I. THE POWER OF BRAND MANAGEMENT.
1. Living in a Branded World. What Is a Brand Anyhow? New Thinking and Motivation: The Ultimate Brand. Stop, Look, and Listen: You Are Surrounded by Brands. Why Does Anyone Care About Brands? Do Branded Products Really Sell More? Exciting Evolution: Make That Mine. The Sincerest Form of Flattery.
2. What Is Brand Management Anyhow? A Simple Look at Brand Management.
Organizing a Brand Management Structure. The Marketing Department Mirrors the Business Philosophy.
Is Brand Management the Same Thing as Marketing? The Brand Perspective: Philosophy Becomes Action. The Power of Focus: Why Big Companies Like Brand Management.
3. A Short History of the Evolution of Brand Management. The Hub of the Wheel. The Mystique of a Brand Management Career.
The Big Companies Built the System. Building a Career Brick by Brick.
Ivory Towers and Silos Crowded Out Some Good Thinking. The Balloon Didn't Burst-It Exploded. From Soup to Nuts: Everything Changed. In Some Places, They Don't Even Talk Brand Management Anymore.
4. E-Commerce Makes Branding Hotter Than Ever. Three Great Reasons to Have an Internet Strategy.
Reason One: People Use It and Like. Reason Two: It Is a Big Industry Unto Itself. Reason Three: It's Working-It Really.
Will the Internet Encourage Brand-Building or Brand-Busting? Brand Name RecognitionCloses the Virtual Void. Be Clear: What Do You Want the Internet to Do for You?
II. THINKING LIKE A BRAND CHAMPION.
5. Your Brand Manager Orientation Begins. You Already Know a Lot About Branding. The Five P's: Oldies but Goodies. Warm-Up Exercise: You're the Consumer and the Analyst.
Bringing the Five P's to Life. The Five P's Are All Conscious Decisions.
Now Add the Four T's: Newer Thinking and So Very Timely.
Technology Is a Critical Factor. Time Waits for Absolutely. Teamwork: Plays Well with Others. Truth or Dare? I Don't Think.
6. Brand Champion-Your Toughest and Most Important Role. Brand Champion? That Means. A Company's Greatest and Most Overlooked Opportunity. Take Ownership: Be a Proactive Protector. Teach Us to Care About Your Brand. Not Just a Lifecycle, but a Life. Make More of a Good Thing: New Products and New Uses. More Good Things: A License to Grow.
7. Brand Equity: Like Money in the Bank. What Is Brand Equity? How Brand Equity Is Built over Time. How Is Brand Equity Measured? Welch's: The Billion-Dollar Brand Name. Media Metrix: New Company, New Industry, Big Idea. KISS 108-FM Radio: A Sharp and Fresh Identity.
8. Your Brand's Mission, Vision, and Core Values. Mission Statements Are Most Prevalent- for. Dissecting a Mission Statement. Are Mission Statements Impacted by the Size of the Company? Vision Statements Are the Newer Direction. What About Core Values?
III. YOU'VE EARNED IT: THE FUN, CREATIVE, AND INSPIRATIONAL PART.
9. Brand Names Are Just Words, Right? What's So Hard About Choosing a Brand Name Anyhow? The Many Roles of a Brand Name Today. Brand Names Convey Images and Promises. A Promise to Protect and Defend. Use It or Lose It: Copyright and Trademark Issues.
10. The Powerful Duo: Brand Name + Positioning Statement. Positioning Statements Make Brands Come Alive. The Mix-and-Match Game: Who Says What? Is It a Positioning Statement or a Promotional Hook? Let's Talk About Market Research. Qualitative Research: Rich in Texture and Direction.
Focus Groups: Watching and Listening. Balancing Structure and Risk-Taking.
Quantitative Research: When It All Adds. Mix-and-Match Game Answers.
11. Branding Inspiration: Information and Education Go Branded. News and Information Are Friendly, Fun Businesses.
We Want to Control and Personalize Information. Technology Feeds Our Expectations.
Information as a Lifestyle and a Business. Education Gets More Branded Every Day. Case Study: Media Metrix Pioneers Internet Information.
All People, All Places, All Platforms. Can a Business-to-Business Player Have Consumer Awareness?
12. Branding Inspiration: Product, Service, and Science Brands. Wild and Exciting New Products for Branding. Services Are Big Business, and Now Big Brands. The Newest Frontier: Science Gets Cozy with Consumers. Case Study: Welch's: An Agricultural Co-Op in the Twenty-First Century.
Carefully Making the Old New, Again and Again. The Future? It's All About R-E-S-P-E-C-T.
13. Branding Inspiration: People and Entertainment as Brands. Bam! It's a Good Thing, So Just Kick It Up a Notch. A Name Can Create an Instant Image. A Name Can Imply Lots of Things. Case Study: KISS 108-FM Radio.
Engage the Audience Is the Rule of the Day, Every Day. KISS Concert: A Loyalty Legend. So What's with This “Matty in the Morning” Thing?
IV. BUILDING YOUR BRAND PERSPECTIVE.
14. What Is a Brand Profile? Putting the Dream and the Reality Down on Paper. Brand Profile Outline. First and Foremost: A Description.
Probe: What Have You Really Got to Sell? There's Features, Benefits, and Lots More.
Getting Initial Input and Feedback. What Do the Brand and the Business Have in Common? Between You and Me: Do You Want a Business or a Brand?
15. Target Market Analysis: More Critical Now Than Ever. Do the Math First: Categories, Segments, and Niches. The More You Know, the Easier It Gets. Two Important Ic's: Demographics and Psychographics. New Thinking: Which Is More Important, Attitude or Behavior? Putting It All Together: A Target We Can Find. Now What? I Know Who I Want, but Where Are They? New Technology: Targeting Is Tough-Let Them Do It Themselves.
16. Channels of Distribution: Getting from Here to There. Get the Brand to the End Users, and Get Them to Your Brand.
Step One: The Point of Disbursement. Step Two: The Point of Contact. Step Three: The Point of Delivery.
Points and Percentages of Distribution. Does Your Brand Belong Here? Prioritize Your Selling Opportunities.
Channel Conflict: You Need Good Manners and Good Sense. Can You Afford to Play Here?
17. Who Is Your Competition? Are You Sure About That? Take Another Look at the Obvious and Always-Been-There Crowd. Now, Look Under Rocks, Behind Doors, and Inside Brains. Smart Sleuthing 1: Find the Source and Get the Facts. Smart Sleuthing 2: Ask the Industry and the Players. Smart Sleuthing 3: What Do the End Users Have to Say? Smart Sleuthing 4: What Do They Say and What Do They Do? Smart Sleuthing 5: Where Are the Stealth Bombers Lurking?
18. “What's the Price?” Has No Easy Answer. Understand Gross Margin vs. Markup Once and for All.
When to Use What: Markup and Margin. Margin Is the Way. Making It Easier on You.
Price Points: Targeting Your Everyday Pricing.
Step 1: Competitive Pricing and Margin Requirements. Step 2: Identifying Your Pricing Options. Step 3: Are Price and Positioning Consistent?
Trade Deals and Discounts.
Step 4: Creating a Price-Based Promotion Proposal.
Feature Pricing and Special Deals-What Are Your Options?
Step 5: Make Your Promotion Match Your Strategy.
A Pricing Worksheet to Use Every Day.
19. Careful Communication: What's Right and Great About the Brand. Advertising Is Great-Got the Message and the Money? So Tell Me Already: What Do You Want Me to Do? Ready to Talk: Ten Other Types of Brand Communication.
Watch Out! Your Advertising Is Leaking. 1. Convention Booths. 2. Selling Materials. 3. Packaging. 4. Press Releases. 5. Promotion Incentives. 6. Promotion Partners. 7. Brand Talk. 8. Interviews. 9. Letters to the Editor. 10. Social Events.
The Math of Two for One. Promotion and Advertising Ideas for Smaller Budgets.
V. TAKING OWNERSHIP: THE GENERAL MANAGEMENT PART OF BRAND MANAGEMENT.
20. Analysis Without Paralysis: Learning to Love Those Numbers. Data Overload Is Here to Stay. Tell Me a Story.
Step 1: Read the Format. Step 2: Find the Story.
Navigating the Numbers. And the Story This Time Is. There's a Pony in There Somewhere.
21. How Will You Measure Success? Success Used to Be So Simple. Successful or Sustainable? Bring on the Numbers, but Make Them the Right Ones.
Fast Facts and Food for Thought. Where Is Your Business Going?
The “Heads Up” School of Management. What About Personal Success and Satisfaction?
22. Promotion Is Changing Fast, and So Should You. Loyalty, an Old-Fashioned Idea, Is Back in Style. Databases Make Promotion a Whole New Game. Who's Got the Cards? The Evolution from Mass Promotion to One-to-One Marketing. The Top Ten Problems with Loyalty Marketing Programs. Learning to Say “Please, May I?”
The Privacy Wars: Everyone Wants to Know Who Owns the Info. Your Five New Promotion Rules Explained.
23. Revolution and Relevance: The Future of Brand Management. Issue 1: It Is All About Relationships and Reputation. Issue 2: Assume That Change Is a Constant. Issue 3: Open Mind, Insert Ideas-Staying Relevant. Issue 4: It's All About Interaction, Not Just the Internet. Issue 5: Brand Champions Will Change Customer Service.
VI. APPENDIXES.
Appendix A: Glossary of Terms.
Appendix B: Resources and Revelations Guide.
Index.
Format: Paperback, 330 pages
