Advanced Brand Management: Managing Brands in a Changing World, 2nd Edition

Acknowledgments ix

Preface xi

Introduction xiii

1 The Changing Roles of Brand Management 1

THUNG KULA FARM: From Commodity Product to Premium Brand 11

2 Building a Brand Strategy 19

HALLMARK INC.: The Business of the Hallmark Brand—A Paradigm Shift in Thinking 21

UNILEVER MALAYSIA: Romancing the Customer 23

LAND ROVER: Turning Rational Attributes into an Emotional Brand Personality 32

ABSOLUT VODKA: A Brand Built on a Powerful Personality 33

APPLE: Creating Appeal, Desire, and Trust 39

ZARA: For Fast Fashion Fans 43

SAMSUNG: Speed, Innovation, and More Choice for Customers 44

3 Positioning and Brand Management 47

INNOCENT DRINKS: Ethics and Social Responsibility Can Mix with Fun 56

NIKE: Multi-Positioning Strategies 60

LG ELECTRONICS (LG): ‘‘Life‘s Good‘‘ 68

HAIER: Positioning an Asian Brand in a Sophisticated Western Market: Those Who Dare Wins? 90

4 Brand Architecture  97

RAFFLES INTERNATIONAL: Master Branding Endorsement 103

SONY AND ERICSSON: A Winning Partnership? 110

MARRIOTT INTERNATIONAL INC.: Acquisitions and the Problem of Brand Fit 117

CARREFOUR SA (FRANCE) VERSUS AHOLD NV (HOLLAND): Mergers and Acquisitions—Global versus Product Naming 119

MÖET HENNESSY LOUIS VUITTON GROUP (LVMH): The House of Luxury Brands 123

5 Three Great Dilemmas: Brand Stretch, Brand Revitalization, and Brand Deletion 129

CATERPILLAR INC.: An Example of Successful Brand Extension 136

WRIGLEY: Gum Does Stretch! 140

TAB DIET SODA: The Customer Lifeline 143

MAZDA: The Revitalization of a Brand 144

OLDSMOBILE: The Final Parking Lot 157

6 Total Communications for Brand Management 161

HELLO KITTY: Damage Limitation: Quick Response 178

McDONALD‘S: Damage Limitation: Slow Response 179

SINGAPORE AIRLINES: Thrust into Disaster—PR in Action 180

MALAYSIA AIRLINES: Analysis of Advertising Copy for Perceived Brand Personality 186

CHIVAS REGAL: ‘‘Live with Chivalry‘‘ 192

PROCTER & GAMBLE: Cross-Cultural Insights Shape Brand Communications 194

7 Relationship Management, Relationship Brands, and the New Digital World 201

MTV: Will Internet Kill the Video Star? 215

FACEBOOK: See You There! 223

MYSPACE: A Site That Needs to Reinvent Itself 228

TWITTER: A Simple Idea Really Soars 229

BUILDING BRAND OBAMA: Using Online and Offline Strategies 235

GOOGLE: ‘‘Never Settle for the Best ‘‘ 237

8 ‘‘Long Live the Brand!‘‘ : Creating a Brand Culture 243

THE VIRGIN GROUP: Let‘s Have Some Fun! 253

INTEL CORPORATION: Training for Maximum Brand Performance 258

PHILIPS: Brand Philosophy: Making Brand Guardianship Happen 267

OPUS INTERNATIONAL GROUP PLC: Branding Means Commitment and Total Change 271

ACER: Model of Brand Anatomy and Management 281

9 Measuring Brand Success: Market Research and Brand Valuation 285

LLOYDS TSB: Tagging Customers for Increased Profitability and Satisfaction 291

DIAGEO: Performance Tracking 316

10 Conclusion 319

Appendix: Your Brand Management Toolkit 321

Index 339