List of Figures ................................................. x
List of Tables ................................................ xii
How to use this Book .......................................... xiv
SECTION 1 The Sociocultural 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 .......................................... 21
Introduction ................................................ 22
What is emotion? ............................................ 22
Emotion and consumer choice ................................. 23
Social perspectives on emotion .............................. 24
Emotional response .......................................... 25
Consumption and the symbolic meaning of goods ............... 27
A conceptual model of emotion-driven choice ................. 27
Emotion and preference formation ............................ 28
Justification of emotion-driven choice ...................... 31
The process of emotion-driven choice ........................ 32
Emotions and trust .......................................... 32
Trust in human relationships ................................ 34
A model of trust and confidence in brands ................... 34
Emotional brand associations ................................ 35
Implications for brand strategy ............................. 38
3 The Symbolic Meaning of Brands .............................. 47
Introduction ................................................ 48
The postmodern consumer and symbolic meaning ................ 48
The postmodern consumer and identity ........................ 49
Identity and self-symbolic consumption ...................... 51
Lived versus mediated experience ............................ 52
Symbolic meaning, advertising, and brands ................... 52
Identity and social-symbolic consumption .................... 54
Some implications for brand strategy ........................ 57
4 Cultural Meaning Systems and Brands ......................... 66
Introduction ................................................ 67
Semiotics and brand meanings ................................ 67
Personal meanings ........................................... 69
Social differentiation and social integration ............... 72
Neo-tribes .................................................. 75
SECTION 2 Brand Equity and Brand Building ..................... 85
5 Brand Equity ................................................ 87
Introduction ................................................ 88
Name value .................................................. 88
Denning brand equity ........................................ 89
The central role of brand equity in the management of
brands ..................................................... 101
6 Building Brands through Marketing Communication ............ 108
Introduction ............................................... 109
The nature of brands and marketing communication ........... 110
Marketing communications strategy .......................... 112
Brand communication strategy ............................... 120
Building brands with non-traditional media ................. 129
7 Measuring Brand Performance and Equit ...................... 141
Introduction ............................................... 142
Tracking brand performance ................................. 142
Measuring brand equity ..................................... 146
Primary research for measuring brand equity ................ 148
SECTION 3 Managing Brands .................................... 173
8 Brand Strategies 1—Symbolic Brands ......................... 175
Introduction ............................................... 176
Managing brand strategies in mindspace ..................... 176
Symbolic brand strategies .................................. 178
Personal meaning strategies ................................ 179
Social differentiation strategies .......................... 184
Social integration strategies .............................. 188
9 Brand Strategies 2 - Low-involvement Brands ................ 195
Introduction ............................................... 196
Brand awareness and brand salience ......................... 196
Brands and pre-conscious processes ......................... 197
Minimal cognitive processes ................................ 198
Behavioural processes ...................................... 202
Managing consumer perceptions .............................. 204
Managing choice situations ................................. 208
Increasing usage quantities ................................ 209
Building brand loyalty ..................................... 210
10 Brands, Innovation, and High Technology .................... 217
Introduction ............................................... 218
Individual factors in the adoption of innovations .......... 220
The evolution of the active consumer ....................... 225
Sociocultural factors in the adoption of innovations ....... 227
Managing high-technology brand strategy .................... 229
11 Brand Stretching and Retrenching ........................... 240
Introduction ............................................... 241
Product and brand portfolios ............................... 241
Product portfolio management ............................... 245
Brand extensions ........................................... 252
Brand stretching in a postmodern world ..................... 259
12 Managing Corporate Reputation .............................. 267
Introduction ............................................... 268
The nature of services ..................................... 268
Managing brand touchpoints ................................. 270
Corporate reputation: vision, culture, and image ........... 271
Vision-Culture-Image gap analysis .......................... 272
Corporate culture and the corporate brand .................. 274
Developing corporate brand strategy ........................ 274
Living the brand ........................................... 277
The employer brand ......................................... 278
Managing the corporate brand image/reputation .............. 279
Index ......................................................... 285
|
