Competitive Success

John Davis is Professor of Marketing and Department Chair at the Emerson College in Boston, USA. He was until the summer 2009, Practice Associate Professor and Director of the Marketing Excellence Centre at Singapore Management University. He also taught one of the most popular courses at Singapore Management University, entitled Strategic Brand Management. Before joining academia he had over 20 years of corporate experience leading global branding and marketing teams for companies such as Nike, Informix and Transamerica

• Preface xvii Acknowledgments xxiiiPart I Understanding the Importance of Brand 11 Competitive Success 3Preview 3Historical Snapshot 4Strategic Overview 6B2C and B2B Companies 6Product versus Brand 6Product 6Brand definitions 7Expanded brand definitions 10Competitive Arenas 12Global 12Regional 13National 13Local 13Niche 14New Brand Definition 15Brand Value and Brand Equity Introduction 16Tactical Overview 17Why Branding is Important 17Five Levels of Branding 18Implications 20Brand Sustainability 20Measurement 21Awareness 21Brand Scorecards 23Brand Assets 23Brand Liabilities 23Summary 25Discussion Questions 26Case Briefs 262 Brand Value 31Preview 31Brand Equity and Brand Value Revisited 32Brand Building to Create Brand Value 33Dimensions of Brand Value 34Trusted Reputation 34Touchpoints 35Tangible Touchpoints 35Intangible Touchpoints 35Organizational 36Societal Relevance 37Individual Value 38Corporate Social Responsibility 39Financial 41Understanding and Measuring Brand Value 42Simplified Brand Valuation 42MacInnis and Park Brand Equity Methodology 42Formal Brand Valuation 44BrandFinance Brand Valuation Methodology 44Interbrand Brand Valuation Methodology 48Differences in Brand Value Results 50Consumer-Based Brand Equity 51The Young & Rubicam Brand Asset® Valuator 51MillwardBrown BrandDynamics™ Pyramid 52Measurement 53Customer Brand Value 53Summary 54Discussion Questions 553 Brand Portfolios and Architecture 59Preview 59Brand Portfolios 60What is Brand Architecture? 61Brand Relationship Spectrum 62Branded House 62Sub-Brands 63House of Brands 64Endorsed Brands 65Overlap 66Brand Hierarchy 67Corporate/Company Brand 68Family Brand 69Individual Brand 70Modifiers 71Brand Relationship Spectrum and Brand Hierarchy 73Similarities 73Differences 73Which is Better? 73Building Brand Strength 73Line Extensions 74Stretching a Brand Vertically 76Brand Extensions 78Cobranding 79Associations 81Focal 82Superordinate 82Subordinate 82Associations as Touchpoints 82Measurement 83Brand Contribution and Review Analysis 83Impact on Brand Architecture 86Summary 86Discussion Questions 87Part II New Brand Frameworks 934 The New Brand Building Framework: Destiny-Distinction-Culture-Experiences (DDCE) 95Preview 95New Brand Framework 96Understanding the Big Picture 96Brand Framework Elements 97Destiny 98Distinction 100Culture 101Experiences 101Using the DDCE Framework 104Relationship to Brand Value, Customer Equity, Purpose Brands 110Measurement 113Market Share 113Relative Market Share 114Brand Development Index 115Category Development Index 115Customer Lifetime Value 116Approach 1 116Approach 2 117Summary 118Discussion Questions 1185 Brand Destiny 121Preview 121Destiny 122Four Subcomponents of Successful Brand Destiny 123Ultimate Dream 123Aspiration 124Vision 126Creating Value 130Contribution and Impact 130Competencies and Skills 130Values 131Living the Values 132Personality 135Actions 136Intellect 136Emotions 137Instincts 138Authenticity 138Measurement 140Destiny Diagnostic 140Summary 142Discussion Questions 1446 Brand Distinction 147Preview 147Brand Distinction's Role in the Firm 148Four Subcomponents of Successful Brand Distinction 148Heritage 149Uniqueness 150Precedents 150Core Competences 151Context 152Customers 153Company 153Competitors 153Collaborators 153Conditions 154Goals 157Growth Strategies 158Brand Distinction as Inspiration 163Positioning 164Measurement 166Market Growth 167Share of Wallet/Share of Customer 167Market Penetration 168Summary 170Discussion Questions 1707 Brand Culture 173Preview 173Brand Culture 174Brand Management and Senior Management 177Four Subcomponents of Successful Brand Cultures 179Competencies 180Behaviors 182The Five Ambassadors 182Organization 189Decision-Making Process 192Clear Roles and Responsibilities 192Active Coordination 193Problem Solving, Not Finger Pointing 193Humanistic, Not Mechanistic 194Social Fabric 195Internal Branding 196Five Es of Internal Branding 197Educate 198Exchange 198Excite 199Engage 199Exemplify 200Managing the Brand Throughout the Company 200Strengths 200Consistent Brand Image 200Common Marketing Plans and Activities 201Leverage Budgets Effectively 201Challenges 201Brand Culture Interactivity 204Measurement 206Recruiting 206Sales/Profits per Employee 207Turnover Rate 208Summary 210Discussion Questions 2108 Overview of Brand Experiences 215Preview 216What are Experiences? 216Four Subcomponents of Successful Brand Experiences 216An Experience Mandate 217Senior Management 218Marketing 218Product 219Support 219Human Resources 220Finance 220Sales 220Partners 221Front Lines 221Experiential Marketing 221Sense 221Feel 222Think 222Act 222Relate 222The Importance of Being Special 223The Importance of Creativity 224The Importance of Engaging and Relating 228Whole Brain Not Half Brain 230Applicable to All? 230Measurement 231Snapshot Surveys 231Objective Scoring 231Detailed Questionnaires 231Direct Observation 231Summary 232Discussion Questions 2329 Brand Experiences: Customers and Solutions 235Preview 235Customers 236Segmentation, Targeting, Positioning (STP) 237Segmentation 238Targeting 246Positioning 248Customer Cycle and Brand Growth 252Brand Lifecycle and Marketing Changes 256Solutions 258Brand-Product Relationship 259Product Taxonomy 260Brand-Product Combinations 260Product 261Marketing and Product Development 262Specialty 263Status Quo 264Keeping Growth Strong 264Price 265Cost 266Pricing Strategies 266Brand Pricing Criteria 268Pricing and the Lifecycle 269Measurement 271Customer Measures 272Per Customer Acquisition Costs 272Retention Rate 273Segment Profitability 274Pricing Measures 275Mark-up Price 276Summary 277Discussion Questions 27810 Brand Experiences: Marketing Communications and Environment 283Preview 284Marketing Communications 284Objectives 287Modes, Implementation, Measurement 287Traditional Marketing 288Traditional Marketing Characteristics 289Traditional Marketing Communications 289Traditional Marketing Tools 289Television Advertising 289Radio 290Sales Promotion 291Print 291Direct Marketing 292Team and/or Event Sponsorship 292Event/Trade Show Booth 293Sales/Business Development 294Public Relations 295Hospitality/VIP Venues 295Outdoor Advertising 295Traditional Marketing Brand Planning 297Traditional Marketing Costs 299Nontraditional Marketing (NT Marketing) 300Nontraditional Marketing Characteristics 300Nontraditional Marketing Communications 301Nontraditional Marketing Tools 302Multimedia 302Web 303Search 304Banners 305Interstitial 305Blogs 306Podcasts 307Social Media and Web 2.0 307Mobile 308Customer Relationship Management (CRM) 309Business Intelligence/Analytics 309Personalization 310Email Marketing 311Permission Marketing 311Partnerships 312Nontraditional Marketing Brand Planning 312Nontraditional Marketing Costs 313Nontraditional Marketing Growth 314Mobile 315Blogs 317Podcasts 317Social Media 317IMC Trends 318Impact on Consumer Decision-Making 320Communication Effectiveness 322Creative Execution 323Creative Challenges: Getting the Point Across 323Message 326Message Guidelines 327Imagery 328Brand Lifecycle 331Environment 332Implications for Brands 332Environment Factors in Creating Successful Brand Experiences 332Hire Right People 333Innovation and Creativity 334Channel Design 335Authenticity and Integrity 341Measurement 343Marketing Communications Measures 344Ad-to-Sales Ratio 344Response Rate 345Conversion Rate 345Share of Voice 346Cost per Thousand 347Cost per Click 347Cost per Order 348Environment Measures 348Experiential Marketing 349Summary 350Discussion Questions 351Case Brief 352Part III Brand Leadership 36111 Brand Leadership: Senior Management, Team, Planning, Mapping 363Preview 363Senior Management 364Team 365Team Capabilities 365Business/Brand Strategy (and Likely Team Leader) 365Category Management 365Product Management 366Creative Management 366Marketing Communications 367Marketing Research 367Business Development 367Team Needs 367Strategic Insight 367Brand "Ownership" (Who is Responsible/Accountable?) 367Customer Proximity 368Tactical Management/Execution 368Expertise/Specialists 369Alignment and Collaboration 369Measurement/Review/Adjustment 369Planning 369Principles 369Brand Planning Framework 370Brand Plan 371Overview 371Brand Analysis 372Financial Analysis 374Mapping 374Brand Touchpoints Map 374Customer Experience Journey Map 377Measurement 382Summary 382Discussion Questions 382Index 385