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
x