brand extensions, 536

brand positioning, 364

brand-product matrix, 359

defining, 358

evaluating strategy, 393

future priorities, 535–536

implementing of, 393–394

sub-branding, 364–365

brand extensions and, 430

brand image, 48–51, 315

brand name and, 122–124

core brand associations, 268

creation of new brand associations, 233

customer mind-set and, 101–102

favorability of, 50, 521

imagery, 86–87

non-product-related imagery, 458–462

product-related performance, 457–458

purchase/usage imagery, 86–87

strength of, 50, 521

uniqueness of, 50–51, 521

brand exploratory, 267–270

brand inventory, 266–267

positioning and marketing program, 270–271

advantages of, 46

brand names and, 120–122

breadth and depth of, 80, 520

choice advantages, 46

consideration advantages, 46

corporate societal marketing, 395–396

customer mind-set and, 101–102

defining, 358, 520

desired awareness and image, 376–377

establishing of, 47

expanding of, 467–469

learning advantages, 46

purchase ability, 46

purchase motivation, 46

quantitative research techniques, 311

recall, 45

recognition, 45

tracking survey, 273

brand salience, 79–80

building blocks of, 79

customers’ ownership, 96–97

duality of strong brand, 97

four steps in, 79

implications of, 94–100

luxury brands, 86

measures of, 95–96

resonance and focus, 99–100

richness of brand, 99

sponsorships, 214

values, 87

adaptability, 116

brand audit, 288

brand extension, 429–430

brand names, 119–126

changing of, 471

characters, 128–130

choice of, 31

combining of, 377–379

criteria for choosing of, 114–119

defining, 2–3, 114

future priorities, 536

global brand equity, 507

jingles, 136

legal considerations, 143–145

likeability, 115

linking to multiple products, 379–380

logos and symbols, 127–128

meaningfulness, 115

memorability, 115

options and tactics for, 119

packaging, 136–139

protectability, 119

slogans, 130–136

transferability, 116

URLs, 127

in African Americans, 485

benefits of, 335

brand awareness and, 45–48

brand extensions and, 420–422

brand image and, 48–51

brand vision, 360

as bridge, 42–43

building of, 522

concept of, 29–30

coordinating media for, 223

corporate brand equity, 380

customer diversity, 530–531

customer empowerment, 532

customer equity vs., 107–109

customer-based, 40–43, 98

defining the strategy, 32

as direction for future, 43

finance and, 352–354

geographic boundaries, cultures, and market segments, 32

growing and sustaining, 32

leveraging secondary brand knowledge, 31–32, 232

making a brand strong, 43–45

managing over time, 32, 524

measurement of, 264, 523–524

organizational responsibilities, 281–286

outcomes of, 336–337, 522

overseeing of, 283

price strategy and, 165–171

protecting, 537

protecting sources of, 454–455

as reflection of past, 42–43

sources of, 45–51, 521

brand charter, 279

brand equity report, 280–281

brand equity responsibilities, 281–286

defining, 32

establishing of, 277–286

managing marketing partners, 285–286

organizational design and structures, 283–285

accountability and, 264–265

implementing of, 523–524

tracking studies, 272–277

preliminary activities, 267

qualitative research, 268

quantitative research, 270

academic research on, 431–441

advantages of, 407–412

brand equity, 420–422

brand image and, 408

cannibalizing parent brand, 416

category extension, 399

checklist for, 431

to clarify brand meaning, 410–411

as confusing/frustrating, 413

consumer evaluation of, 420–424

consumer variety-seeking, 409

creating extension equity, 421–422

defining, 405

dilution effects, 441

dilution of brand meaning, 418

diminish category identification, 416

disadvantages of, 413–419

efficiencies of, 409

examples of, 420

failure of, 415

feedback benefits of, 410–412

future priorities, 536

gaining distribution and trial, 408

image of parent brand, 418

for increased competition, 28

increased market coverage, 411

line extension, 399

managerial assumptions, 420–422

marketing programs and, 408

new brands and, 418–419

new customers to franchise, 411

new product acceptance, 408–409

new products and, 404–407

parent brand equity, 422

parent brand image, 411

perceived risk, 408

promotional expenditures, 409

retailer resistance to, 414

revitalizing the brand, 412

scoring, 442–443

subsequent extensions, 412

vertical brand extensions, 423–424

brand elements, 429–430

consumer factors, 427

corporate/competitive factors, 428

define actual/desired consumer knowledge, 424–426

evaluate potential of candidate, 426–429

identify extension candidates, 426

leveraging secondary brand associa tions, 430

marketing programs for launch, 429–430

parent brand equity, 430

brand tracking survey, 274

corporate societal marketing, 396

excitement, 92

fun, 91

security, 92

self-respect, 92

social approval, 92

summary, 92

warmth, 91

corporate/company brand level, 370–371

decisions of, 374

design of, 372–380

desired awareness and image, 376–377

family brand level, 371–372

individual brand level, 372

modifier level, 372

number of levels of, 374–376

product descriptor, 372

brand extensions and, 408, 411

brand tracking survey, 274

consistency in, 487

corporate societal marketing, 396

favorability of, 50

global brand, 492

improving of, 469–471

strength of, 48–51

uniqueness of, 50–51

rationale for, 267

brand considerations, 90

brand credibility, 89

brand quality, 89

brand superiority, 90

cause marketing program and, 234

guidelines for, 521

strong brand and, 43–45

summary of, 520

transfer of, 234

brand priorities, 528–539

changing brand elements, 469–471

consistency and change, 453

customer-centered, 108

establishment of standards, 35

expanding brand awareness, 467–469

fortifying vs. leveraging, 456

improving brand image, 469–471

maintaining consistency, 452–453

managerial assumptions, 420–422

market leaders and failures, 452–453

marketing programs and, 456–462

new/additional usage opportunities, 467–469

product-related performance asso ciations, 457–458

protecting brand equity, 454–455

reinforcing brands, 451–462

repositioning, 470–471

revitalizing brands, 462–471

Rolex example, 287–293

seven deadly sins of, 526–528

communicate, simplify, inspire, 68

core brand associations, 268

defining and establishing, 65–68

designing of, 66–68

implementing of, 68

brand elements, 31

integrating/supporting the brand, 31

leveraging secondary associations, 31–32

planning and implementing, 30–31

positioning and, 270–271

standardization vs. customization, 493–499

brand associations and, 122–124

brand awareness and, 120–122

differentiated, distinctive, and unique, 121–122

familiarity and meaningfulness, 121

linguistic characteristics, 123–124

naming guidelines, 120–124

naming mistakes, 124–125

naming procedures, 124–126

pronunciation and spelling of, 120–121

trademark issues of, 144–145

acquiring new customers, 471–472

adjustments to, 471–474

cash cows, 367

defining, 365

flankers, 366–367

high-end prestige brand, 367–370

low-end entry-level brand, 367

Marriott example, 368–369

migration strategies, 471

obsolescing existing products, 473–474

retiring brands, 472–473

role of brands in, 366

basic concepts, 51

conflicts in, 283

defined, 51

global brand positioning, 492–493

identifying and establishing, 30, 51–57

marketing program and, 270–271

model, 30, 40, 538

nature of competition, 53–54

points-of-parity/-difference, 54–57

target market, 51–53

brand balance, 539

brand positioning model, 538

brand resonance model, 538

brand value chain model, 538

cause marketing, 537

customer diversity, 530–531

customer empowerment, 532

customer focus, 528–532

deeper understanding of, 538

marketing program, 533–534

product performance, 532–533

protecting brand equity, 537

categorical brand recall, 315

language and, 509–510

attitudinal attachment, 319

behavioral loyalty, 318

consumer-brand relationship, 321

Fournier’s research, 320–323

attitudinal attachment, 92–93

behavioral loyalty, 92, 94

focus and, 99–100

global brand, 492

model, 30, 40, 79, 538

sense of community, 93

breadth and depth of awareness, 80

product category structure, 81–82

strategic implications, 82–83

summary of, 83

corporate (family) brand tracking, 272–274

global tracking, 274–275

how to conduct, 275–276

interpretation of, 277

product-brand tracking, 272

sample survey, 273–274

what to track, 272–275

when/where to track, 275–276

whom to track, 275

customer mind-set, 101–102

implications of, 103–104

investor sentiment multiplier, 103

market performance, 102–103

marketing program investment, 101

marketplace conditions multiplier, 102

program quality multiplier, 101

shareholder value, 103

value strategies, 101–103

accountability, 28–29

brand architecture, 358–365

brand hierarchy, 370–380

brand line campaigns, 388

brand proliferation, 26–27

business-to-business products, 9–13

cause marketing, 395–398

challenges and opportunities of, 24–29

co-branding, 241–247

combining brand elements, 377–379

competition, 28

corporate image campaigns, 387–389

costs, 28

customers and, 24–25

defining, 32

design of, 372–380

desired awareness and image, 376–377

economic downturn, 26, 27

emotional branding, 90–92

finance and, 352–354

geographic locations, 20

green marketing, 397–398

high-tech products, 11–13

historical origins, 33–36

ideas and causes, 20

internal branding, 69

legal branding considerations, 143–145

linking brand elements to multiple products, 379–380

media fragmentation, 27–28

online products and services, 15–16

people and organizations, 17–18

person branding, 255

physical goods, 9–13

private label strategy, 182–184

retailers and distributors, 15

services, 14–16

social media, 27–28

sports, arts, and entertainment, 18–19

actual/desired consumer knowledge of, 424–426

application of, 8–20

competitive advantage of, 3–4

consumers and, 6–7

defined, 2–6

duality of, 97

earnings of, 7–8

firms and, 7–8

future brand priorities, 528–539

imitator brands, 144

importance of, 6–8

option value of, 109

orphan brand, 472–473

as perceptual entity, 8

power of, 94

product decisions and, 7

products vs., 3–6

reinforcement strategies, 475

retiring of, 472–473

revitalizing of, 412, 462–471, 475

richness of, 99

strong brands, 20–24, 42, 43–45, 526–528

value of, 7–8, 349