Professional Documents
Culture Documents
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THIRD EDITION
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PEARSON
Prentice
Hall
Pearson Education International
BRIEF CONTENTS
and Values 47
Programs 139
Equity 184
Mind-Set 353
Performance 402
Strategies 432
Extensions 489
iv
Preface xv
Acknowledgments xx
Preview 2
What Is a Brand? 2
Consumers 6
Firms 9
Physical Goods 11
Services 15
Geographic Locations 25
Ideas andCauses 26
Savvy Customers 30
Brand Proliferation 35
Media Fragmentation 35
Increased Competition 36
Increased Costs 36
Greater Accountability 36
Review 42
Discussion Questions 42
v
vi CONTENTS
Preview 48
Brand Awareness 54
Brand Image 56
of Brand Building 59
Brand Salience 60
Brand Performance 64
Brand Imagery 65
Brand Judgments 67
Brand Feelings 68
Brand Resonance 72
Brand-Building Implications 74
Customer Equity 81
Review 86
Discussion Questions 87
Preview 98
Basic Concepts 98
Target Market 99
CONTENTS vii
Program 131
Review 131
Preview 140
Memorability 140
Meaningfulness 141
Likability 142
Transferability 142
Adaptability 143
Protectability 143
URLs 154
Characters 157
Slogans 159
Jingles 164
Packaging 165
Review 176
Preview 185
Summary 199
viii CONTENTS
Summary 211
Summary 219
Review 220
Preview 230
Advertising 235
Promotion 256
Review 272
Preview 280
Guidelines 283
Company 284
Co-Branding 289
Guidelines 292
CONTENTS
ix
licensing 301
Guidelines 303
Guidelines 307
Review 311
Brand Focus 7.0 Going for Corporate Gold at the Olympics 312
Preview 316
Implications 324
Review 348
Preview 354
Summary 373
Awareness 374
I"
x CONTENTS
Review 392
Preview 403
Review 422
Preview 433
Review 480
Brand Focus 11.0 Weathering a Brand Crisis: The Tylenol Experience 482
CONTENTS
xi
Preview 490
Can Cause the Company to Forgo the Chance to Develop a NewBrand 510
Review 538
Preview 547
xii CONTENTS
Review 582
Preview 589
Review 625
CONTENTS xiii
Preview 636
Services 652
Retailers 655
Online 663
Review 673
Epilogue 676
Credits 677
Index 679