Strategic Brand Management
Strategic Brand Management lays out a systematic approach to understanding the key principles of building enduring brands. This book presents a cohesive framework for brand management that delineates the unique role of brands as a means of creating market value. Topics covered include designing effective brand strategy and tactics, developing a brand value proposition, managing brand portfolios, cobranding, brand repositioning, brand extensions, brand valuation, and the legal aspects of protecting the brand. Clear, succinct, and practical, Strategic Brand Management is the definitive text on building strong brands.
Published February 2020 (3rd edition) | ISBN: 9781936572625 (Paperback); 9781936572632 (Hardcover)
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Table of Contents
Strategic Brand Management contains eleven chapters organized into four main sections as follows:
- Part I: The Framework for Brand Management
Brand Management as a Business Discipline (Chapter 1)
Marketing Management as a Value-Creation Process (Chapter 2)
The Brand as a Means of Creating Market Value (Chapter 3)
- Part II: Building the Brand
Developing the Brand Strategy (Chapter 4)
Designing the Brand (Chapter 5)
Communicating the Brand (Chapter 6)
- Part III: Growing the Brand
Crafting the Brand Architecture (Chapter 7)
Managing Brand Dynamics (Chapter 8)
Protecting the Brand (Chapter 9)
- Part IV: Brand Analysis and Planning
Measuring Brand Impact (Chapter 10)
Developing a Strategic Brand Management Plan (Chapter 11)
Compare the 3rd Edition to the 2nd Edition
The third edition is designed to provide an easy transition for users of the second edition. The core principles, terminology, and frameworks are essentially the same. The main purpose of the new edition is to provide a clearer and more streamlined presentation of the material. The total number of chapters has been increased from 10 to 11, with each chapter providing a more in-depth discussion of the material. At 266 pages, the third edition is about 60 pages longer than the second edition, mainly because of the addition of new material that offers more in-depth coverage of the key concepts. Overall, the third edition is a substantive revision of the book that, in addition to more current examples, offers a more comprehensive discussion of the different aspects of brand management, more clearly outlines the process of building strong brands, and presents the material in a more cohesive manner.
The titles, content, and sequence of the chapters in the third edition correspond to those in the second edition except for the following changes:
- The first section of Chapter 2 from the second edition is substantially expanded and is now Chapter 1 in the third edition.
- The section on brands as a means of creating value from Chapter 3 in the second edition is now part of Chapter 3 in the third edition.
- The discussion of brand communication from Chapter 4 in the second edition is substantially expanded and is now Chapter 6 in the third edition.
- Chapter 8 from the second edition is now Chapter 11 in the third edition.
- Chapter 9 from the second edition is now incorporated in Chapter 3 in the third edition.
These changes aim to better codify the material and organize it in a presentation-friendly format. The theory, concepts, and examples presented in the third edition, while updated and enriched, are consistent with those in the previous editions. This consistency facilitates the transition from the second edition to the new edition.
Minor change in terminology: When discussing repositioning, the second edition uses the terms “strategic repositioning” and “tactical respositioning,” whereas the third editition uses the terms “repositioning” (which corresponds to the term “strategic repositioning” in the second edition) and “realignment” (which corresponds to the term “tactical repositioning”). The rationale for this change is that repositioning is by definition strategic and, hence, the term “tactical repositioning” is not entirely accurate.