Please enable JavaScript.
Coggle requires JavaScript to display documents.
BUKU REFERENSI - KEYWORD IN BRAND MANAGEMENT - Coggle Diagram
BUKU REFERENSI - KEYWORD IN BRAND MANAGEMENT
BRND LITERATURE
Aaker and Joachimsthaler (2002), part III and Kapferer (1997), chapter 7 offer very good treatments of this subject. The main differences between product and corporate branding are explained in figure 5.2 of this book.
BRAND COMMUNITY
The topic will be reviewed in
detail in the community approach, chapter 9, this book.
BRAND CULTURE
For further insight into the different meanings of brand culture we can recommend the anthology Brand Culture (Schroeder and Salzer-Morling 2006).
BRAND EQUITY
A good introduction to the concept of brand equity can be found in Kapferer (1997), chapter 1. For more information about the financial approach to brand equity Simon and Sullivan (1993) and Lindemann (2004) offer good explanations. More literature about strategic approaches to brand equity can be found in Aaker (1991) and Keller (1993). Creation of brand equity is at the heart of brand management and the seven brand approaches feature seven varied perspectives on how to work strategically with brand equity optimization.
BRAND ESSENCE
For an introduction to brand essence turn to the brand identity system in Aaker and Joachimsthaler (2002) and Kapferer (1997, where the same notion is called brand kernel), and in Keller (2003, where it is called brand mantra).
BRAND EXTENSION
excellent treatments can be found in Kapferer (1997), chapter 8 and Keller (2003), chapter 12.
BRAND GENEALOGY
An introduction to this managerial mindset is found in chapter 10 (this book), for the full treatment turn to How Brands become Icons by Douglas B. Holt (2004).
BRAND ICON
An introduction to brand icons is found in chapter 10 of this book, for the full treatment turn to How Brands Become Icons by Douglas B. Holt (2004).
BRAND IMAGE
Brand image is the pivotal point of the consumer-based
approach (chapter 6, this book).
BRAND LOYALTY
The concept of brand loyalty has been elaborated in the relational approach (chapter 8) that seeks to answer how and why loyal brand consumers consume the brand of choice.
BRAND PERSONALITY
The topic of brand personality is carefully reviewed in chapter 7 (this book) about the personality approach.
BRAND PORTFOLIO
We recommend Kapferer 1997, chapter 9 and Aaker and Joachimsthaler (2002), part III for book treatments of this topic. New theories suggest that a brand portfolio should beanalysed in three-dimensional molecule systems, including those of competitors, Hill and Lederer (2001) and Lederer and Hill (2001).
BRAND POSITIONING
The idea is linked to the information-processing theory of consumer choice that is the basis of the consumer-based approach in chapter 6 of this book. Another recommended reading is Positioning: the Battle for your Mind by Ries and Trout (2001).
BRAND RELATION
The background and implications of brand relationships are described in chapter 8, this book.
BRAND REVITALIZATION
This book does not elaborate the topic, but we recommend chapter 11 in Kapferer (1997).
BRAND STRATEGY
Great guidelines for the implementation of the brand strategy can be found in the managerial implications of each approach Here, it is possible to evaluate which managerial steps are in line with the approaches on which the brand identity and brand vision are based.
BRAND STRETCH
Since this book does not go into more detail with brand stretch, for a more thorough review of the subject we recommend chapter 8 in Kapferer (1997).
CO - BRANDING
Keller (2003) chapter 7 describes this phenomenon in more detail.
CORPORATE BRAND
Read more in chapter 5 (this book) about the identity approach.
EMPLOYEE BRANDING
It is a notion resembling the ‘living the brand’ concept a lot; turn to chapter 5 (this book) about the identity approach, Miles and Mangold (2004) and the references mentioned under ‘living the brand’ for further insight.
EMPLOYER BRANDING
Employer branding will not be elaborated on in this book; relevant literature to turn to is Barrow and Mosley (2005) emphasizing the interrelationship between HR, communication and top management, and Lievens and Highhouse (2003) about the emotive and tangible benefits for both potential and actual employees.
LIVING THE BRAND
The concept is briefly reviewed in the identity approach, chapter 5 of this book, other recommended readings are Ind (2001) and Karmark (2005).
PRODUCT BRAND
Product branding is compared to corporate branding in figure 5.2 in this book.
VIRAL BRAND
they are described in the community approach,chapter 9. Another suggested read is Brand Hijack: Marketing without Marketing by Wipperfürth (2005).