Page 11 - Marketing Management
P. 11

New Technology and Business                        MARKETING INSIGHT The Brand Value
                  Customers   204                                    Chain   255
               Institutional and Government Markets  205
                                                                    MARKETING INSIGHT What Is a Brand
               Summary     207
                                                                     Worth?   257
               Applications   208
                                                                    Managing Brand Equity  258
                                                                      Brand Reinforcement  258
          CHAPTER 8   Identifying Market Segments and                 Brand Revitalization  259
                      Targets   212                                 Devising a Branding Strategy  260
                                                                      Branding Decisions  261
               Bases for Segmenting Consumer                          Brand Portfolios  262
                Markets 214                                           Brand Extensions  263
                 Geographic Segmentation   214                      Customer Equity  267
                 Demographic Segmentation   216
                                                                    MARKETING MEMO Twenty-First-Century
               MARKETING INSIGHT Trading Up, Down,                   Branding   267
                 and Over  218
                                                                    Summary    268
                 Psychographic Segmentation   225
                 Behavioral Segmentation  227                       Applications   269
               Bases for Segmenting Business Markets  230
               Market Targeting  231                           CHAPTER 10 Crafting the Brand Positioning   274
                 Effective Segmentation Criteria  231
                 Evaluating and Selecting the Market                Developing and Establishing a Brand
                  Segments   232                                     Positioning  275
               MARKETING INSIGHT Chasing the Long                     Determining a Competitive Frame of
                 Tail  235                                             Reference  276
               Summary     236                                      MARKETING INSIGHT High Growth Through
                                                                     Value Innovation  278
               Applications   237
                                                                      Identifying Optimal Points-of-Difference and
                                                                       Points-of-Parity  280
          PART 4      Building Strong                                 Choosing POPs and PODs    283
                      Brands      240                                 Brand Mantras  284
                                                                      Establishing Brand Positioning  286

                                                                    MARKETING MEMO Constructing a Brand
          CHAPTER 9   Creating Brand Equity   240                    Positioning Bull’s-eye  287

               What Is Brand Equity?  241                           Differentiation Strategies  289
                 The Role of Brands  242                              Alternative Approaches to Positioning  291
                 The Scope of Branding  243                         Positioning and Branding a Small
                 Defining Brand Equity  243                          Business  293
                 Brand Equity Models  245                           Summary    294
               MARKETING INSIGHT Brand Bubble                       Applications   294
                 Trouble  248

               Building Brand Equity  249
                 Choosing Brand Elements   250                 CHAPTER 11 Competitive Dynamics     298
                 Designing Holistic Marketing Activities 251        Competitive Strategies for Market
                 Leveraging Secondary Associations  252              Leaders  299
                 Internal Branding 253
                 Brand Communities   253                            MARKETING INSIGHT When Your
               Measuring Brand Equity  255                           Competitor Delivers More for Less  300



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