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Tables of Contents for Brand Portfolio Strategy
Chapter/Section Title
Page #
Page Count
PREFACE
xiii
ACKNOWLEDGMENTS
xvii
PART I: WHAT IS BRAND PORTFOLIO STRATEGY?
CHAPTER 1. BRAND PORTFOLIO STRATEGY
3
33
THE INTEL CASE
3
10
WHAT IS A BRAND PORTFOLIO STRATEGY?
13
3
DIMENSIONS OF THE BRAND PORTFOLIO STRATEGY
16
17
BRAND PORTFOLIO OBJECTIVES
33
3
CHAPTER 2. THE BRAND RELATIONSHIP SPECTRUM
36
29
THE DISNEY BRAND FAMILY
36
6
MASTER BRANDS, ENDORSERS, SUBBRANDS, AND DRIVER ROLES
42
4
LINKING BRANDS-THE BRAND RELATIONSHIP SPECTRUM
46
17
A HOUSE OF BRANDS
48
4
ENDORSED BRANDS
52
5
SUBBRANDS
57
3
A BRANDED HOUSE
60
3
SELECTING THE RIGHT POSITION IN THE BRAND RELATIONSHIP SPECTRUM
63
2
CHAPTER 3. INPUTS TO BRAND PORTFOLIO DECISIONS
65
32
MICROSOFT
65
5
CITIGROUP
70
6
MARKET FORCES AND DYNAMICS
76
2
BUSINESS STRATEGY
78
5
BRAND EQUITIES AND IDENTITIES
83
2
THE BRAND PORTFOLIO AUDIT
85
3
MANAGING THE BRAND PORTFOLIO
88
9
PART II. CREATING RELEVANCE, DIFFERENTIATION, AND ENERGY
CHAPTER 4. BRAND RELEVANCE
97
31
POWERBAR
98
5
WHAT IS RELEVANCE?
103
8
STRATEGIES TO CREATE OR MAINTAIN RELEVANCE
111
15
RELEVANCE VS. STICK TO YOUR KNITTING
126
2
CHAPTER 5. ENERGIZING AND DIFFERENTIATING THE BRAND
128
29
SONY
128
7
DIFFERENTIATING AND ENERGIZING A BRAND
135
1
BRANDED DIFFERENTIATORS
136
8
BRANDED ENERGIZERS
144
9
MANAGING BRANDED DIFFERENTIATORS AND ENERGIZERS
153
4
CHAPTER 6. ACCESSING STRATEGIC ASSETS: BRAND ALLIANCES
157
32
FORD EXPLORER EDDIE BAUER EDITION
157
5
CO-MASTER BRANDED OFFERINGS
162
5
EXTERNAL BRANDED DIFFERENTIATORS
167
6
EXTERNAL BRANDED ENERGIZERS
173
7
TACTICAL BRAND ALLIANCES
180
1
DEVELOPING EFFECTIVE BRAND ALLIANCES
181
8
PART III. LEVERAGING BRAND ASSETS
CHAPTER 7. LEVERAGING THE BRAND INTO NEW
PRODUCT-MARKETS
189
1
DOVE
189
7
LEVERAGING THE BRAND INTO NEW OFFERINGS
196
7
WILL THE BRAND ENHANCE THE EXTENSION?
203
6
WILL THE EXTENSION ENHANCE THE BRAND?
209
4
IS THERE A COMPELLING NEED FOR A NEW BRAND?
213
3
PUTTING EXTENSION RISKS INTO PERSPECTIVE
216
2
CREATING RANGE BRAND PLATFORMS
218
7
CHAPTER 8. PARTICIPATING IN UPSCALE AND VALUE MARKETS
225
50
GE APPLIANCES
225
2
MARRIOTT
227
3
THE VERTICAL BRAND EXTENSION
230
3
MOVING THE BRAND DOWN
233
11
MOVING A BRAND UP
244
31
PART IV BRINGING FOCUS AND CLARITY TO THE BRAND PORTFOLIO
CHAPTER 9. LEVERAGING THE CORPORATE BRAND
275
14
DELL
257
3
UNITED PARCEL SERVICE (UPS)
260
4
THE CORPORATE BRAND
264
6
WHY LEVERAGE THE CORPORATE BRAND?
270
5
CHALLENGES IN MANAGING THE CORPORATE BRAND
275
6
ENDORSER ROLE
281
3
CHANGING THE CORPORATE BRAND NAME
284
5
CHAPTER 10. TOWARD FOCUS AND CLARITY
289
30
UNILEVER
289
2
FORD VS. BMW
291
4
TOO MANY BRANDS?
295
16
TOO MANY PRODUCT VARIANTS: DECISION FATIGUE
311
6
STRATEGIC BRAND CONSOLIDATION
317
2
EPILOGUE: BRAND PORTFOLIO STRATEGY-20 TAKEAWAYS
319
4
NOTES
323
6
INDEX
329