How brands grow

著者

書誌事項

How brands grow

Jenni Romaniuk, Byron Sharp

Oxford University Press, 2016

  • pt. 2 : hardback

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注記

"Including emerging markets, services and durables, new brands and luxury brands"

Includes bibliographical references (p. 223-233)

内容説明・目次

内容説明

Following the success of international bestseller How Brands Grow: what marketer's don't know comes a new book that takes readers further on a journey to smarter, evidence-based marketing. How Brands Grow Part 2, by Jenni Romaniuk and Byron Sharp, is about fundamentals of buying behaviour and brand performance - fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity. Ride the next wave of marketing knowledge with insights such as how to build Mental Availability, metrics to assess the strength of your brand's Distinctive Assets and a framework to underpin your brand's Physical Availability strategy. Learn practical insights such as smart ways to look at word of mouth and the sort of advertising needed to attract new brand buyers. This book is also a must read for marketers working in emerging markets, services, durables and luxury categories, with evidence that will challenge conventional wisdom about growing brands in these markets. If you've ever wondered if word of mouth has more impact in China, if luxury brands break all the rules of marketing or if online shoppers are more loyal to brands or retailers, this book is for you. If you read and loved How Brands Grow - it's time to move to the next level of marketing. And if you haven't...get ready - This book will change the way you think about marketing forever.

目次

Chapter 1How Brands GrowByron Sharp and Jenni RomaniukHow to growCan you engineer your brand loyalty?The Law of Double JeopardyPenetration rules!Why does Double Jeopardy occur?How to GrowDismantling barriers to market share growthMeaningful loyalty metricsConclusionChapter 2Target the (whole) marketByron Sharp and Jenni RomaniukAll that glitters...The Heavy buyer fallacyWhy Our light buyers really matterPareto says you can't ignore light buyersWhat about heavy category buyers?The natural monopoly lawResist the seduction of sole loyaltySophisticated mass marketingDon't shoot yourself with target marketingConclusionChapter 3Where new customers come fromByron Sharp and Jenni RomaniukCompetitive brands have similar customer basesWhat about service categories?Loyal SwitchersUsing Predictable Customer overlapTake the McDonald's challengeInsights from PartitionsAre local brands a separate sub-market?ConclusionChapter 4The Foundations of Mental AvailabilityJenni RomaniukThe Brand = Our memoriesWe all have similar brainsMemory affects buying, and buying affects memoryOur brain when buyingCued retrievalBuilding mental availabilityPsst...a secret about big brandsNot one 'consideration set', many context-specific evoked setsMental availability metricsBuilding fresh brand memoriesBrand positioning = your advertised messagesWhat about Country of Origin?Love, hate and the wide chasm between themConclusionChapter 5Leveraging Distinctive AssetsJenni RomaniukMeet our OwlWhat's in a (brand) name?The many types of Distinctive assetsDistinctiveness <> differentiationStep 1: Choosing wiselyDistinctiveness measurement in actionStep 2: How to Execute wellDistinctive assets and mental availabilityDistinctive assets and physical availabilityDistinctive assets and the digital worldCompiling a Distinctive asset paletteConclusionChapter 6Achieving ReachJenni RomaniukWelcome to the new media worldWhat does 'reach' really mean?But I can't plan for reach because...No more excuses!Advertise where you sell(More) valuable audience: Non/light brand buyersChoosing media platformsMixing a media cocktailConclusionChapter 7Word of mouth facts worth talking aboutJenni Romaniuk and Robert EastThe lure of Word of MouthShould I focus on Positive or Negative WOM?WOM = conversation (about brands)Experience with the brand mattersWord of mouth-What's normal?Positive WOM has the most impact when...WOM as a reinforcerConclusionChapter 8The Fundamentals of Physical AvailabilityMagda Nenycz-Thiel, Jenni Romaniuk and Byron SharpWhat makes something 'easy to buy'?Presence: Is your brand where it needs to be?Grocery: Channelling ChoiceAchieving market coverageA multi-channel worldUseful laws of shopping behaviourShopping aroundDouble Jeopardy in retailer choiceThe Duplication of Shopping LawChannel management for services: Selling versus ServicingRelevance: Is your brand buyable?Prominence: Is your brand easy to spot?ConclusionChapter 9Online shopping...is it different?Magda Nenycz-Thiel and Jenni RomaniukGrowth in e-commerceAccess to a shopper world with no boundaries..?Do you need an online presence?What differences does the online channel bring?How does online impact loyalty patterns and levels?And for retailers?Shopping is quick. Online too.Key points when competing for the online shopperChapter 10 New Brands and Acquiring New BuyersJenni Romaniuk and Byron SharpA special occasion: the birth of a new brandThe 'arduous' path to first purchaseNew brands grow in the same way as existing brandsWho buys first?A two-stage launch strategyWhat about loyalty?Priority mental structures for a new brand (buyer)ConclusionChapter 11 And finally, a bit of LuxuryByron Sharp and Jenni RomaniukDoes familiarity breed contempt?If I own it does it lose its sparkle?Does 'easily available' cheapen a luxury brand?Does small mean niched?Conclusion

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