Contents 1 The Foundations of Identity-Based Brand Management 2 The Concept of Identity-Based Brand Management

Transcription

1 Contents 1 The Foundations of Identity-Based Brand Management Current Challenges Facing Brand Management Theoretical Foundations of Branding The Market-Based View The Resource-Based View The Competence-Based View Linking the Market-Based View with the Competence-Based View Conclusion References The Concept of Identity-Based Brand Management Development of an Identity-Based Brand Management Identity-Based Brand Definition The Fundamental Concept of Identity-Based Brand Management Comparison of Brand Management Approaches The Current Status of Identity Research Socio-Scientific Approaches to Identity Research Socio-Scientific Identity Research and Brand Identity Economic Approaches of Identity Research Conceptual Design of Brand Identity Brand Identity as an Internal Management Concept Dimensions of Brand Identity The Brand Image Concept The Brand Image Concept in Identity-Based Brand Management Associative Neural Brand Networks as the Product of Stimulus Processing in the Brain Storage of Brand-Related Information in the Memory VII

2 VIII Contents Neuroscientific Implications for Identity-Based Brand Management Brand Trust in Identity-Based Brand Management Relevance of Brand Trust Components of Brand Trust Implications for Identity-Based Brand Management Brand Authenticity in Identity-Based Brand Management The Relevance of Brand Authenticity The Object of Brand Authenticity Implications for Identity-Based Brand Management The Process of Identity-Based Brand Management References Strategic Brand Management Situational Analysis Objectives of Internal Brand Management Objectives of External Brand Management Brand Identity Brand Positioning Classifying and Demarcating Brand Positioning The Positioning Process in Identity-Based Brand Management Brand Repositioning as a Special Form of Positioning Analysing Brand Positioning by Means of Positioning Models Choosing Appropriate Positioning Strategies Multi-sensual Brand Positioning Brand Architecture Definition The Process of Brand Architecture Design Brand Evolution Definition and Overview Brand Dynamisation Brand Restructuring Brand Budgeting The Purpose of Brand Budgeting The Budgeting Process References Operational Brand Management Operational Internal Brand Management Moderators of the Relationships with Brand Citizenship Behaviour Instruments to Influence Brand Understanding and Brand Commitment

3 Contents IX 4.2 Operational External Brand Management Brand Offering Policy Brand Price Policy Brand Distribution Policy Brand Communication Policy Identity-Based Brand Management in the Digital Context Challenges for Brand Management by Digitalization Instruments of Online Communication Special Position of Social Media in Identity-Based Brand Management References Identity-Based Brand Controlling Internal and External Brand Performance Measurement Main Features of Identity-Based Brand Controlling Operationalisation of the External and Internal Brand Strength Customer Equity Versus Brand Equity as Key Performance Indicator of Brand Controlling Necessity for an Identity-Based Brand Valuation Approach Deficits of Brand Valuation to Date in Theory and Practice Requirements and Purposes of Identity-Based Brand Valuation Financial General Conditions of Brand Valuation Systematisation of Brand Valuation Approaches Financial Approaches Behavioural Approaches Combined Approaches Stakeholder-Oriented Approaches Identity-Based Brand Valuation References Identity-Based Trademark Protection Integral Identity-Based Trademark Protection Developing a Trademark Protection Strategy Legal Trademark Protection Determining the Territoriality of Trademark Protection Obtaining Trademark Protection Extra-Legal Trademark Protection Enhancing Innovation Capabilities Cooperating with Authorities Consumer- and Sales-Oriented Measures Supplier- and Production-Oriented Measures Internal Requirements for Integrated Trademark Protection Organisational Anchoring

4 X Contents Recourse to Local Knowledge Channel Monitoring References International Identity-Based Brand Management Standardisation Versus Differentiation in International Marketing Important Influences of Consumer Behaviour on Brands in International Markets National Culture Stage of Economic Development Socio-Demographic Characteristics Brand Origin Strategic and Operational Aspects of International Brand Management Timing of Market Entry Positioning Brands in an International Context International Brand Architecture Specifics of Internal Brand Management in an International Context References Index

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