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Tables of Contents for Building Strong Brands
Chapter/Section Title
Page #
Page Count
Preface
vii
What is a Strong Brand?
1
36
The Kodak Story
2
5
What Is Brand Equity?
7
3
Brand Awareness
10
7
Perceived Quality
17
4
Brand Loyalty
21
4
Brand Associations
25
1
Objectives of the Book
25
1
Building Strong Brands---Why Is It Hard?
26
11
The Saturn Story
37
30
Saturn---A Strong Brand?
38
4
How Saturn Built a Brand
42
19
Challenges Facing Saturn and General Motors
61
6
The Brand Identity System
67
40
What Is Brand Identity?
68
1
Brand Identity Traps
69
9
Four Brand Identity Perspectives
78
7
The Identity Structure
85
10
Providing a Value Proposition
95
8
Providing Credibility
103
1
The Bottom Line: A Brand--Customer Relationship
103
1
Working with Multiple Brand Identities
104
3
Organizational Associations
107
30
The Body Shop Story
108
2
The Story of Branding in Japan
110
4
The Brand as Organization
114
3
Organizational Associations
117
13
How Organizational Associations Work
130
7
Brand Personality
137
38
The Harley-Davidson Story
138
4
Measuring Brand Personality
142
3
How a Brand Personality is Created
145
5
Why Use Brand Personality?
150
3
The Self-Expression Model
153
6
The Relationship Basis Model
159
9
The Functional Benefit Representation Model
168
2
Brand Personality versus User Imagery
170
3
Brand Personality as a Sustainable Advantage
173
2
Identity Implementation
175
32
The Brand Position
176
10
Achieving Brilliance in Execution
186
3
Tracking
189
1
A Strategic Brand Analysis
189
12
The Power of Brand Identity and Position
201
6
Brand Strategies Over Time
207
32
The General Electric Story
208
3
The Smirnoff Story
211
5
Why Change Identities, Positions or Executions?
216
2
Why Consistency (If Done Well) is Better
218
6
Consistency Over Time: Why Is It Hard?
224
6
The Search for the Fountain of Youth
230
9
Managing Brand Systems
239
30
Toward a System of Brands
240
3
Driver Roles
243
2
The Endorser Role
245
2
Strategic Brands
247
1
Subbrand Roles
248
9
Branding Benefits
257
4
Silver Bullets
261
3
How Many Brands?
264
5
Leveraging the Brand
269
34
The Healthy Choice Story
270
3
The Kingsford Charcoal Story
273
2
Line Extensions
275
3
Moving the Brand Down
278
9
Moving a Brand Up
287
4
Brand Extension Decisions
291
1
Creating Range Brands
292
6
Co-Branding
298
2
The Brand Systems Audit
300
3
Measuring Brand Equity Across Products & Markets
303
36
Young & Rubicam's Brand-Asset Valuator
304
5
Total Research's EquiTrend
309
4
Interbrand's Top Brands
313
1
Why Measure Brand Equity Across Products and Markets?
314
2
The Brand Equity Ten
316
3
Loyalty Measures
319
4
Perceived Quality and Leadership Measures
323
3
Associations/Differentiation Measures
326
4
Awareness Measures
330
1
Market Behavior Measures
331
2
Toward a Single Value of Brand Equity
333
4
Adapting the Measures to a Brand's Context
337
2
Organizing for Brand Building
339
20
Brand-Building Imperatives
340
2
Adapting the Organization for Brand Building
342
6
The Role of the Agency
348
9
A Parting Word
357
2
Notes
359
8
Index
367
14
About the Author
381