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Excerpts

CONTENTS

Preface

1. What is a Strong Brand?

The Kodak Story
What Is Brand Equity?
Brand Awareness
Perceived Quality
Brand Loyalty
Brand Associations
Objectives of the Book
Building Strong Brands Why Is It Hard?

2. The Saturn Story

Saturn -- A Strong Brand?
How Saturn Built a Brand
Challenges Facing Saturn and General Motors

3. The Brand Identity System

What Is Brand Identity?
Brand Identity Traps
Four Brand Identity Perspectives
The Identity Structure
Providing a Value Proposition
Providing Credibility
The Bottom Line: A Brand-Customer Relationship
Working with Multiple Brand Identities

4. Organizational Associations

The Body Shop Story
The Story of Branding in Japan
The Brand as Organization
Organizational Associations
How Organizational Associations Work

5. Brand Personality

The Harley-Davidson Story
Measuring Brand Personality
How a Brand Personality is Created
Why Use Brand Personality?
The Self-Expression Model
The Relationship Basis Model
The Functional Benefit Representation Model
Brand Personality versus User Imagery
Brand Personality as a Sustainable Advantage

6. Identity Implementation

The Brand Position
Achieving Brilliance in Execution
Tracking
A Strategic Brand Analysis
The Power of Brand Identity and Position

7. Brand Strategies Over Time

The General Electric Story
The Smirnoff Story
Why Change Identities, Positions or Executions?
Why Consistency (If Done Well) is Better
Consistency Over Time: Why Is It Hard?
The Search for the Fountain of Youth

8. Managing Brand Systems

Toward a System of Brands
Driver Roles
The Endorser Role
Strategic Brands
Subbrand Roles
Branding Benefits
Silver Bullets
How Many Brands?

9. Leveraging the Brand

The Healthy Choice Story
The Kingsford Charcoal Story
Line Extensions
Moving the Brand Down
Moving a Brand Up
Brand Extension Decisions
Creating Range Brands
Co-Branding
The Brand Systems Audit

10. Measuring Brand Equity Across Products & Markets

Young & Rubicam's Brand-Asset Valuator
Total Research's EquiTrend
Interbrand's Top Brands
Why Measure Brand Equity Across Products and Markets?
The Brand Equity Ten
Loyalty Measures
Perceived Quality and Leadership Measures
Associations/Differentiation Measures
Awareness Measures
Market Behavior Measures
Toward a Single Value of Brand Equity
Adapting the Measures to a Brand's Context

11. Organizing for Brand Building

Brand-Building Imperatives
Adapting the Organization for Brand Building
The Role of the Agency
A Parting Word

Notes
Index
About the Author