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PDF版书籍，不是扫描版，很清晰
是最新出版的
全英文
各位量力而行
由坛友指正，此非keller <Strategic Brand Management>原版
在此对被误导的坛友表示抱歉
但平心而论，这本书写得很好，并由科特勒和科勒推荐
Introduction: Building the brand when the clients are empowered 1
Part One: Why is branding so strategic? 7
1. Brand equity in question 9
What is a brand? 9; Differentiating between brand assets, strength and value 13;
Tracking brand equity 15; Goodwill: the convergence of finance and marketing 18;
How brands create value for the customer 19;
How brands create value for the company 23;
Corporate reputation and the corporate brand 26
2. Strategic implications of branding 31
What does branding really mean? 31; Permanently nurturing the difference 35;
Brands act as a genetic programme 36; Respect the brand ‘contract’ 38;
The product and the brand 39; Each brand needs a flagship product 41;
Advertising products through the brand prism 42; Brands and other signs of quality 44;
Obstacles to the implications of branding 45
3. Brand and business building 51
Are brands for all companies? 51; Building a market leader without advertising 52;
Brand building: from product to values, and vice versa 55;
Are leading brands the best products or the best value? 57;
Understanding the value curve of the target 58; Breaking the rule and acting fast 58;
Comparing brands and business models: cola drinks 59
4. From private labels to store brands 65
Evolution of the distributor’s brand 66; Are they brands like the others? 69;
Why have distributors’ brands? 74; The financial equation of the distributor’s brand 75;
The three stages of the distributor’s brand 77; The case of Decathlon 79;
Factors in the success of distributors’ brands 82; Optimising the DOB marketing mix 84;
The real brand issue for distributors 85; Competing against distributors’ brands 87;
Facing the low-cost revolution 90; Should manufacturers produce goods for DOBs? 93
5. Brand diversity: the types of brands 95
Luxury, brand and griffe 95; Service brands 103; Brand and nature: fresh produce 106;
Pharmaceutical brands 108; The business-to-business brand 113; The internet brand 119;
Country brands 123; Thinking of towns as brands 125;
Universities and business schools are brands 128; Thinking of celebrities as brands 131;
Thinking of television programmes as brands 132
Part Two: The challenges of modern markets 135
6. The new rules of brand management 137
The limits of a certain type of marketing 139; About brand equity 141;
The new brand realities 144; We have entered the B to B to C phase 152;
Brand or business model power? 153; Building the brand in reverse? 154;
The power of passions 155; Beginning with the strong 360° experience 156;
Beginning with the shop 158; The company must be more human, more open 158;
Experimenting for more efficiency 159; The enlarged scope of brand management 160;
Licensing: a strategic lever 164; How co-branding grows the business 166
7. Brand identity and positioning 171
Brand identity: a necessary concept 171; Identity and positioning 175;
Why brands need identity and positioning 178; The six facets of brand identity 182;
Sources of identity: brand DNA 188; Brand essence 197
Part Three: Creating and sustaining brand equity 201
8. Launching the brand 203
Launching a brand and launching a product are not the same 203;
Defining the brand’s platform 204; The process of brand positioning 207;
Determining the flagship product 209; Brand campaign or product campaign? 210;
Brand language and territory of communication 210;
Choosing a name for a strong brand 211;
Making creative 360° communications work for the brand 214;
Building brand foundations through opinion leaders and communities 215
9. The challenge of growth in mature markets 219
Growth through existing customers 219; Line extensions: necessity and limits 222;
Growth through innovation 227; Disrupting markets through value innovation 230;
Managing fragmented markets 232; Growth through cross-selling between brands 234;
Growth through internationalisation 234
10. Sustaining a brand long term 237
Is there a brand life cycle? 238; Nurturing a perceived difference 240;
Investing in communication 243; No one is free from price comparisons 245;
Branding is an art at retail 247; Creating entry barriers 248;
Defending against brand counterfeiting 250; Brand equity versus customer equity:
one needs the other 252; Sustaining proximity with influencers 260;
Should all brands follow their customers? 262; Reinventing the brand: Salomon 263
11. Adapting to the market: identity and change 269
Bigger or better brands? 270; From reassurance to stimulation 271;
Consistency is not mere repetition 272; Brand and products: integration and
differentiation 273; Specialist brands and generalist brands 275;
Building the brand through coherence 279;
The three layers of a brand: kernel, codes and promises 290;
Respecting the brand DNA 292; Managing two levels of branding 293
12. Growth through brand extensions 295
What is new about brand extensions? 296; Brand or line extensions? 298;
The limits of the classical conception of a brand 300;
Why are brand extensions necessary? 303;
Building the brand through systematic extensions: Nivea 306;
Extending the brand to internationalise it 309; Identifying potential extensions 310;
The economics of brand extension 312; What research tells us about brand
extensions 316; What did the research reveal? 324;
How extensions impact the brand: a typology 324; Avoiding the risk of dilution 326;
Balancing identity and adaptation to the extension market segments 330;
Assessing what should not change: the brand kernel 332;
Preparing the brand for remote extensions 333; Keys to successful brand extensions 336;
Is the market really attractive? 340; An extension-based business model: Virgin 342;
How execution kills a good idea: easyCar 345
13. Brand architecture 347
The key questions of brand architecture 347; Type and role of brands 349;
The main types of brand architecture 356;
Choosing the appropriate branding strategy 372; New trends in branding strategies 376;
Internationalising the architecture of the brand 379; Some classic dysfunctions 379;
What name for new products? 381; Group and corporate brands 385;
Corporate brands and product brands 388
14. Multi-brand portfolios 391
Inherited complex portfolios 392; From single to multiple brands: Michelin 393;
The benefits of multiple entries 395; Linking the portfolio to segmentation 396;
Global portfolio strategy 401; The case of industrial brand portfolios 402;
Linking the brand portfolio to the corporate strategy 405;
Key rules to manage a multi-brand portfolio 406;
The growing role of design in portfolio management 409;
Does the corporate organisation match the brand portfolio? 410;
Auditing the portfolio strategically 411; A local and global portfolio – Nestlé 413
15. Handling name changes and brand transfers 415
Brand transfers are more than a name change 415; Reasons for brand transfers 416;
The challenge of brand transfers 418; When one should not switch 419;
When brand transfer fails 420; Analysing best practices 421;
Transferring a service brand 426;
How soon after an acquisition should transfer take place? 428;
Managing resistance to change 431; Factors of successful brand transfers 433;
Changing the corporate brand 435
16. Brand turnaround and rejuvenation 437
The decay of brand equity 438; The factors of decline 439; Distribution factors 442;
When the brand becomes generic 443; Preventing the brand from ageing 443;
Rejuvenating a brand 445; Growing older but not ageing 450
17. Managing global brands 455
The latest on globalisation 456; Patterns of brand globalisation 459; Why globalise? 461;
The benefits of a global image 466; Conditions favouring global brands 468;
The excess of globalisation 470; Barriers to globalisation 471;
Coping with local diversity 473; Building the brand in emerging countries 478;
Naming problems 479; Achieving the delicate local–global balance 480;
Being perceived as local: the new ideal of global brands? 483;
Local brands can strike back 485; The process of brand globalisation 487;
Globalising communications: processes and problems 495;
Part Four: Brand valuation 501
18. Financial valuation and accounting for brands 503
Accounting for brands: the debate 504; What is financial brand equity? 507;
Evaluating brand valuation methods 513; The nine steps to brand valuation 525;
The evaluation of complex cases 528;
What about the brand values published annually in the press? 529
Bibliography 531
Index 545
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