Harvard Business Review on Brand Management
Contents
Building Brands without Mass Media
Let Brand Strategy Drive Your Business Strategy
Clarify Your Brand\\u0027s Identity
Identity-Building Brand Exposure Creates Visibility
Involve the Customer in Brand-Building Experiences
Making It Happen
Note
Brands versus Private Labels: Fighting to Win
The Private-Label Threat
The Improved Quality of Private-Label Products
The Development of Premium Private-Label Brands
European Supermarkets\\u0027 Success with Private Labels
The Emergence of New Channels
The Creation of New Categories
Brand Strength
The purchase process favors brand-name products.
Brand-name goods have a solid foundation on which to build current advantage.
Brand strength parallels the strength of the economy.
National brands have value for retailers.
Excessive emphasis on private labels dilutes their strength.
If You Don\\u0027t, Don\\u0027t Start
Evaluating Private-Label Business
Winning Strategies
Invest in brand equities.
Innovate wisely.
Use fighting brands sparingly.
Build trade relationships.
Manage the price spread.
Exploit sales-promotion tactics.
Manage each category.
Use category profit pools as a performance measure.
Take private labels seriously.
What Drives Private-Label Shares?
How Do You Grow a Premium Brand?
Can Transition Expand without Losing Its Elite Aura?
Should You Take Your Brand to Where the Action Is?
Accessing Downscale Markets
Repositioning the Entire Brand
Using Sub-Brands
Endorsers.
Co-drivers.
Drivers.
Accessing Upscale Markets
Repositioning the Entire Brand
Using Sub-Brands
How Much Can One Brand Handle?
Strategies for Sub-brands: Minimizing Risk
Extend Profits, Not Product Lines
The Lure of Line Extensions
Customer segmentation.
Consumer desires.
Pricing breadth.
Excess capacity.
Short-term gain.
Competitive intensity.
Trade pressure.
The Pitfalls of Proliferation
Weaker line logic.
Lower brand loyalty.
Underexploited ideas.
Stagnant category demand.
Poorer trade relations.
More competitor opportunities.
Increased costs.
Snackco\\u0027s Fall and Rise
An Action Agenda
Improve cost accounting.
Allocate resources to winners.
Research consumer behavior.
Apply the line logic test.
Coordinate marketing across the line.
Work with channel partners.
Expect product-line turnover.
Manage deletions.
The Logic of Product Line Extensions
Energizing a brand.
Expanding a brand\\u0027s core promise for new users.
Managing true innovation.
Blocking or inhibiting competitors.
Managing a dynamic environment.
John Quelch and David Kenny Respond: "Extensions must be carefully planned and monitored."
Can This Brand Be Saved?
Which marketing plan should Caroline choose?
Customers.
Competitors.
Channels.
Interoffice Memo from Beth Hanson
Interoffice Memo from Beth Hanson p. 3
Interoffice Memo from Beth Hanson p. 4
Interoffice Memo from Eric Woolf p. 2
Interoffice Memo from Eric Woolf p. 3
Your Brand\\u0027s Best Strategy
The Hitchhiker: Premium Category, Low RMS
The High Road: Premium Category, High RMS
The Low Road: Value Category, High RMS
The Dead End: Value Category, Low RMS
Managing a Portfolio of Premium Brands
About the Contributors
Index
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
U
V
W