Index
A
Aaker categorization, 147–149
ACNielsen, 174
B
Brand building
brand/line extensions
Aaker categorization, 147–149
brand architecture, 151–153
brand personality and credibility, 145
Edward Taubner’s approaches, 146–147
licensing arrangement, 144
new product introductions, 144
parent brand, 149–151
Procter & Gamble, 145–146
strategic issues, 146
umbrella branding, 145–146
brand names
connotation/implied emotion, 137–138
development criteria, 136
essence, 135
long-term value, 135
memorable names, 135–136
pharmaceutical names, 137
phonologics, 136
sound symbolism, 137
brand symbols, 138–139
innovation and ideation
big ideas, 116
brand strengths, 125
category consumers and needs, 125
common traits, 126
competitive vulnerabilities, 125–126
concept development and testing, 132–133
consumer and market dynamics, 117
creative thinking, 117
1–2-day session, 127
disruptive innovator habits, 126–127
elements, 128–130
implementation, 130–132
initiatives, 123–124
knowing problem and opportunities, 119–120
new organizational culture and resources needed, 133–135
preparation with creativity, 120–122
product vs. commercial innovation, 117–119
requirements, 122–123
strategic opportunity area, 125
survival key, 116
traditional ways, 116
logos and taglines
brand harmony, 143
brand positioning, 139–140
change, 141
consistency and longevity, 141
design consistency, 144
fact books, 144
taglines guidelines, 140
touch points, 143
uses, 141–143
market-driven success (see Market opportunity)
market research (see Market research, brand development)
Brand character, 4
Brand culture, 4
Brand distinctiveness, 38
Brand equity, 4
business advantages
brand awareness, 61–62
brand loyalty, 62
financial advantages, 63–64
positive perceptions, 62–63
trade leverage, 63
definition, 59
Interbrand, 68–69
limitations, 67
measurement
brand valuation methodologies, 65
Economist magazine’s analogy, 64–65
financial community, 64
intangible assets, 64
reputable models, 66–67
name and symbol awareness, 59
net impression, 60
potential uses, 67–68
trust and confidence, 60
Brand essence, 4
analogies
benchmarks, 35–36
common problems and challenges, 38
distinguishing, 36–37
coca cola, 34
employer brand, 84
Kraft’s Philadelphia cream cheese, 33
other famous brands, 34–35
personality, 33
Brand identity, 3
Brand image, 4
Brand personality, 180
Branding
advertising, 10
brand impression, 11
brand message, 11
brand power, 9–10
competition, 10
corporate (see Corporate branding)
country (see Country branding)
creativity in, 182
credibility, 11
critical qualities, 12–13
customer-centric principles, 3
customer experience, 3
definitions, 2–4
emotional side (see Emotional branding)
employer (see Employer branding)
global (see Global branding)
key principles for, 180–183
marketing, 4–6
impact on, 179–180
and people relationship, 3
personal (see Personal branding)
positioning
brand personality, 6–7
emotional bond, 6
net impression, 6
vs. product, 7–8
requirements, 12
strategic, 13–14
product distinction, 10
regulations, 11
smart branding threads, 8–9
touch points, 9
ubiquitous misunderstanding, 1–2
Brand names
connotation/implied emotion, 137–138
development criteria, 136
essence, 135
long-term value, 135
memorable names, 135–136
pharmaceutical names, 137
phonologics, 136
sound symbolism, 137
Brand positioning, 4
Brand power, 9–10
Brand pyramid, 43
Brand relationship with consumers, media and, 174
Brand reputation, 4
Brand Social Currency, 171
Brand symbols, 138–139
Business-to-business (B2B) world
commoditization, 162–164
customer loyalty
B2C marketing, 156
brand positioning, 156
innovative marketing initiatives, 156
more complex world, 157
multileveled purchasing decision, 156–157
product expertise, 157–158
digital revolution, 155, 162
emotional link
B2B vs. B2C marketing, 168
brand positioning and initiatives, 168
brand trust, 168–171
human relationships, 171
value enhancement, 167, 171–172
marketing and sales alignment
digital access and social media explosion, 166
inefficiency alarming signs, 165
role of marketing, 166
silo mentality, 164–165
silos elimination, 166–167
traditional marketing and customer servicing, 165
social media, 155
value pricing, 162–164
value proposition
benefit/price, 159
customer focus, 159
decision makers behavior, 158
definition, 159
opportunity identification, 160
pricing issue solutions, 160–162
recession and customers view, 158
Business-to-consumer (B2C) marketing, 156, 168
C
Cobranding, 32
Content marketing, 175–177
Corporate branding
advantage, 77
American Express, 77–78
brand promise, 78
communications
continuity and longevity, 81
guerilla marketing, 80
integrated marketing, 80
message delivery, 79
micro/digital marketing, 80
product category, 81
quality and reliability, 80–81
target audience relationship, 79
target segments, 80
corporate strategy and values, 71–72
Hay Group research, 76–77
identification, 74
Johnson & Johnson, 78
mission, 72–73
personality and imagery, 79
positioning process, 74
vs. product branding, 74
reputation study (Gregory, James), 75
shareholder value, 75
specific impression, 74–75
vision, 72
Corpus callosum, 121
Country branding
advertising campaign, 97
endeavors
asset profile, brand positioning, 101–102
Belgium, 98
client commitment, 101
Estonia, 98–99
market assessment, 101
Nigeria, 100
plan execution, 102
stereotyped perception, 98
strategic plan, 102
United Kingdom, 99
slogan/symbol, 97
trader, tourists and talent, 97
Customer loyalty
B2C marketing, 156
brand positioning, 156
innovative marketing initiatives, 156
more complex world, 157
multileveled purchasing decision, 156–157
product expertise, 157–158
D
Defining success, 180
Desktop market research, 107–108
Digital marketing and social media
advertisement, 173–174
brand development principles, 175–178
brand relationships with consumers, 174
implications, 174–175
micromarketing, 173
rifle-shot approach, 174
E
Eight freedoms, 85
Emotional branding
consumer insights
BMW, 53
brand personality, 53
definition, 49
expression, 49–50
identification process, 50–51
imagination, interpretation, and intuition, 50
McDonald’s, 51–52
satisfaction, 52
Tide re-formulation and re-positioning, 51
emotions and behavior
communications hierarchy, 49
Maslov’s motivations theory, 47
self actualization, 47
stages of evolution, 48
Trium Brain model, 48
marketplace, 46
MasterCard advertising
brand imagery, 57
brand message, 58
campaign, 56–57
consumer perceptions, 58
consumer segments and cultures, 59
“priceless” feeling, 59
vs. Visa and American Express, 57
types of feelings
AcuPOLL, 55
eight basic emotions, 55
emotional zones, 55–56
upbeat, warm, negative, and uneasy feelings, 53–54
Employer branding
advantage, 87
character and reputation perception, 83
company’s internal culture, 82
vs. corporate brand, 83
critical employee issues, 86
development, 84–85
employee involvement, 86
HR manager’s objective, 83–84
Pfizer brand, 84
prerequisites, 87–88
Pret-A-Manger, 87
public and employees negative attitudes, 82–83
recruitment, 87
senior management leadership, 85
Ethical code, 71
G
Global branding
challenges, 94–95
consumer needs and behavior, 95–96
success needs, 96–97
I
Integrated marketing, 177–178
Intellectual capital, 64
Internal branding. See Employer branding
Internet, consumers buying and, 174–175
M
Market opportunity, 8
consumer-packaged goods companies, 103
insights role, 106
market assessment, 105–106
marketplace, 103
situation analysis, 104–105
sources and data types, 105
Market research, brand development
asset profile, 114–116
consumer response, 106
focus groups
advantages and disadvantages, 111
brand/benefit laddering, 111
brand personification, 111–112
collages, 112
consumer story completion, 112
positioning concept, 112–113
qualitative research, 110
recruitment, 111
issues
brand positioning, 113–114
brand-related, 109–110
decision flow chart, 108–109
definition, 108
marketers challenges, 106–107
primary research, 107–108
purpose, 106
secondary research, 107
Marketing
content, 175–177
integrated, 177–178
role of, 178–179
social media, 180
types of, 176–177
word-of-mouth (WOM), 174
Mass marketing, 173
Media, brand relationships with consumers and, 174
Micromarketing, 173
Millennials, 175
O
Over-the-counter (OTC) brands, 138
P
Personal branding
definition, 88
elevator speech, 90–92
experts view
Arruda success measures, 92
brand attributes and skills, 92
suggestions, 92–93
job search/career switch
changes with internet, 89
internal and external assessment, 89
interviewer requirements, 89
outside market analysis, 89
personality features, 90
personal website, 88
positioning statement, 90
self assessment, 89
Phonologics, 136
Point of difference, 180
Positioning
brand personality, 6–7
emotional bond, 6
net impression, 6
vs. product, 7–8
requirements, 12
strategic, 13–14
Positioning statement
benefit/promise, 23–24
competitive benchmarking, 26–27
customer benefits, 24–25
EffectiveBrands, 25
emotional benefits, 24–25
features, 28–30
functional benefits, 25
product benefits, 24
purposeful benefits, 25–26
single/multiple, 27–28
brand architects
archetypes, 41–42
examples, 40–41
stereotypes, 38–40
brand essence (see Brand essence)
brand pyramid, 43
competitive framework
consumer perceptions, 21
expansion, 23
vs. leading brand, 23
point of purchase placements, 23
separating from crowd, 22–23
specialty image, 22
end result, 42–43
Leverageble Point of Difference, 44
Oreo’s positioning, 44
reasons to believe (RTB)
analogous benchmark, 32
brand track record and heritage, 31–32
cobranding, 32
customer satisfaction, 30
focus and simplicity, 32
hard evidence, 31
logical explanation, 31
outside recommendations, 31
product quality, 30
strategic challenge, 44–46
target customer and needs
brand personality, 19
dimensions, 20
dual audience, 17
emotional needs, 18–19
functional/physical needs, 18
marketing, 19
market trends and opportunities, 20–21
Purposeful branding, 170
Q
Qualitative market research, 107
Quantitative market research, 107–108
R
Reasons to believe (RTB)
analogous benchmark, 32
brand track record and heritage, 31–32
cobranding, 32
customer satisfaction, 30
focus and simplicity, 32
hard evidence, 31
logical explanation, 31
outside recommendations, 31
product quality, 30
Relevant message, 180
Rifle-shot approach, 174
RTB. See Reasons to believe
S
Social media marketing, 180
Strategic planning, 71
Structured brainstorming, 116
T
Target customer, 180
Transformative shifts in market place, 173–174
V
Value proposition
benefit/price, 159
customer focus, 159
decision makers behavior, 158
definition, 159
opportunity identification, 160
pricing issue solutions, 160–162
recession and customers view, 158
W
Word-of-mouth (WOM) marketing, 174