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| 008 | 020327s2003 njua b 001 0 eng | |
| 010 | ▼a ?02025164 | |
| 020 | ▼a 0130411507 | |
| 020 | ▼a 0131006703 (Best practice cases in branding) | |
| 020 | ▼a 0131764195 (set) | |
| 040 | ▼a DLC ▼c DLC ▼d C#P ▼d 211009 | |
| 042 | ▼a pcc | |
| 049 | 1 | ▼l 111245693 ▼l 111280890 ▼l 111280891 ▼l 111280892 ▼l 111280893 ▼l 111280894 |
| 050 | 0 0 | ▼a HD69.B7 ▼b K45 2003 |
| 082 | 0 0 | ▼a 658.8/27 ▼2 21 |
| 090 | ▼a 658.827 ▼b K29s2 | |
| 100 | 1 | ▼a Keller, Kevin Lane, ▼d 1956- ▼0 AUTH(211009)132599. |
| 245 | 1 0 | ▼a Strategic brand management : ▼b building, measuring, and managing brand equity / ▼c Kevin Lane Keller. |
| 250 | ▼a 2nd ed. | |
| 260 | ▼a Upper Saddle River, N.J. : ▼b Prentice Hall, ▼c c2003. | |
| 300 | ▼a xxvii, 788 p. : ▼b ill. ; ▼c 25 cm. | |
| 500 | ▼a Accompanied by: Best practice cases in branding : lessons from the world's strongest brands [for] Strategic brand management, second edition. 1 book (218 p., ill., 24 cm.). | |
| 504 | ▼a Includes bibliographical references and index. | |
| 650 | 0 | ▼a Brand name products ▼x Management. |
| 740 | 0 2 | ▼a Best practice cases in branding. |
소장정보
| No. | 소장처 | 청구기호 | 등록번호 | 도서상태 | 반납예정일 | 예약 | 서비스 |
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| No. 1 | 소장처 중앙도서관/교육보존A/6 | 청구기호 658.827 K29s2 | 등록번호 111245693 (28회 대출) | 도서상태 대출가능 | 반납예정일 | 예약 | 서비스 |
| No. 2 | 소장처 중앙도서관/교육보존A/6 | 청구기호 658.827 K29s2 | 등록번호 111280890 (19회 대출) | 도서상태 대출가능 | 반납예정일 | 예약 | 서비스 |
| No. 3 | 소장처 중앙도서관/교육보존A/6 | 청구기호 658.827 K29s2 | 등록번호 111280891 (18회 대출) | 도서상태 대출가능 | 반납예정일 | 예약 | 서비스 |
| No. 4 | 소장처 중앙도서관/교육보존A/6 | 청구기호 658.827 K29s2 | 등록번호 111280892 (12회 대출) | 도서상태 대출가능 | 반납예정일 | 예약 | 서비스 |
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| No. 6 | 소장처 중앙도서관/교육보존A/6 | 청구기호 658.827 K29s2 | 등록번호 111280894 (24회 대출) | 도서상태 대출가능 | 반납예정일 | 예약 | 서비스 |
컨텐츠정보
책소개
For upper-level undergraduate and MBA courses in Brand Management, Brand Strategy, Product Management, and Marketing Strategy. Written by today's leading authority in brand management. Incorporating the latest thinking and developments from both academia and industry, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions-and thus improving the long-term profitability of specific brand strategies. Finely focused on "how-to" and "why" throughout, it provides specific tactical guidelines for planning, building, measuring, and managing brand equity. It includes numerous examples on virtually every topic and over 100 Branding Briefs that identify successful and unsuccessful brands and explain why they have been so.
정보제공 :
저자소개
케빈 레인 켈러(지은이)
미국 다트머스대학교 터크경영대학원의 교수이며 코넬대학교, 카네기멜론대학교, 듀크대학교에서 학위를 받았다. 그는 다트머스대학교 MBA 과정에서 마케팅 관리, 전략적 브랜드 관리를 강의하고 최고 경영자 과정에서는 이러한 주제로 강연을 하고 있다. Keller 교수는 스탠퍼드대학교, 버클리 소재 캘리포니아대학교, 채플힐 소재 노스캐롤라이나 대학교의 교수로 재직하였으며 듀크대학교의 객원교수로도 재직하였다. 또한 뱅크 오브 아메리카에서 2년 동안 마케팅 컨설턴트로도 재직하였다. 그의 연구 관심 분야는 소비자 행동에 관련된 콘셉트와 이론에 대한 이해가 어떻게 마케팅과 브랜딩 전략을 향상시킬 수 있는지다. 그의 연구는 주요 마케팅 저널－Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research－에 발표되었으며 이 저널들의 편집위원도 담당해오고 있다. Keller 교수는 다양한 산업군에서 다양한 마케팅 프로젝트를 수행해오고 있으며 세계에서 가장 성공한 브랜드의 마케터(액센츄어, 아메리칸 익스프레스, 디즈니, 포드, 인텔, 리바이 스트라우스, P&G, 삼성)로서 컨설팅과 자문을 하였다. 부가적인 컨설팅 활동을 해온 회사로는 올스테이트, 니베아, 블루크로스 블루실드, 캠벨, 콜게이트, 엘리 릴리, 엑슨모빌, 제너럴 밀스, GfK, 굿이어, 허스브로, 인튜이트, 존슨앤드존슨, 코닥, L.L.빈, 메이요 클리닉, MTV, 노드스트롬, 오션 스프레이, 레드햇, SAB 밀러, 쉘 오일, 스타벅스, 유니레버, 영&루비컴이다. 이 외에도 학계와 업계에서 다양한 활동을 하고 있다.
목차
[Volume. 1]---------- CONTENTS Prologue : Branding Is Not Rocket Science = xiii Preface = xv Acknowledgments = xxiii About the Author = xxv PART Ⅰ : OPENING PERSPECTIVES CHAPTER 1 Brands and Brand Management = 1 Preview = 2 What Is a Brand? = 3 Brands Versus Products = 3 Why Do Brands Matter? = 8 Consumers = 9 Firms = 11 Can Anything Be Branded? = 13 Physical Goods = 15 Services = 16 Retailers and Distributors = 19 Online Products and Services = 20 People and Organizations = 22 Sports, Arts, and Entertainment = 27 Geographic Locations = 30 Ideas and Causes = 33 What Are the Strongest Brands? = 33 Branding Challenges and Opportunities = 38 Savvy Customers = 39 Brand Proliferation = 40 Media Fragmentation = 40 Increased Competiotn = 40 Increased Costs = 41 Greater Accountability = 41 The Brand Equity Concept = 41 Strategic Brand Management Process = 41 Identifying and Establishing Brand Positioning and Values = 44 Planning and Implementing Brand Marketing Programs = 45 Measuring and Interpreting Brand Performane = 47 Growing and Sustaining Brand Equity = 48 Review = 50 Discussion Questions = 51 Brand Focus 1.0 Historical Origins of Branding = 52 PART Ⅱ : IDENTIFYING AND ESTABLISHING BRAND POSITIONING AND VALUES CHAPTER 2 Customer-Based Brand Equity = 58 Preview = 59 Customer-Based Brand Equity = 59 Brand Equity as a Bridge = 61 Making a Brand Strong : Brand Konwledge = 64 Sources of Brand Equity = 67 Brand Awareness = 67 Brand Image = 70 Building a Strong Brand : The Four Steps of Brand Building = 75 Brand Building Blocks = 75 Brand Salience = 76 Brand Performance = 81 Brand Imagery = 83 Brand Judgments = 88 Brand Feelings = 90 Brand Resonance = 92 Brand-Building Implications = 96 Customers Own Brands = 96 Don't Take Shortcuts with Brands = 96 Brands Should Have a Duality = 99 Brands Should Have Richness = 100 Brand Resonance Provides Important Focus = 100 Review = 101 Discussion Questions = 103 Brand Focus 2.0 The Marketing Advantages of Strong Brands = 104 CHAPTER 3 Brand Positioning and Values = 118 Preview = 118 Identifying and Establishing Brand Positioning = 119 Basic Concepts = 119 Target Market = 120 Nature of Competition = 128 Points of Parity and Points of difference = 131 Positioning Guidelines = 136 Defining and Communication the Competitive Frame of Reference = 136 Choosing Points of Parity and Points of Difference = 142 Establishing Points of Parity and Points of Difference = 144 Updating Positioning over Time = 146 Defining and Establishing Brand Values = 150 Core Brand Values = 151 Brand Mantras = 151 Internal Branding = 156 Review = 159 Discussion Questions = 161 Brand Focus 3.0 Brand Audit Guidelines = 162 PART Ⅲ : PLANNING AND IMPLEMENTING BRAND MARKETING PROGRAMS CHAPTER 4 Choosing Brand Elements to Build Brand Equity = 174 Preview = 175 Criteria for Choosing Brand Elements = 175 Memorability = 175 Meaningfulness = 176 Likability = 177 Transferability = 177 Adaptability = 180 Protectability = 180 Options and Tactics for Brand Elements = 181 Brand Names = 182 URLs = 191 Logos and Symbols = 193 Characters = 197 Slogans = 204 Jingles = 210 Packaging = 210 Putting It All Together = 218 Review = 219 Discussion Questions = 219 Brand Focus 4.0 Legal Branding Considerations = 221 CHAPTER 5 Disigning Marketing Programs to Build Brand Equity = 228 Preview = 229 New Perspectives on Marketing = 229 Personalizing Marketing = 229 Reconciling the New Marketing Approaches = 237 Product Strategy = 237 Perceived Quality and Value = 238 Relationship Marketing = 243 Summary = 247 Pricing Strategy = 248 Consumer Price Perceptions = 248 Setting Prices to Build Brand Equity = 249 Summary = 259 Channel Strategy = 259 Channel Design = 259 Indirect Channels = 260 Direct Channels = 264 Web Strategies = 269 Summary = 270 Review = 271 Discussion Questions = 271 Brand Focus 5.0 Private Label Strategies and Responses = 273 CHAPTER 6 Integrating Marketing Communications to Build Brand Equity = 282 Preview = 283 Information Processing Model of Communications = 285 Overview of Marketing Communication Options = 286 Advertising = 286 Promotion = 309 Event Marketing and Sponsorship = 315 Public Relations and Publicity = 321 Personal Selling = 322 Developing Integrated Marketing Communication Programs = 325 Mixing Communication Options = 325 Matching Communication Options = 329 Using IMC Choice Creiteria = 333 Review = 335 Discussion Questions = 336 Brand Focus 6.0 Weathering a Brand Crisis : The Tylenol Experience = 337 Brand Focus 6.1 Coordinating Media to Build Brand Equity = 342 CHAPTER 7 Leveraging Secondary Brand Knowledge to Build Brand Equity = 349 Preview = 349 Conceptualizing the Leveraging Process = 351 Creation of New Brand Associations = 351 Effects on Exisiting Brand Kowledge = 351 Guidelines = 352 Company = 353 Country of Origin and Other Geographic Areas = 355 Channels of distribution = 358 Co-branding = 360 Guidelines = 362 Ingredient Branding = 366 Licensing = 371 Guidelines = 371 Celebrity endorsement = 375 Potential Problems = 376 Guidelines = 379 Sporting, Cultural, or Other Events = 381 Third-Party Sources = 382 Review = 383 Discussion Questions = 383 Brand Focus 7.0 Going for Corporate Gold at the Olympics = 384 PART Ⅳ : MEASURING AND INTERRETING BRAND PERFORMANCE CHAPTER 8 Developing a Brand Equity Measurement and Management System = 388 Preview = 389 The Brand Value Chain = 390 Value Stages = 390 Illustrations = 395 Implications = 397 Designing Brand Tracking Studies = 399 What to Track = 399 How to Conduct Tracking Studies = 406 How to Interpret Tracking Studies = 407 Establishing a Brand Equity management System = 408 Brand Equity Charter = 409 Brand Equity Report = 410 Brand Equity Responsibilities = 411 Review = 421 Discussion Questions = 423 Brand Focus 8.0 Understanding and Managing the Mayo Clinic Brand = 425 CHAPTER 9 Measuring Sources of Brand Equity : Capturing Customer Mindset = 429 Preview = 430 Qualitative Research Techniques = 432 Free Association = 433 Projective Techniques = 440 Brand Personality and Values = 444 Experiential Methods = 447 Summary = 453 Quantitative Research Techniques = 453 Awareness = 453 Image = 458 Brand Responses = 462 Brand Relationships = 462 Review = 466 Discussion Questions = 467 Brand Focus 9.0 Harvard Research into Consumers and Brands = 468 CHAPTER 10 Measuring Outcomes of Brand Equity : Capturing Market Performance = 477 Preview = 477 Comparative Methods = 482 Brand-Based Comparative Approaches = 482 Marketing-Based Comparatived Approaches = 484 Conjoint Analysis = 486 Residual Approaches = 490 Review = 504 Discussion Questions = 508 Brand Focus 10.0 Young & Rubicam's BrandAsset Valuator = 509 PART Ⅴ : GROWING AND SUSTAINING BRAND EQUITY CHPATER 11 Designing and Implementing Branding Strategies = 520 Preview = 521 The Brand-Product Matrix = 521 Breadth of a Branding Strategy = 524 Depth of a Branding Strategy = 526 Brand Hierarchy = 534 Building Equity at Different Hierarchy Levels = 538 Corporate Image Dimensions = 544 Disining a Branding Stragegy = 551 Number of Levels of the Brand Hierarchy = 554 Desired Awareness and Image at Each Hierarchy Level = 555 Combining Brand Elements from Different Levels = 558 Linking Brand Elements to Multiple Products = 558 Adjustments to the Marketing Program = 560 Review = 563 Discussion Questions = 565 Brand Focus 11.0 Using Cause Marketing to Build Brand Equity = 566 CHAPTER 12 Introducing and Naming New Products and Brand Extersions = 575 Preview = 576 New Products and Brand Extensions = 576 Advantages of Extensions = 581 Facilitate New Product Acceptance = 581 Provide Feedback Benefits to the Parent Brand = 586 Can Confuse or Frustrate Consumers = 590 Disadvantages of Brand Extensions = 590 Can Encounter Retailer Resistance = 591 Can Fail and Hurt Parent Brand Image = 591 Can Succeed but Cannibalize Sales of Parent Brand = 594 Can Succeed but Diminish Idenitification with Any One Category = 594 Can Succeed but Hurt the Image of the Parent Brand = 595 Can Dilute Brand Meaning = 595 Can Cause the Company to Forgo the Chance to Develop a New Brand = 598 Understanding How Consumers Evaluate Brand Extensions = 598 Managerial Assumptions = 598 Brand Extensions and Brand Equity = 600 Evaluation Brand Extension Opportunities = 601 Define Actual and Desired Consumer Kowledge about the Brand = 601 Identify Possible Extension Candidates = 602 Evaluate the Potential of the Extension Candidate = 603 Design Marketing Programs to Launch Extension = 606 Evaluate Extension Success and Effects on Parent Brand Equity = 608 Extension Guidelines Based on Academic Research = 608 Review = 623 Discussion Quesions = 624 Brand Focus 12.0 Guidelines fore Profitable Line Extensions = 625 CHAPTER 13 Managing Brands over Time = 632 Preview = 632 Reinforcing Brands = 634 Maintaining Brand Consistency = 634 Protecting Sources of Brand Equity = 637 Fortifying versus Leveraging = 638 Fine-Tuning the Supporting Marketing Program = 639 Summary = 651 Revitalizing Brands = 651 Expanding Brand Awareness = 654 Improving Brand Image = 659 Entering New Markets = 662 Adjustments to the Brand Portfolio = 663 Migration Strategies = 663 Acquiring New Customers = 664 Retiring Brands = 668 Review = 671 Discussion Questions = 675 Brand Focus 13.0 Corporate Rebranding and Name Changes = 676 CHPTER 14 Managing Brands over Geographic Boundaries and Market Segments = 680 Preview = 681 Rationale for Going International = 681 Advantages of Global Marketing Programs = 683 Exonomies of Scale in Production and Distrubution = 683 Lower Marketing Costs = 684 Power and Scope = 684 Consistency in Brand Image = 684 Ability to Leverage Good Ideas Quickly and Effciently = 685 Uniformity of Marketing Practices = 685 Disadvantages of Global Marketing Programs = 685 Differences in Consumer Needs, Wants, and Usage Patterns for Products = 686 Differences in Consumer Response to Marketing Mix Elements = 686 Differences in Brand and Product Development and the Competitive Environment = 687 Differences in the Legal Environment = 687 Differences in Marketing Institutions = 687 Differences in Administrative Procedures = 689 Standardization versus Customization = 689 Standardization and Customization = 690 Global Brand Strategy = 694 Global Customer-Based Brand Equity = 694 Global Brand Positioning = 696 Building Global Customer-Based Brand Equity = 697 1. Understand Similarities and Differences in the Global Branding Landscape = 697 2. Don't Take Shortcurts in Brand Building = 699 3. Establish Marketing Infrastructure = 701 4. Embrace Integrated Marketin Communications = 702 5. Cultivate Brand Partnerships = 705 6. Balance Standardization and Customization = 707 7. Balance Global and Local Control = 713 8. Establish Operable Guidelines = 715 9. Implement a Global Brand Equity Measurement System = 717 10. Leverage Brand Elements = 717 Review = 719 Discussion Questions = 721 Brand Focus 14.0 Building Brand Equity across Other Market Segments = 722 PART Ⅵ : CLOSING PERSPECTIVES CHAPTER 15 Closing Observations = 729 Preview = 729 Stragegic Brand Management Guidelines = 730 Summary of Customer-Based Brand Equity Framework = 730 Tactical Giudelines = 732 What Makes a Strong Brand? = 735 Special Applications = 737 Industrial and Business-to-Business Products = 737 High-Tech Products = 741 Services = 744 Retailers = 748 Small Businesses = 751 Online = 755 Future Brand Priorities = 757 Building Brand Equity = 758 Measuring Brand Equity = 759 Managing Brand Equity = 759 Achieving Marketing Balance = 760 Review = 764 Discussion Questions = 765 Brand Focus 15.0 The Brnad Report Card = 766 Epilogue = 768 Credits = 769 Index = 771 [Volume. 2]---------- CONTENTS Preface Biography Case 1 - Levi Strauss & Co. : Creating a Sub-Brand = 1 Case 2 - Intel Corporation : Branding an Ingredient = 16 Case 3 - The California Milk Processor Board : Branding a Commodity = 36 Case 4 - Red Bull : Building Brand Equity in New Ways = 53 Case 5 - MTV : Building Brand Resonance = 73 Case 6 - Nike : Building a Global Brand = 92 Case 7 - DuPont : Managing a Corporate Brad = 111 Case 8 - Nivea : Managing a Brand Portfolio = 126 Case 9 - Starbucks Corporation : Managing a High Growth Brand = 149 Case 10 - Yahoo! : Managing an Internet Brand = 165 Case 11 - Snapple : Revitalizing a Brand = 181 Case 12 - Accenture : Rebranding and Repositioning a Global Power Brand = 194