INDEX

Aaker, David, 7, 169

Absolut Vodka, 276

accessibility of brand, 97

measurement, 238

acquisitions, impact on brands, 241

ad agency, 108–110, 124

ad form concepts, for brand extension, 204

Ad Preview Tool, 159

advertising, 108–132, 216

business-to-business, 117

checklist, 131–132

effectiveness, 112–115, 127

false or deceptive, 265–266

frequency vs. reach, 125

importance of well-designed brand, 110

marketing objective for, 110–111

media planning, 129–131

negative impact, 117–118

online resources, 302–305

quick assessment tool, 129

ranking order of magazine size impact, 114

reducing, 273

research, 123–124

role of, 128

rules of thumb, 124–129

successful approaches, 115–118

see also online brand advertising

Advertising Research Foundation, Journal of Advertising Research, 124

advocacy of brand, 100

aesthetics, 288

Age of Propaganda (Pratkanis and Aronson), 118

agency brief, writing, 111–112

airlines, price segmentation, 30

Aitchison, Jim, Cutting Edge Advertising, 117

Amazon, 85, 86, 155–156

American Express, 206, 233

American Marketing Association, Journal of Marketing Research, 124

Analytic Partners, 130

The Anatomy of Buzz (Rosen), 138

Apple

brand value, 98

lawsuits to defend iPhone, 261

Apple iPods, 85

Archetype Discoveries Worldwide, 226

Ariely, Dan, Predictably Irrational, 123

Aronson, Elliot, Age of Propaganda, 118

Asch, Solomon, 26

associative descriptive names for brands, 69, 70

automobile manufacturers, 192

automobile purchases, and self-image reinforcement, 26

baby boom, 213

Barnes, Bruce, 146–147

behavioral economics, 26

beliefs, tapping into, 42

benefit segmentation, 30

Berger, Jonah, Contagious: Why Things Catch On, 137

big data analysis, 232–233

black, 74, 75

blogs, 158–159

blue, 73, 75

Boy Scouts of America, promise, 47

brainstorming, 147–148

brand, vii, 5–6, 274

and aesthetics, 89

benefits of, xii

common problems, 272–286

complexity in building, vii

core essence, 223

creating for internal reasons, 276–277

decision timing for, 274

emotional connection, 102–103

health assessment, 290

importance of investing in asset, 247–249

language of, 5–14

optimal benefit, 43–44

origin of, 6

popularity, xi

problems in small vs. large companies, 255–257

research on perceived differences, 229

and storytelling, 120–122

valuation of, 249

brand archetype, 10, 15, 48

brand architecture, 11–12, 66–68

brand asset, research on, 222–223

brand associations, 7, 223–224

brand auditors, 298–299

brand audits, 293–300

brand awareness, 82

brand building

benefits of strong, 292

checklist for developing organization, 179–182

as investment, 249–250

organization development, 169–182

organizational barriers, 172

overcoming obstacles, 173–175

questions for change, 175–179

results of programs, 248

summary, 287–292

tangible return from, 244–245

brand champion, employee as, 176–177

brand design, 15–18, 40–65

checklists, 63–65

competition and, 37–39

consumers and, 22–36

brand DNA, 8

brand equity, 6–7

case study, 104–106

importance of, 2–4

management, 278

monitoring, 18–19

and price premiums, 18

brand equity measurement, 236–251

assessing effectiveness, 244

checklist, 250–251

components of system, 237

important measures, 237–238

objectives, 236

requirements, 241–244

specific measures, 238–241

brand essence, 8, 15, 40–42

brand experiences

creating optimal, 193–194

customers sharing of, 34

brand extensions, 13, 200–210

benefits of, 201–202

checklists, 209–210

common problems, 207

concept development, 204–207

evaluating concepts, 207–208

failure, 274–275

and global branding, 203

linking previously unlinked brands, 203

new price segment and, 202

overextending, 275–276

questions, 203–204

research, 19, 224–225

risks, 202

steps, 204

successful examples, 205–206, 224

unsuccessful examples, 206

brand identity, 11–12, 66–80, 288

checklist, 78–80

color in, 73–75

consistency in, 76–78

brand identity council, cross-divisional, 78

brand identity firms, 254

brand identity manager, competencies and responsibilities, 20

brand image, 7

brand insistence, creating, 83

brand inundation/deprivation testing, 225–226

brand management, 291–292

audit, 295–297

central control of portfolio, 281–282

checklist, xiii

checklist on legal issues, 268–270

checklist on organization age and size impact, 257

critical support factors, 172

future of, 291

important tasks of, 18

intranets for, 77

as logo cop, 277–278

new paradigm, 179

online resources, 301–305

organization age and size and, 254–257

research supporting, 18–19

responsibility for, 285

brand manager

competencies, 19

responsibilities, 20

brand personality, 15, 49, 228–229

brand plan, 14

brand positioning, 50–51, 276

Element K case study, 52–56

GEICO Direct Insurance case study, 60–63

investigation, 297–298

Rensselaer Polytechnic Institute case study, 57–60

statement template, 51–52

brand positioning workshop, 51–56

brand preference testing, 123

breaking consumer compromises, 91–92

Brown, Millward, 160–161

Build-A-Bear Workshop, 85

Burnett, Benjamin, 91

business-to-business advertising, 117

business-to-business customers, 31–33

business-to-business marketing, 118, 142–144

buyer’s remorse, 267

Cap Gemini Ernst & Young, Value Creation Index, 247

CarMax, 91

Carroll, Dave, 171

“category of one” brand, creating, 45–46

CEO (chief executive officer)

in brand positioning workshops, 197

as chief brand champion, 285

and company reputation, 134

certification marks, 258

checklists

advertising, 131–132

brand building organization development, 179–182

brand design, 63–65

brand equity measurement, 250–251

brand extension, 209–210

brand identity system and standards, 78–80

brand insistence by consumer, 106–107

brand management, xiii

brand research, 234–235

global branding, 219–220

impact of organization age and size on brand management, 257

integrated brand marketing, 187

legal issues in brand management, 268–270

nontraditional marketing techniques, 149–152

online brand building, 165–168

total brand experience, 198

on understanding competition, 39

for understanding consumer, 35–36

children, colors for, 74

Chobani Greek yogurt, 196–197

Cialdini, Robert B., 139

Influence: The Psychology of Persuasion, 118–119

Cirque du Soleil, 45

claims of brands, hollowness of, 89–91

cobranding, 136, 200

Coca-Cola, 263, 283

brand accessibility and, 98–99

frames of reference for, 44–45

vs. Pepsi, 122–123

Shrink Tank, 283

cohort group segmentation, 31

coined names, 69, 70, 259

Colbert, Stephen, 196

collective membership marks, 258

college brands, 89

color, in brand identity system, 73–75

commodities, differentiation of, 87–89

communication with consumers, focus of, 280–281

community, 288

company, valuation of, 247

Compaq, 241

comparisons/contrasts, and perception changes, 119

competence, and decision-making, 33–34

competition, 37–39

and brand management, 15

checklist on understanding, 39

context for brand equity measurement, 243

data collection, 37–38

information sources, 38–39

market leader response to, 281

competitive copying, 42–43

competitive frame of reference, and brand benefit, 44–47

competitive monitoring, 19

complementary products, comarketing with, 136

concept screening, for brand extension, 205

Conference Board, 172

confidential information, 263

conjoint analysis, 230–231

consumer markets, growth potential, 211

Consumer Reports, 176

consumers, 22–36

brand awareness vs. insistence, 82

brands and, 5–6, 15

checklist for understanding, 35–36

defining target, 282

emotional connection, 99–102, 239, 290

engaging, vii

favorite colors, 74

loyalty, 6

understanding needs, 282–283

see also research

Contagious: Why Things Catch On (Berger), 137

Cooper, Simon, 192

copyright law, 262–263

corporate brand, 12, 66

Corporate Branding Partnership, 127

corporate image tracking, 231

corporate officers, support for brand management, 173

cost-of-entry benefits, vs. differentiating benefits, 280

Coulter, Robin Higie, 226

covert marketing, 139

Creating Brand Loyalty (Czerniawski and Maloney), 42

creative problem solving, 146–149

crisis management, 194, 196–197

cross-channel integration, 186

cultural archetypes, 226

customer list, for direct marketing, 144

customer loyalty, 100

customer relationship management (CRM), 146

customer segment focus, and differentiation, 85

customer services

and differentiation, 86

testing, 225

customer touchpoint design, 289

customer value, adding to products and services, 96

customer value chain, 16–17, 178

customers

business-to-business, 31–33

environmental scanning for trends, 29

priorities of upscale, 31

techniques for retaining, 34

techniques for understanding, 28–29

value proposition and, 287

Cutting Edge Advertising (Aitchison), 117

cybersquatting, 262

Czerniawski, Richard, Creating Brand Loyalty, 42

Daft, Douglas, 283

Dailsmith, 231

decision trees, for naming brands, 71, 72

decision-making process, 285

for business-to-business purchases, 31–33

declining brands, 3

deregulation, and differentiation needs, xi

descriptive marks, 259

design, see brand design

Dichter, Erich, 113

differentiation of brands, 82–91

and brand positioning, 7

vs. cost-of-entry benefits, 280

as key objective, 177

measurement, 238–239

most effective sources, 83–87

differentiation of commodities, 87–89

digital brand asset management systems, 77–78

direct marketing, 144–146

Disney, 40, 86, 255

distribution, and customer brand insistence, 97

Dove Campaign for Real Beauty, 27

The Dream Society (Jensen), 101

Eastman House, 75

Eating the Big Fish (Morgan), 138

Economic Espionage Act of 1996, 263

effects, hierarchy of, 99

e-learning, decision makers, 32–33

electronic real-time research (ERT), 231

Element K, 178, 248

case study, 52–56

reinforcement of brand positioning, 76

emotional connection, 99–102, 239, 290

employees

involvement in brand initiatives, 174

noncompete agreements, 264

endorsed brand, 12

environmental scanning, for customer trends, 29

environmental sensitivity, Patagonia and, 84–85

ethics, in marketing, 266–268

ethnography, 227, 283

Evian, 140

exercise, on brand essence, 40–42

expectations, 3, 122–123

eye tracking research, 231

Facebook, 160

facilitator, for brainstorming, 148

Factory Card Outlet, 273

factory tours, and marketing, 133

familiarity, 3

Fast Food Nation, 277

fear, as motivation, 24–25, 266

Federal Trade Commission, 265

financial projections, in marketing plan, 14

Fiske, Susan, 33

flagship stores, and marketing, 134

focus, power of, 27–28

Food Marketing Institute, 13

FootJoy, rebranding, 51

Ford, 47–48

for-pay search engines, 262

Foster, Neel, 248

Frand, Jason, 232

free product trial, 140–141

GE, 176, 274

GEICO Direct Insurance, case study, 60–63

General Mills, 276

generic descriptive names for brands, 69–70

generic marks, 259

generic names, 284

geodemographic segmentation, 31

geographic segmentation, 31

George Eastman House International Museum of Photography and Film, 75

GfK Roper, 137

global branding, 211–220

benefits of, 211–212

and brand extension, 203

checklists, 219–220

language translation, 213

leveraging single brand, 212–213

place of origin, 214–216

questions, 213–214

GM, 90

Gobé, Marc, Emotional Branding, 189

goodwill, 7, 178

Google, 98, 153

AdWords Keyword Tool, 159

logos, 73

Graham, Robert, 123

green, 74, 75

greeting card manufacturers, contracts with retailers, 217

Gregory, James, 127

grocery chain, data mining for buying patterns, 232

guided imagery, 227–228

Gulf of Mexico oil spill (2010), 197

Hallmark, 26, 41, 69, 92, 135, 171, 205, 229, 255, 274

brand equity, 104–106

card shop owner service, 138–139

case study, 216–219

consistency in communication, 276

consumer price perceptions, 218

differentiating benefits, 45

and Fannie May Candies, 200

licensing department, 177

logo, 73

market share, 236

multiple subbrands, 276–277

Harley-Davidson, 28, 47, 84, 103–104

headline, for print advertising, 113

The Hero and the Outlaw (Mark and Pearson), 10, 48

Hewlett-Packard, 276

high-profile brands, 277

hiring, 176

Hollis, Nigel, 265

Home Depot, 176

Honda, 86

Hudson River Group (HRG), 130

human needs, 22

basic, 23–24

Hyundai, 83

IBM, brand value, 98

ideation, 146–149

IKEA, 86

Imation, 78

Ind, Nicholas, Living the Brand, 72

industry leadership, 90–91

Influence: The Psychology of Persuasion (Cialdini), 118–119

information sources, on competition, 38–39

innovation, 90, 281, 284

Institute for International Research, 256

Brand Masters Conference, 172

Branding Trilogy Conference, 177

insurance industry, 60

Interbrand, 249

Internet, xii

marketing research resources, 227

uses of, 164, 165

see also online brand advertising

Interval International, 63

intranets, for brand management, 77

iPhone, Apple lawsuits to defend, 261

IRI, 130

Jensen, David, “Communication as Value Builder,” 278

Jensen, Rolf, The Dream Society, 101

Jewish Senior Life, 193

John Deere, 29

Johnson, Tod, 273

Keller, Kevin, Strategic Brand Management, 8

knock-offs, 13

Kodak, 92

ladder of the mind, 240

laddering research, 130

language translation, in global branding, 213

latency method, for brand association measurement, 224

Law of Contraction, 254

Law of Expansion, 254

Lazzara Yachts, 86

lead generation, return on investment, 246

leadership

change, and brand decline, 275

in industry, 90–91

legal issues, 258–270

checklists, 268–270

copyright law, 262–263

false or deceptive advertising, 265–266

trade dress, 261–262

trade secrets, 263–265

trademark law, 258–261

licensing, 201, 279

lifestage segmentation, 30

lifetime value of customer, 34

Lightowler, Mark, 121

link building, in search engine optimization, 160

Living the Brand (Ind), 72

Livingston, Sharon, 229

location-based marketing, 163

logos, 71, 73

copyright law for, 262–263

research, 230

loyalty, 288, 289

of consumers, 6

decline in, 273

measurement, 239–240

luxury brand, distribution, 97

Malone, Chris, 33

Maloney, Michael, Creating Brand Loyalty, 42

management process, for brand, 15–20

mantra concept, 8

Mark, Margaret, The Hero and the Outlaw, 10, 48

market leader, response to competition, 281

market segmentation, 29–31

market share, 289

marketing

budget, 183

business-to-business, 118, 142–143

checklist for integrated, 187

direct, 144–146

ethics in, 266–268

integrating mechanisms, 184–187

as investment, 245, 249–250

monitoring effectiveness, 19

nontraditional techniques, 133–140

in other countries, 214

outrageous breakthroughs, 136

ROI measurement, 246–247

signs of not understanding, 4

small-business, 141–142

tangible return from, 244–245

techniques on steroids, 140–141

Marketing Evolution, 130

Marketing Management Analytics (MMA), 130

marketing mix modeling services, 130

marketing plan, 13–14

MarketShare, 130

Maslow, Abraham, hierarchy of needs, 23

master brand, 12

McDonald’s, 97, 98, 277

media planning, 129–131

membership organizations, for marketing, 133

Mercedes, 83–84

Merckengage, 161

mergers, impact on brands, 241

Microsoft, 69

Midwest Airlines, 86

Mobile Marketing Association, 163

morale of employees, 178

Morgan, Adam, Eating the Big Fish, 138

motivation

for B2B purchaser, 32

fear as, 24–25, 266

multitasking, and ad recall, 128

museums, and marketing, 133

music, 75, 126

musical groups, as brands, 192–193

names for brands, 68–70, 284

associations and, 224

decision trees for, 71, 72

National Basketball Association (NBA), 233

national brands, vs. store brands, 176

The Nature Conservancy, 16, 41, 47

Neef, Artur Manfred Max, 23

Neiman Marcus Catalog, 139

Netflix, 85, 233

neurolinguistic programming (NLP), 120

neuromarketing, 231–232

new business, generic strategies, 208–209

news media, story coverage, 135

newsjacking, 158

Nielsen, 130

Nielsen PRIZM, 31

Nike, 40, 255, 277

Ninah, 130

noncompete agreements, 264

nonprofit organizations, 10

Nordstrom, 86

objectives, of marketing plan, 14

Ocean Tomo, nonfinancial assets and, 247

offer, in direct marketing, 144

Ogilvy, David, 113

older organizations, brand management in, 257

online brand advertising, 153–168

blogs, 158–159

e-mail marketing, 162

mobile apps, 163

public relations, 163

QR codes, 163

search engine optimization, 159–160

social media, 160–161

web analytics, 162

website, 154–157

online brand building, checklists, 165–168

Open Directory Project, 160

orange, 73, 74, 75

organizations

nonprofit, 10

reward system of, 273

outdoor advertising, 115

packaging, 140

parent brand, 12, 67

Patagonia, 84–85, 155, 157

Pearson, Carol, The Hero and the Outlaw, 10, 48

Pecaut, David K., 91

Pedigree dog food, 101

peer pressure, 26

Pepsi, vs. Coca-Cola, 122–123

perceptual map, 242

personality of brand, 10

persuasion, 118–120

persuasive ads, loss of effectiveness, 127

Pew Internet and American Life Project, 164

pink, 73

Poffenberger, Albert T., Psychology in Advertising, 23

point-of-sale signs, 140

poison parasite defense, 139

Porter, Michael, 16–17, 178

portfolio, 11

positioning of brand, 7–10

Post-it, 40

Pratkanis, Anthony, Age of Propaganda, 118

preconceived notions, 122–123

Predictably Irrational (Ariely), 123

premium segment, unsuccessful brand extension, 283–284

premium status of brand, 200

press releases, on website, 163

price, 92–96

cumulative effect of raising, 272–273

perceptions of Hallmark, 105

in purchase interview, 3

price segmentation, 30, 94–96, 202

price sensitivity, 93–94

print advertising, evaluating effectiveness, 113

private label, 13

proactive publicity, and marketing, 135

problem solving, creative, 146–149

Procter & Gamble, 140, 226, 281–282

product commoditization, xi

product usage segmentation, 30

profitability, short-term focus vs. long-term, 273

projective research techniques, 228–229

promise, 9–10, 110, 169, 274, 278–279, 290

in brand design, 5, 15, 42–48

examples, 47

making and keeping, 197–198

reinforcing, 170

proprietary information, 264

Prudential, 61

psychographic segmentation, 31

psychology, and economics, 26

publicity, value of, 256

purchase behavior segmentation, 30

purchase intent, 216

purchase interview, price in, 3

QR codes, 163

qualitative research, 123, 223, 283

quality, 90, 94

reduction, vs. cost reduction, 272

Quevedo Endodontics, 76

radio advertising, 115, 118

Ralph Lauren, 176

Rapaille, G. C., 226

RCI, 63

red, 73, 74, 75

reference prices, 92–93

referrals, and marketing, 137

registering marks, 260

relationships, 289–290

Rensselaer Polytechnic Institute, case study, 57–60

research, 222–235

on advertising, 123–124

big data analysis, 232–233

on brand asset, 222–223

brand association measurement, 223–224

on brand extension, 224–225

checklists, 234–235

conjoint analysis, 230–231

corporate image tracking, 231

customer service testing, 225

electronic real-time research (ERT), 231

eye tracking, 231

first step, 234

guided imagery, 227–228

on logos, 230

neuromarketing, 231–232

projective techniques, 228–229

sorting and discussion, 230

reward system, of organization, 273

Ries, Al and Laura, The 22 Immutable Laws of Branding, 6, 254

risks, in marketing plan, 14

Ritz-Carlton, 41, 86, 191–192

Roemer, Bob, 196

Roper Starch Worldwide, 113

Rosen, Emanuel, The Anatomy of Buzz, 138

Rule of 100, 93

Russia, embargo of U.S. dairy products, 196

Sachs, Jonah, Winning the Story Wars, 10, 48

Saepio, 78

Saturn, 241

total brand experience, 190–191

scaled questions, for brand association measurement, 224

scents, 126

Schultz, Don E., 249

scripts, for brand identity consistency, 76

search engine optimization, 159–160

Secret Formulas of the Wizard of Ads (Williams), 116

segment marketing manager, 33

self-esteem, 25, 131

self-image

and branding, 56

reinforcement, 26, 83

senior management

interest in brands, xi–xii

need for brand understanding, 285

sensitivity, of price, 93–94

service leaders, 90

service marks, 258

share of voice, 125

Shattuck, Kristine, 177

Shell Oil, 172

signature design elements, 262

situation analysis, in marketing plan, 14

Skillsoft, 53

small business marketing, 141–142

small organizations, key brand activities, 256

Smith-Corona, 274

social conscience, of business, 134

social media, 160–161

soft assets, importance of, 248

sorting and discussion, as research technique, 230

Southwest Airlines, 177

spammers, 262

special events, and marketing, 133, 135

special interest groups, 277

split-run technique, 123

sponsorships, and marketing, 134

Stalk, George, Jr., 91

Standard Industrial Classification (SIC) code, 33

standards

for brand identity, 77

for brand identity, checklist, 78–80

Starbucks, 85, 188–190

State Farm, 61, 62

stealth marketing, 139

Stone, Katherine, 283

store brands, 13, 176

storytelling, and brand, 120–122, 289

Strategic Brand Management (Keller), 8

Strategic Business Insights, values and lifestyles, 30

strategic planning, brand planning and, 279

strong brands, attributes, 49

subbrand, 12, 13, 67

creating for internal reasons, 276–277

impact on parent brand, 277

need for, 201

Superpages, 160

Supersize Me, 277

Taco Bell, 137

target customer, 15, 22–28

television advertising, 114, 116–117

Ten Thousand Waves, 85, 191

Tesla Motors Model S, 192

testimonials, and marketing, 137

testing

customer services, 225

trademark infringement, 260

theme parks, and marketing, 133

ThinkVine, 130

Thomas, Lorrie, 159

total brand experience, 188–198

checklists, 198

design, 195

Toyota, 83, 86, 90, 171

trade dress, 13

trade secrets, 263–265

trade shows, 183–184, 247

trademark law, 258–261

Trader Joe’s, 90

trends, tracking, 29

trigger concept, for brand extension, 204

Trivial Pursuit, 135

TrueView, 160

trust, vii

The 22 Immutable Laws of Branding (Ries and Ries), 6, 254

Twitter, 158

unique purchase, and differentiation, 85

unique value proposition, 10

United Airlines, 171

United States Patent and Trademark Office, 260

university brands, 89

URL, for brand website, 154

usage experience, and differentiation, 85

used-card industry, 91–92

vacation time-share exchange networks, 63

Value Creation Index, 248

value of brand, 92–96, 178, 288

and differentiation, 86

value segment, unsuccessful extension of brand to, 283–284

values alignment, and differentiation, 84

variable cost, 53

variables, for global brand, 212

violet, 74, 75

Virgin Atlantic, 177

vitality of brand, measurement, 240

Vogler, Chris, 121–122

Vollmer, Jill, 256

Volvo, 47–48, 286

Wal-Mart, 233, 277

greeting card market, 216

warmth, and decision-making, 33–34

water, branding, 88

web resources

brand management resources, 301–305

product/service/brand review sites, 161

website

for brand building, 154–157

content, 157–158

press releases on, 163

Wegmans, 90

white, 74

Wikipedia, 158

Williams, Roy H., Secret Formulas of the Wizard of Ads, 116

wine cellars, management tool, 156–157

Winning the Story Wars (Sachs), 10, 48

Wirthlin Group, 278

word-of-mouth

and marketing, 137

power of, 138–139

workforce, quality of, 101

Xerox, 41, 233

Yankelovich MONITOR, 30

yellow, 73, 75

Yellow Pages, 160

YouTube, 160

Zaltman Metaphor Elicitation Technique (ZMET), 223, 226–227

ZD Education, 52

Zhejiang Geely Holding Group Co., 47–48

Zhivago, Kristin, 9

Ziff Davis, 52