integrated campaigns 194 internal brand audiences 116–19 international outlook 224–5 see also global brands interviews 6 audiences 120–1 brand anatomy 92–3 brand creation 66–7 brand experience 186–7 defining branding 34–5 future of branding 230–1 trends in branding 150–3 working practices 210–13 intranets 11, 179
‘no logo’ approach 134–5 non-governmental organisations (NGOs) 11, 32–3, 142 Norsk vodka 76–7, 134, 135 not-for-profit organisations 174
O O2 demerger 50 Ocado 90, 139 oil companies 62, 142–3 Olympic bids 144–5 online brand centres 208 Orange 139, 162–3 originators 56–9, 64 own brands 146–7
J journey concept 11, 163, 168–9, 172–3,202–3
K Kall Kwik 61, 114–15 KLM 49, 181 Kraft Foods 44–5, 161
L language of branding 9, 10–11 ‘less branding’ 134–5 Liechtenstein 145 local brands 11, 182, 224 logos see brand marks loss-leaders 11, 158, 159
M M&S (Marks & Spencer) 112–13 McDonalds 111, 128 Maharishi clothing 88 majority adopters 102–3 managing brands 20, 22, 67 marketing collateral 11, 90, 91 marketing mix 158–61 marketing theory 9 marketplace 11, 26–7 Marks & Spencer (M&S) 112–13 Marzano, Stefano L. 236 MasterCard 63 Me Company 83 memetics 219 mergers 48–9 methodology 192–3 mindshares 11, 16, 17, 58–9 mixed messages 64–5
N naming brands 90–1 narrative 11, 76–9, 198, 199 NASDAQ 164–5 National Geographic 52, 66, 204 National Portrait Gallery 207 new media 178–81 Newson, Marc 132, 171 NGOs see non-governmental organisations Nielsen, Ingelise 236 Nike 25, 183, 203, 210–11
P P&G (Procter & Gamble) 20–3 packaging 172–3 parent brands 11, 52–5, 64–5 Pareto Principle 98–9 partnerships 114, 118–19, 174–5 see also co-branding personal branding 148–9 personality brands 53, 82 PEST analysis 72–3 Philips 141, 186 place factors 158–61, 166–9 PlayStation (Sony) 104 PLC (product life cycle) 100–3 Polaroid I-zone 137 positioning 11, 26, 182, 183 Prada 168 price elasticity of demand 16 price factors 158–61 Procter & Gamble (P&G) 20–3 product life cycle (PLC) 100–3 production team 202 products 11, 16–17, 34 design 170–1 marketing mix 158–61 packaging 172–3 services 138–9 project managers 202 promotional factors 158–61 propositions 11, 182, 183 the four ‘P’s 158–61 public spaces 166–9
S salary levels 202 Samsung 80, 169 savvy consumers 106 service businesses 20, 33, 114–15, 138–9 see also products Shell 27, 143 silos 11, 18, 19 simplicity 132–3 SMART objectives 42 SMS technology 11, 140, 178–9 Sony 104 spin-offs 11, 50 stake, buy-outs 11, 48 stakeholders 11, 26–7, 42, 110 see also audiences; consumers; customers Starbucks 51, 130, 131 Stewart, Martha 53 stories see narrative straplines 11, 62–3 strategies 11, 126–7, 198–9 strategy teams 202 street trends 81 style 82–5 sub-brands 11, 52, 54–5, 64–5 Swan, Shari 152–3, 234 SWOT analysis 40–1, 48, 50–1
T taglines 11, 62–3 teams 194, 202–3 technology 140–1, 178–81 television advertising 108, 176–7 Terre d’Oc 59 theory 6, 9 TNT 118–19 tone 86–9 ‘tone of voice’ 207 Topshop 112–13, 164 trademarks 28 trends 122–53, 214–31
U umbrella branding 11, 54–5 unique selling points (USPs) 160–1
V vision 42–3 visual guidelines 206
R rebrands 48, 60–1, 66–7, 144–5, 148–9 repositioning 11, 24–5, 62–3 responsible branding 35, 64, 118–19, 142–3, 226–7 retail spaces 166–9 Rice Gardiner, Karen 67 risk and reward 126–7 role models 226–7 see also responsible branding roll-out 11, 116–17, 168–9 rules of branding 74–5
239
W websites 11, 30, 31, 178–81 Williamson, John 34–5, 236 wireless technology 140 women’s clothing shops 112–13 working structures/practices 188–213 writers 202
Y youth audiences 108–9, 152