Rik Riezebos’ Brand Management (English edition) (2003)

Inhoudsopgave van ‘Brand management: a theoretical & practical approach’

1 – The history of the brand
1.1 The brand before 1870
1.2 The development of the manufacturer-owned brand
1.3 The development of the distributor-owned brand
1.4 The awareness of the value of brands
1.5 Recent developments

2 – The choice for a brand strategy
2.1 The applicability of a brand strategy
2.2 Possible advantages of a brand strategy

3 – Analysis of the branded article
3.1 The four building blocks of the branded article
3.2 The hierarchy of attributes
3.3 The relative importance of intrinsic and extrinsic attributes

4 – Giving meaning to the brand
4.1 Intended meaning of the brand
4.2 Brand images
4.3 Brand-added value

5 – Two routes of brand development
5.1 Criteria for the choice of a route for brand development
5.2 The two different roles of brand name and packaging
5.3 Instruments of brand development for the low-budget route
5.4 Phases in the high-budget route of brand development

6 – The brand name as central pivot
6.1 Three brand-name strategies
6.2 Considerations in the choice of a brand name
6.3 A classification of brand names
6.4 The brand-name development trajectory
6.5 Changes in brand names

7 – The role of design in brand development
7.1 Design as an instrument
7.2 Classification and effects of design
7.3 Brand attributes in which design plays a role
7.4 Shape and colour
7.5 The design development trajectory
7.6 Reasons for design change

8 – The role of advertising and internet
8.1 Advertising as an instrument in the marketing-communication mix
8.2 Two forms of advertising execution
8.3 The mechanism of advertising
8.4 Operational aspects of advertising
8.5 Brands on internet

9 – Legal protection of brands
9.1 The trademark concept
9.2 Community Trademark registration
9.3 Trademark infringement
9.4 Distinguishing capacity and expiration of rights

10 – From branded article to brand portfolio
10.1 The exploitation of one brand
10.2 Advantages of the exploitation of several brands
10.3 Four types of brands in a brand portfolio
10.4 Building and rationalising a brand portfolio
10.5 International aspects

11 – Capitalisation on a successful brand
11.1 Extension strategy
11.2 Endorsement strategy
11.3 Extension versus endorsement strategy

12 – Critical success factors in brand damage
12.1 Brand damage: from incident to crisis
12.2 Influence of market-, product-, and brand-related factors
12.3 Influence of organisation- and reaction-related factors
12.4 Possible consequences of crises

13 – The value of a brand for the company
13.1 Brand equity
13.2 Components of brand equity
13.3 Financial-brand valuation

Appendix 1: Price strategies and corresponding methods of pricing
Appendix 2: The Rokeach Value Survey (RVS)
Appendix 3: Criteria for various brand strategies
Appendix 4: International schedule of classes of goods and services for the registration of brands
Appendix 5: Examples of brand-related incidents
Appendix 6: Guidelines product-recall advertisement

Referentie(s)
Riezebos, R. (2003), Brand management: a theoretical & practical approach. Financial Times/ Prentice Hall, Harlow, U.K.

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