Brand transformation : transforming firm performance by disruptive, pragmatic and achievable brand strategy

Cover -- Title -- Copyright -- Dedication -- Contents -- CHAPTER 1 Brand transformation â an introduction -- Is branding important? -- The challenges for marketers -- The conventional perspective of brands and branding -- The foundations of branding -- Product branding within categories -- Service and customer experience branding -- Corporate branding -- Differing branding challenges of B2C and B2B markets -- The need for a different perspective -- Branding and brands contribute to corporate strategy -- Brands build communities -- they need to be strong -- Product and service brands are not divorced from the influence of corporate brands -- Corporate brands form bonds with, and influence, not just customers but other stakeholders -- Individual product and service brands are not separate entities -- collectively they form brand portfolios and influence each other -- Brands do not develop themselves, they need effective and efficient marketing communications -- The brand transformation model â the structure of the book -- Chapter 2: The strategic influence of branding -- Chapter 3: Branding and firm performance, the role and influence of brand value and brand equity -- Chapter 4: Managing brand complexity, understanding branding structures -- Chapter 5: Managing corporate brands, an identity perspective -- Chapter 6: Managing brand portfolio performance -- Chapter 7: Managing brand communications -- Chapter 8: Brand transformation â strategic issues and options -- Chapter 9: Brand transformation â strategy selection and implementation -- How to use the brand transformation model -- Analysis -- Options development -- Options selection, the brand transformation strategy and plan -- CHAPTER 2 The strategic influence of branding -- The management challenge -- Brandingâ s influence on a firmâ s competitive and industry position?