvent Itself | |
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Twitter: A Simple Idea Really Soars | |
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Building Brand Obama: Using Online and Offline Strategies | |
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Google: "Never Settle for the Best" | |
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"Long Live the Brand!": Creating a Brand Culture | |
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The Virgin Group: Let's Have Some Fun! | |
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Intel Corporation: Training for Maximum Brand Performance | |
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Philips: Brand Philosophy: Making Brand Guardianship Happen | |
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Opus International Group PLC: Branding Means Commitment and Total Change | |
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ACER: Model of Brand Anatomy and Management | |
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Measuring Brand Success: Market Research and Brand Valuation | |
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LLOYDS TSB: Tagging Customers for Increased Profitability and Satisfaction | |
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DIAGEO: Performance Tracking | |
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Conclusion | |
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Appendix: Your Brand Management Toolkit | |
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Index | |