Marketing_Management_14th_Edition-min

in-depth examination of how brand names get
developed, see Alex Frankel, Wordcraft: The Art of
Turning Little Words into Big Business (New York:
Crown Publishers, 2004).
34. Don Schultz and Heidi Schultz, IMC: The Next
Generation (New York: McGraw-Hill, 2003); Don E.
Schultz, Stanley I. Tannenbaum, and Robert F.
Lauterborn, Integrated Marketing Communications
(Lincolnwood, IL: NTC Business Books, 1993).
35. Mohanbir Sawhney, “Don’t Harmonize, Synchronize,”
Harvard Business Review, July–August 2001, pp. 101–8.
36. David C. Court, John E. Forsyth, Greg C. Kelly, and
Mark A. Loch, “The New Rules of Branding: Building
Strong Brands Faster,” McKinsey White Paper Fall
1999; Scott Bedbury, A New Brand World (New York:
Viking Press, 2002).
37. Sonia Reyes, “Cheerios: The Ride,” Brandweek,
September 23, 2002, pp. 14–16.
38. Dawn Iacobucci and Bobby Calder, eds., Kellogg on
Integrated Marketing (New York: John Wiley & Sons,
2003).
39. Drew Madsen, “Olive Garden: Creating Value through
an Integrated Brand Experience,” presentation at
Marketing Science Institute Conference, Brand
Orchestration, Orlando, Florida, December 4, 2003.
40. Michael Dunn and Scott Davis, “Building Brands from
the Inside,” Marketing Management (May–June 2003),
pp. 32–37; Scott Davis and Michael Dunn, Building the
Brand-Driven Business (New York: John Wiley & Sons,
2002).
41. Stan Maklan and Simon Knox, Competing on Value
(Upper Saddle River, NJ: Financial Times, Prentice Hall,
2000).
42. Coeli Carr, “Seeking to Attract Top Prospects,
Employers Brush Up on Brands,” New York Times,
September 10, 2006.
43. The principles and examples from this passage are
based on Colin Mitchell, “Selling the Brand Inside,”
Harvard Business Review, January 2002, pp. 99–105.
For an in-depth discussion of how two organizations,
QuikTrip and Wawa, have developed stellar internal
branding programs, see Neeli Bendapudi and Venkat
Bendapudi, “Creating the Living Brand,” Harvard
Business Review, May 2005, pp. 124–32.
44. James H. McAlexander, John W. Schouten and Harold
F. Koenig, “Building Brand Community,” Journal of
Marketing 66 (January 2002), pp. 38–54. For some
notable examinations of brand communities, see René
Algesheimer, Uptal M. Dholakia, and Andreas
Herrmann, “The Social Influence of Brand Community:
Evidence from European Car Clubs,” Journal of
Marketing 69 (July 2005), pp. 19–34; Albert M. Muniz
Jr. and Hope Jensen Schau, “Religiosity in the
Abandoned Apple Newton Brand Community,” Journal
of Consumer Research 31 (2005), pp. 412–32; Robert
Kozinets, “Utopian Enterprise: Articulating the
Meanings of Star Trek’s Culture of Consumption,”
Journal of Consumer Research 28 (June 2001),
pp. 67–87; John W. Schouten and James H.
McAlexander, “Subcultures of Consumption: An
Ethnography of New Bikers,” Journal of Consumer
Research 22 (June 1995), pp. 43–61.
45. Albert M. Muniz Jr. and Thomas C. O’Guinn, “Brand
Community,” Journal of Consumer Research 27 (March
2001), pp. 412–32.
46. Susan Fournier and Lara Lee, “The Seven Deadly Sins
of Brand Community ‘Management,’” Marketing
Science Institute Special Report 08-208, 2008.
47. Harley-Davidson USA, www.hog.com; Joseph Weber,
“Harley Just Keeps on Cruisin’,” BusinessWeek,
November 6, 2006, pp. 71–72.
48. Scott A. Thompson and Rajiv K. Sinha, “Brand
Communities and New Product Adoption: The
Influence and Limits of Oppositional Loyalty,” Journal
of Marketing 72 (November 2008), pp. 65–80.
49. Deborah Roeddder John, Barbara Loken, Kyeong-Heui
Kim, and Alokparna Basu Monga, “Brand Concept
Maps: A Methodology for Identifying Brand
Association Networks,” Journal of Marketing Research
43 (November 2006), pp. 549–63.
50. In terms of related empirical insights, see Manoj K.
Agrawal and Vithala Rao “An Empirical Comparison of
Consumer-Based Measures of Brand Equity,”
Marketing Letters 7 (July 1996), pp. 237–47; and
Walfried Lassar, Banwari Mittal, and Arun Sharma,
“Measuring Customer-Based Brand Equity,” Journal of
Consumer Marketing 12 (1995), pp. 11–19.
51. “The Best Global Brands,” BusinessWeek, June 19,
2009; The article ranks and critiques the 100 best
global brands using the valuation method developed
by Interbrand. For more discussion on some brand
winners and losers, see Matt Haig, Brand Royalty: How
the Top 100 Brands Thrive and Survive (London: Kogan
Page, 2004); Matt Haig, Brand Failures: The Truth
about the 100 Biggest Branding Mistakes of All Time
(London: Kogan Page, 2003); For an academic
discussion of valuing brand equity, see V. Srinivasan,
Chan Su Park, and Dae Ryun Chang, “An Approach to
the Measurement, Analysis, and Prediction of Brand
Equity and Its Sources,” Management Science 51
(September 2005), pp. 1433–48.
52. Mark Sherrington, Added Value: The Alchemy of
Brand-Led Growth (Hampshire, UK: Palgrave
Macmillan, 2003).
53. For some discussion of what factors determine longterm
branding success, see Allen P. Adamson, Brand
Simple (New York: Palgrave Macmillan, 2006).
54. Nikhil Bahdur and John Jullens, “New Life for Tired
Brands,” Strategy+Business 50 (Spring 2008).
55. David Lieberman, “Discovery Chief Takes a Network
on a Wild Ride,” USA Today, September 2, 2009,
pp. 1B–2B; Discovery Communications, www.
corporate.discovery.com; Kenneth Hein, “Consumers
Clinging to Old Favorite Brands,” Brandweek,
January 20, 2009; Linda Moss and Linda Haugsted,
“Discovery Times New Branding Campaign to
‘Deadliest Catch’ Debut,” Multichannel News,
March 31, 2008.
Endnotes
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