Creating powerful brands in consumer, service, and industrial markets / Leslie de Chernatony and Malcolm McDonald.

By: De Chernatony, L. (Leslie).

Contributor(s): McDonald, Malcolm | De Chernatony, L. (Leslie). Creating powerful brands.

Material type: materialTypeLabel

BookSeries: CIM professional.Publisher: Oxford ; Boston : Butterworth-Heinemann, 1998Edition: 2nd ed.Description: xiii, 430 p. : ill. ; 24 cm. + pbk.ISBN: 0750622407.Subject(s): Brand name products

| Planning

| Marketing

DDC classification: 658.827

Contents:

Part One: Foundations of brand management -- Why it is important to create powerful brands -- Understanding the branding process -- Part Two: Brand management in different sectors -- How consumers choose brands -- How consumer brands satisfy social and psychological needs -- Business to business branding -- Service brands -- Retailer issues in branding -- Part Three: Winning the brands battle -- How powerful brands beat competitors -- The challenge of developing and sustaining added values -- Brand planning -- Brand evaluation.

Holdings
Item type	Current library	Call number	Copy number	Status	Date due	Barcode	Item holds
General Lending	MTU Bishopstown Library Lending	658.827 (Browse shelf(Opens below))	1	Available		00074594
General Lending	MTU Bishopstown Library Lending	658.827 (Browse shelf(Opens below))	1	Available		00074595

Total holds: 0

Enhanced descriptions from Syndetics:

The success of Creating Powerful Brands has led to the preparation of this fully revised and updated second edition which retains all the strengths of the original book enhanced by the latest examples and best practice.

The powerful and expert analysis of key elements of branding gives the reader:
* A comprehensive coverage of brand management
* An applications orientated approach grounded on solid theory
* A set of unique frameworks for organizing the principles of brand building

Students on MBA, BA and Professional Development courses as well as practitioners will find this an essential guide when developing more effective brand strategies.

Comprehensive coverage of brand management
Applications orientated, yet grounded on solid theory
Frameworks organizing the principles of brand building

Rev. ed. of: Creating powerful brands. 1992.

"Published in association with the Chartered Institute of Marketing.".

Includes bibliographical references and index.

Table of contents provided by Syndetics

About the authors (p. xiii)
Preface (p. xv)
Acknowledgements (p. xix)
Part 1 Foundations of Brand Management
1 Why it is important to create powerful brands (p. 3)
Summary (p. 3)
Dispelling misunderstanding about product management (p. 3)
What is a product? (p. 4)
The nature of relationships with customers (p. 8)
The organization's marketing assets (p. 10)
The importance of the brand (p. 12)
Building successful brands (p. 18)
Book modus operandi (p. 19)
Reference and further reading (p. 19)
2 Understanding the branding process (p. 20)
Summary (p. 20)
Brand success through integrating marketing resources (p. 20)
The concept of the brand (p. 22)
Characteristics of brands (p. 26)
Brands as relationship builders (p. 31)
Historical evolution of brands (p. 32)
Brand evolution: distributors' brands and generics (p. 36)
Brand categorization (p. 39)
The value of brands to manufacturers, distributors and consumers (p. 50)
The importance of brand planning (p. 53)
The issues influencing brand potential (p. 54)
Conclusions (p. 60)
Marketing action checklist (p. 61)
References and further reading (p. 63)
Part 2 Brand Management in Different Sectors
3 How consumers choose brands (p. 69)
Summary (p. 69)
Brands and the consumer's buying process (p. 70)
Consumers' low involvement with brands (p. 80)
Consumers' need-states (p. 82)
Differential brand marketing (p. 86)
Consumers' perceptions of added values (p. 87)
The extent to which consumers search for brand information (p. 91)
Reasons for limited search for external information (p. 93)
Brand information: quality or quantity? (p. 93)
Clues to evaluate brands (p. 94)
Brand names as informational chunks (p. 95)
The challenge to branding from perception (p. 97)
Naming brands: individual or company name? (p. 103)
A strategic approach to naming brands (p. 108)
Issues associated with effective brand names (p. 111)
The brand as a risk reducer (p. 114)
Conclusions (p. 116)
Marketing action checklist (p. 118)
References and further reading (p. 120)
4 How consumer brands satisfy social and psychological needs (p. 124)
Summary (p. 124)
Added values beyond functionalism (p. 125)
Brands and symbolism (p. 129)
Self-concept and branding (p. 134)
Brand values and personality (p. 137)
Brand personality and relationship building (p. 141)
The contribution of semiotics to branding (p. 145)
Conclusions (p. 151)
Marketing action checklist (p. 153)
References and further reading (p. 157)
5 Business to business branding (p. 159)
Summary (p. 159)
Brands and organizational marketing (p. 160)
The unique characteristics of organizational marketing (p. 165)
Nature of brands in organizational markets (p. 170)
Who buys brands? (p. 171)
Anticipating the role of buying centre members (p. 173)
The organizational buying process (p. 176)
Brand values in industrial branding (p. 180)
Brands as relationship builders (p. 182)
Factors influencing brand selection (p. 187)
Providing organizational buyers with brand information (p. 195)
The company as a brand (p. 197)
Varying receptivity to branding (p. 200)
Conclusions (p. 201)
Marketing action checklist (p. 203)
References and further reading (p. 205)
6 Service brands (p. 208)
Summary (p. 208)
The importance of services (p. 208)
The challenge of services branding (p. 210)
Moving beyond the fast-moving consumer goods model (p. 214)
The process of building and sustaining powerful services brands (p. 217)
The distinctive nature of services (p. 219)
Branding to make tangible the intangible (p. 228)
Consistent service brands through staff (p. 232)
Service brands with the optimum consumer participation (p. 234)
Building service brand equity (p. 236)
Conclusions (p. 238)
Marketing action checklist (p. 239)
References and further reading (p. 240)
7 Retailer issues in branding (p. 242)
Summary (p. 242)
Brands as a sign of ownership (p. 242)
The backing behind own label (p. 246)
The arrival and demise of generics (p. 250)
The increasingly powerful retailer (p. 251)
The responses of weak and strong manufacturers (p. 253)
Convenience versus non-convenience outlets (p. 256)
Whether to become an own label supplier (p. 256)
How retailers select own label suppliers (p. 259)
Prioritizing brand investment through different retailers (p. 260)
Winning with brands rather than own labels (p. 263)
Understanding the balance of power (p. 266)
Category management (p. 270)
Efficient consumer response (p. 274)
Conclusions (p. 280)
Marketing action checklist (p. 282)
References and further reading (p. 285)
8 Brands on the Internet (p. 287)
Summary (p. 287)
Moving into a virtual environment (p. 287)
Reconceiving the concept of 'brand'? (p. 290)
Importance of on-line brand experience (p. 292)
An Internet induced golden age for brands (p. 299)
The challenges facing brands on the Internet (p. 305)
Loosely versus tightly controlled brands (p. 309)
Conclusions (p. 310)
Marketing actions checklist (p. 311)
References and further reading (p. 314)
Part 3 Winning the Brands Battle
9 How powerful brands beat competitors (p. 319)
Summary (p. 319)
Brands as strategic devices (p. 319)
Cost-driven or value-added brands? (p. 321)
Identifying brands' sources of competitive advantage (p. 333)
Focusing brands' competitive advantages (p. 338)
Sustaining a brand's competitive advantage (p. 339)
Sustaining a service brand's competitive advantage (p. 341)
Anticipating competitor response (p. 344)
The meaning of brand share (p. 346)
Striving for profitable brands (p. 349)
Characterizing successful brands (p. 352)
Need for promotional support (p. 354)
Should a company build brands or buy brands? (p. 356)
Extending brands (p. 356)
Conclusions (p. 360)
Marketing action checklist (p. 361)
References and further reading (p. 363)
10 The challenge of developing and sustaining added values (p. 366)
Summary (p. 366)
Positioning brands as added-value offerings (p. 367)
Noticeably different, relevant and welcomed added values (p. 371)
Identifying added values (p. 375)
Adding value through consumer participation (p. 381)
Adding value through customization (p. 383)
Adding value through building relationships (p. 385)
Protecting brands through trade mark registration (p. 387)
The challenges to brands (p. 391)
Conclusions (p. 396)
Marketing action checklist (p. 398)
References and further reading (p. 400)
11 Brand planning (p. 402)
Summary (p. 402)
Maintaining the brand's core values (p. 402)
Bridging the brand's values (p. 404)
Defining brand dimensions (p. 406)
The de Chernatony-McWilliam brand planning matrix (p. 409)
Managing brands over their life cycles (p. 414)
Rejuvenating 'has been' brands (p. 422)
A systematic approach for revitalizing brands (p. 426)
Conclusions (p. 428)
Marketing action checklist (p. 430)
References and further reading (p. 433)
12 Brand evaluation (p. 436)
Summary (p. 436)
Growing brand equity (p. 436)
Commercial models of brand equity growth (p. 439)
Measuring brand equity (p. 443)
Methods of measuring the financial value of a brand (p. 451)
Conclusions (p. 456)
Marketing action checklist (p. 457)
References and further reading (p. 459)
Index (p. 461)

Author notes provided by Syndetics

Leslie de Chernatony is Professor of Brand Marketing and Director of the Centre for Research in Brand Marketing at The Birmingham Business School, The University of Birmingham, UK
Malcolm McDonald is Professor of Marketing and Deputy Director at the School of Management, Cranfield University, UK