New ideas change the world. From social movements to scientific discovery the power of an idea is to reshape the world, who we are, and how we live. Changes in the increasingly dynamic competitive environment require a focus on what should be done, not just what is currently done. The inspiration for this book is to provide an outlet for cogent ideas that will help managers build and maintain brands in the future marketplace.
Written by the leading minds management from around the globe who are redefining best practices in managing brands, It examines the future of branding on key concepts including brand performance management, brand strategy, brand building, revitalizing brands, brand valuation, brand analysis, brand protection, and brand experience. The all-star team includes:
Martin Roll, Kevin Lane Keller, Don E. Schultz, Bernd Schmitt, Jean-Noel Kapferer, , V. Kumar, Bharath Rajan, Lluis Martinez-Ribes, Shi Zhang, Jean Yannis Suvatjis, Leslie de Chernatony, Vanessa M. Patrick and Henrik Hagtvedt, Gregory M Thomas, Jeffrey Parkhurst Srinivas Reddy, Anupam Jaju, Werner Reinartz, Jeffery Andrien, Paul Benoit, Philip C Zerrillo, Cem Bahadir, and Rajendra K Srivastava.
"I was impressed and delightfully surprised with the Future of Branding. It is a senior marketing executive's bible for rigorous thinking and analysis for growth and profitability. It provides a vital range of systematic frameworks and techniques for managing brands not covered in other books. Get it before your competition does!"--Tan Suee Chieh, "Group Chief Executive, NTUC Enterprise Cooperative Limited, Singapore "
Preface I: BRAND STRATEGY - Jean-Noel Kapferer Selecting the Brand Architecture to Match Your Strategy A Strategic Approach to Grow Profits: Defining, Measuring, and Maximizing Customer Value - V. Kumar and Bharath Rajan Branding in Retail - Lluis Martinez-Ribes II: BRAND BUILDING - Bernd Schmitt and Shi Zhang Brand Identity: Brand Naming Process and Brand Linguistics in an International Context The Six Station Model of Corporate Identity: Developing and Assessing the Model - Jean Yannis Suvatjis and Leslie de Chernatony Brand Development Processes and Planning - Kevin Lane Keller Managing the Brand Experience - Bernd Schmitt Re-thinking Brand Development in an Interactive Marketplace - Don E. Schultz Luxury Brands - Vanessa M. Patrick and Henrik Hagtvedt The Dynamics of Brand Trust - Gregory M Thomas III: LEVERAGING BRANDS Branding and Emerging Markets - Martin Roll Opportunities and Risks in Co-branding and Licensing - Jeffrey Parkhurst Brand Revitalization - Kevin Lane Keller Brand Identity Strategy for Mergers and Acquisitions - Srinivas Reddy and Anupam Jaju IV: BRAND PERFORMANCE MANAGEMENT The Great Debate: Managing Brands Versus Managing Customers - Werner Reinartz Brand Imperative: Protecting Your Most Valuable Assets - Jeffery Andrien, Paul Benoit, and Philip C Zerrillo Hidden Value of Brands: Brands in Mergers and Acquisitions - S Cem Bahadir Role of Brands in Managing Innovation - Rajendra Srivastava Index