《marketing-Global Brand Power introduction by Barbara Kahn》.pdf

WHARTON EXECUTIVE ESSENTIALS GLOBAL BRAND POWER © 2013 by Barbara E. Kahn Published by Wharton Digital Press The Wharton School University of Pennsylvania 3620 Locust Walk 2000 Steinberg Hall-Dietrich Hall Philadelphia, PA 19104 Email: whartondigitalpress@ Website: All rights reserved. No part of this book may be reproduced, in any form or by any means, without written permission of the publisher. Company and product names mentioned herein are the trademarks or registered trademarks of their respective owners. Ebook ISBN: 978-1-61363-025-9 Paperback ISBN: 978-1-61363-026-6 Contents Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 CHAPTER 1 A Brand’s Role in the Four Stages of the Purchase Process . . . . . . . . . . . . . 9 CHAPTER 2 Experiential Positioning of a Brand . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29 CHAPTER 3 Qualitative Measurement of Brand Value . . . . . . . . . . . . . . . . . . . . . . . . . . 45 CHAPTER 4 Quantitative Methods for Assessing Brand Value . . . . . . . . . . . . . . . . . . . 61 CHAPTER 5 Management of Brands . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 79 CHAPTER 6 Effective Brand Communications and Repositioning Strategies . . . . . . . . 95 Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 109 Resources . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 113 Index . . . . . . . . . . . . . . . . . . . . . . . . . . .