{"product_id":"managing-brand-equity-capitalizing-on-the-value-o-of-a-brand-name-capitalizing-on-the-value-of-a-brand-name-9780029001011","title":"Managing Brand Equity Capitalizing on the Value o","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eAn examination of the phenomenon of brand equity, providing a structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets: company name; brands, symbols and slogans; perceived quality; name awareness; and customer base.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eContents\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003ePreface and Acknowledgments\u003cbr\u003e\u003cbr\u003e1. What Is Brand Equity?\u003cbr\u003e\u003cbr\u003eThe Ivory Story\u003cbr\u003e\u003cbr\u003eThe Role of Brands\u003cbr\u003e\u003cbr\u003eBrand-Building Neglect\u003cbr\u003e\u003cbr\u003eThe Role of Assets and Skills\u003cbr\u003e\u003cbr\u003eWhat Is Brand Equity?\u003cbr\u003e\u003cbr\u003eWhat Is the Value of a Brand?\u003cbr\u003e\u003cbr\u003eBrand Value Based upon Future Earnings\u003cbr\u003e\u003cbr\u003eIssues in Managing Brand Equity\u003cbr\u003e\u003cbr\u003eThe Plan of the Book\u003cbr\u003e\u003cbr\u003e2. Brand Loyalty\u003cbr\u003e\u003cbr\u003eThe MicroPro Story\u003cbr\u003e\u003cbr\u003eBrand Loyalty\u003cbr\u003e\u003cbr\u003eMeasuring Brand Loyalty\u003cbr\u003e\u003cbr\u003eThe Strategic Value of Brand Loyalty\u003cbr\u003e\u003cbr\u003eMaintaining and Enhancing Loyalty\u003cbr\u003e\u003cbr\u003eSelling Old Customers Instead of New Ones\u003cbr\u003e\u003cbr\u003e3. Brand Awareness\u003cbr\u003e\u003cbr\u003eThe Datsun-Becomes-Nissan Story\u003cbr\u003e\u003cbr\u003eThe GE-Becomes-Black \u0026amp; Decker Story\u003cbr\u003e\u003cbr\u003eWhat Is Brand Awareness?\u003cbr\u003e\u003cbr\u003eHow Awareness Works to Help the Brand\u003cbr\u003e\u003cbr\u003eThe Power of Old Brand Names\u003cbr\u003e\u003cbr\u003eHow to Achieve Awareness\u003cbr\u003e\u003cbr\u003e4. Perceived Quality\u003cbr\u003e\u003cbr\u003eThe Schlitz Story\u003cbr\u003e\u003cbr\u003eWhat Is Perceived Quality?\u003cbr\u003e\u003cbr\u003eHow Perceived Quality Generates Value\u003cbr\u003e\u003cbr\u003eWhat Influences Perceived Quality?\u003cbr\u003e\u003cbr\u003e5. Brand Associations: The Positioning Decision\u003cbr\u003e\u003cbr\u003eThe Weight Watchers Story\u003cbr\u003e\u003cbr\u003eAssociations, Image, and Positioning\u003cbr\u003e\u003cbr\u003eHow Brand Associations Create Value\u003cbr\u003e\u003cbr\u003eTypes of Associations\u003cbr\u003e\u003cbr\u003e6. The Measurement of Brand Associations\u003cbr\u003e\u003cbr\u003eThe Ford Taurus Story\u003cbr\u003e\u003cbr\u003eWhat Does This Brand Mean to You?\u003cbr\u003e\u003cbr\u003eScaling Brand Perceptions\u003cbr\u003e\u003cbr\u003e7. Selecting, Creating, and Maintaining Associations\u003cbr\u003e\u003cbr\u003eThe Dove Story\u003cbr\u003e\u003cbr\u003eThe Honeywell Story\u003cbr\u003e\u003cbr\u003eWhich Associations\u003cbr\u003e\u003cbr\u003eCreating Associations\u003cbr\u003e\u003cbr\u003eMaintaining Associations\u003cbr\u003e\u003cbr\u003eManaging Disasters\u003cbr\u003e\u003cbr\u003e8. The Name, Symbol, and Slogan\u003cbr\u003e\u003cbr\u003eThe Volkswagen Story\u003cbr\u003e\u003cbr\u003eNames\u003cbr\u003e\u003cbr\u003eSymbols\u003cbr\u003e\u003cbr\u003eSlogans\u003cbr\u003e\u003cbr\u003e9. Brand Extensions: The Good, the Bad, and the Ugly\u003cbr\u003e\u003cbr\u003eThe Levi Tailored Classics Story\u003cbr\u003e\u003cbr\u003eThe Good: What the Brand Name Brings to the Extension\u003cbr\u003e\u003cbr\u003eMore Good: Extensions Can Enhance the Core Brand\u003cbr\u003e\u003cbr\u003eThe Bad: The Name Fails to Help the Extension\u003cbr\u003e\u003cbr\u003eThe Ugly: The Brand Name Is Damaged\u003cbr\u003e\u003cbr\u003eMore Ugly: A New Brand Name Is Foregone\u003cbr\u003e\u003cbr\u003eHow to Go About It\u003cbr\u003e\u003cbr\u003eStrategy Considerations\u003cbr\u003e\u003cbr\u003e10. Revitalizing the Brand\u003cbr\u003e\u003cbr\u003eThe Yamaha Story\u003cbr\u003e\u003cbr\u003eIncreasing Usage\u003cbr\u003e\u003cbr\u003eFinding New Uses\u003cbr\u003e\u003cbr\u003eEntering New Markets\u003cbr\u003e\u003cbr\u003eRepositioning the Brand\u003cbr\u003e\u003cbr\u003eAugmenting the Product\/Service\u003cbr\u003e\u003cbr\u003eObsoleting Existing Products with New-Generation Technologies\u003cbr\u003e\u003cbr\u003eAlternatives to Revitalization: The End Game\u003cbr\u003e\u003cbr\u003e11. Global Branding and a Recap\u003cbr\u003e\u003cbr\u003eThe Kal Kan Story\u003cbr\u003e\u003cbr\u003eThe Parker Pen Story\u003cbr\u003e\u003cbr\u003eA Global Brand?\u003cbr\u003e\u003cbr\u003eTargeting a Country\u003cbr\u003e\u003cbr\u003eAnalyzing the Context\u003cbr\u003e\u003cbr\u003eA Recap\u003cbr\u003e\u003cbr\u003eNotes\u003cbr\u003e\u003cbr\u003eIndex","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49523763216727,"sku":"9780029001011","price":35.17,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780029001011.jpg?v=1731854400","url":"https:\/\/bookcurl.com\/products\/managing-brand-equity-capitalizing-on-the-value-o-of-a-brand-name-capitalizing-on-the-value-of-a-brand-name-9780029001011","provider":"Book Curl","version":"1.0","type":"link"}