Table of contents for Strategic brand management / Richard Elliott, Larry Percy.

Bibliographic record and links to related information available from the Library of Congress catalog.

Note: Contents data are machine generated based on pre-publication provided by the publisher. Contents may have variations from the printed book or be incomplete or contain other coding.


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CONTENTS
List of figures xiii
List of tables xv
SECTION 1
The Socio-Cultural Meaning of Brands 1
1 Understanding the Social Psychology of Brands 3
Introduction 4
Understanding consumer behaviour 5
Consumer involvement 10
Low-involvement choice 11
Low-involvement choice and emotion 12
Brands and low-involvement choice 13
2 Emotion and Brands 19
Introduction 20
What is emotion? 20
Emotion and consumer choice 21
Social perspectives on emotion 22
Emotional response 23
Consumption and the symbolic meaning of goods 25
A conceptual model of emotion-driven choice 25
Emotion and preference formation 25
Justification of emotion-driven choice 27
The process of emotion-driven choice 29
Emotions and trust 29
Trust in human relationships 30
A model of trust and confidence in brands 31
Emotional brand associations 32
Implications for brand strategy 34
3 The Symbolic Meaning of Brands 43
Introduction 44
The postmodern consumer and symbolic meaning 44
The postmodern consumer and identity 46
Identity and self-symbolic consumption 48
Lived vs. mediated experience 49
Symbolic meaning, advertising and brands 49
Identity and social-symbolic consumption 50
Some implications for brand strategy 52
4 Cultural Meaning Systems and Brands 61
Introduction 62
Semiotics and band meanings 62
Personal meanings 64
Social differentiation and social integration 66
SECTION 2
Brand Equity 77
5Brand Equity 79
Introduction 80
Name value 80
Defining brand equity 81
Model of Brand Equity Synthesis 94
6 Auditing and Measuring Brand Equity 101
Introduction 102
Conducting a Brand Equity Audit 103
Measuring Brand Equity 104
Qualitative research 105
Ethnography 109
Quantitative research 109
Understanding the nature of brand equity 117
SECTION 3
Managing Brands 129
7 Brand Strategies 1-Symbolic Brands 131
Introduction 132
Managing brand strategies in mindspace 132
The role of advertising and promotion in brand strategy 134
Symbolic brand strategies 134
Personal meaning strategies 136
Social differentiation strategies 141
Social integration strategies 145
8 Brand Strategies 2-Functional Brands 153
Introduction 154
Brand awareness and brand salience 154
Brands and pre-conscious processes 155
Minimal cognitive processes 157
Behavioural processes 161
Managing consumer perceptions 164
Managing choice situations 166
Increasing purchase quantities 167
Increasing usage quantities 168
Building brand loyalty 169
9 Brand Stretching and Retrenching 177
Introduction 178
Product and brand portfolios 178
Product portfolio management 182
Brand extensions 190
Brand stretching in a postmodern world 197
10 Branding Services and Managing the Corporate Brand 205
Introduction 206
The nature of services 206
Managing brand touchpoints 208
Corporate reputation: vision, culture and image 209
Vision-Culture-Image gap analysis 210
Stakeholder groups 210
Stakeholder orientations 211
Corporate culture and the corporate brand 211
Developing corporate brand strategy 212
Living the brand 216
The employer brand 217
Managing the corporate brand image/reputation 217
11 Brands and Advertising 225
Introduction 226
The nature of brands and advertising 226
Positioning 227
Brand attitude 227
Positioning brands in communication 228
Positioning statement 235
Brand communication strategy 236
Insights from tracking studies of brand-advertising effects 245

Library of Congress Subject Headings for this publication:

Product management.
Strategic planning.