Brand transformation : transforming firm performance by disruptive, pragmatic and achievable brand
Keith Glanfield
- London : Routledge, c2018.
- xiii, 224 p. : ill. ; 25 cm.
Includes bibliographical references and index.
Machine generated contents note: Is branding important? The challenges for marketers The conventional perspective of brands and branding The foundations of branding Product branding within categories Service and customer experience branding Corporate branding Differing branding challenges of B2C and B2B markets The need for a different perspective Branding and brands contribute to corporate strategy Brands build communities; they need to be strong Product and service brands are not divorced from the influence of corporate brands Corporate brands form bonds with, and influence, not just customers but other stakeholders Individual product and service brands are not separate entities; collectively they form brand portfolios and influence each other Brands do not develop themselves, they need effective and efficient marketing communications The brand transformation model - the structure of the book Contents note continued: Chapter 2: The strategic influence of branding Chapter 3: Branding and firm performance, the role and influence of brand value and brand equity Chapter 4: Managing brand complexity, understanding branding structures Chapter 5: Managing corporate brands, an identity perspective Chapter 6: Managing brand portfolio performance Chapter 7: Managing brand communications Chapter 8: Brand transformation - strategic issues and options Chapter 9: Brand transformation - strategy selection and implementation How to use the brand transformation model Analysis Options development Options selection, the brand transformation strategy and plan The management challenge Branding's influence on a firm's competitive and industry position? Corporate branding - a powerful deterrent Product and service branding - increasing a firm's influence on customers Symbolic brand meaning - increasing relevance and loyalty Contents note continued: Strong brand community - influencing wider stakeholders Brand evaluation: strong brands increase a firm's competitiveness in their industry Branding as a strategic capability Brand evaluation: branding as a strategic capability Branding's role in communicating the firm's expectations and purposes Brand evaluation: branding's role in communicating the organisation's expectations and purposes Branding's contribution to business unit strategy Business unit strategies Different strategies: the implications for branding Brand evaluation: branding's contribution to business unit strategy Branding's influence upon product/market decisions Brand conditions that influence product/market decisions Brand evaluation: branding's influence on product market decisions The position of the firm - branding's strategic influence Low current brand capability and low strategic influence Contents note continued: Low current brand capability and high strategic influence High current brand capability and low strategic influence High current brand capability and high strategic influence Branding's strategic influence - potential immediate actions The terminology surrounding brand "value" and the brand "value" debate Brand value and its influence upon firm performance Brand equity: what is it and how to measure it? Brand evaluation: brand equity The influence of brand equity on firm performance Other factors that complement brand equity in influencing a firm's performance Brand evaluation: brand equity and firm performance The position of the firm - the role and influence of brand value and brand equity Low brand strength and low appropriateness of brand image Low brand strength and high appropriateness of brand image High brand strength and low appropriateness of brand image Contents note continued: High brand strength and high appropriateness of brand image Brand value and brand equity - potential immediate action Corporate branding structures The implications of changing the configuration of a corporate brand Product and service brands - the branding of product and service portfolios Brand evaluation: product and service branding structures The role of product and service brands in consumer decision making Own labels Importance of brand equity Brand structures Brand extensions Brand evaluation: the role of product and service brands in consumer decision making Are service and product brands fundamentally different - what are the implications for service branding structures? Brand evaluation: services branding structures The position of the firm - the role and influence of branding structures Low branding structure fit and low category leadership Contents note continued: Low branding structure fit and high category leadership High branding structure fit and low category leadership High branding structure fit and high category leadership Managing brand complexity - potential immediate action Why is a corporate brand different from a product or service brand (corporate visual identity)? Brand evaluation: scope of corporate branding's influence How does a corporate brand fit into the environment that surrounds it (corporate identity)? From what differing perspectives do stakeholders consider a firm's corporate brand (corporate image and corporate reputation)? Brand evaluation: corporate identity How do stakeholders affiliate with a community and organisation (social and organisational identity)? Social identity and organisational identity Formation of social identity Brand evaluation: social and organisational identity Contents note continued: How can a corporate brand be managed and developed in a holistic way (corporate brand community)? Front-line employees as members of a corporate brand community Consumers as members of a corporate brand community Integrated corporate brand community - corporate brand identification Brand evaluation: brand communities The position of the firm - the role and influence of corporate branding Low corporate brand communication of corporate identity and low strength of stakeholder organisational identity Low corporate brand communication of corporate identity and high strength of stakeholder organisational identity High corporate brand communication of corporate identity and low strength of stakeholder organisational identity High corporate brand communication of corporate identity and high strength of stakeholder organisational identity Managing corporate brands - potential immediate action Contents note continued: What is an appropriate set of brand portfolio performance measures? Financial return on assets Operating cash flow Brand marketing efficiency Brand marketing effectiveness Brand evaluation: brand portfolio performance What influences brand portfolio performance? Portfolio scope Intra-portfolio competition Brand portfolio positioning Brand evaluation: brand portfolio influence What trade-offs are to be made in developing a set of directions for a brand portfolio? Brand evaluation: brand portfolio evaluation The position of the firm - brand portfolio performance High number of brands and low number of segments Low number of brands and high number of segments Low number of brands and low number of segments High number of brands and high number of segments Managing brand portfolio performance - potential immediate action Contents note continued: To what extent does corporate brand messaging and positioning affect consumer attitudes towards product brands? Brand evaluation: marketing communications message integration Relatively, how important is marketing communications as a short- and long-term driver of brand sales? Brand evaluation: marketing communications role in the marketing mix How likely is it that marketing communications campaigns have an immediate effect upon consumer brand preference and brand sales? Brand evaluation: marketing communications and brand choice The position of the firm - managing brand communications Low complementarity of corporate, product and service messages and low importance of branding and marketing communications in brand choice decisions High complementarity of corporate, product and service messages and low importance of branding and marketing communications in brand choice decisions Contents note continued: Low complementarity of corporate, product and service messages and high importance of branding and marketing communications in brand choice decisions High complementarity of corporate, product and service messages and high importance of branding and marketing communications in brand choice decisions Managing brand communications - potential immediate action What are we trying to achieve? Is the performance of the firm's brands and branding acceptable? What branding challenges need to be resolved for the organisation to remain commercially successful and sustainable? Communications myopia Product and service pre-occupation Corporate concentration Brand dislocation Strategic drift Investment paralysis Diversity and heterogeneity of branding performance issues: building strategic options Scoping a firm's brand transformation strategy Fit with firm's objectives Likely transformative effect Size of investment Contents note continued: Ease of implementation Brand transformation: option selection