Marketing_Management_14th_Edition-min

56. Natalie Mizik and Robert Jacobson, “Trading Off
between Value Creation and Value Appropriation: The
Financial Implications of Shifts in Strategic Emphasis,”
Journal of Marketing 67 (January 2003), pp. 63–76.
57. Larry Light and Joan Kiddon, Six Rules for Brand
Revitalization: Learn How Companies Like McDonald’s
Can Re-Energize Their Brands (Wharton School
Publishing, 2009).
58. Jeff Cioletti, “The Passion of Pabst,” Beverage World,
January 2007, pp. 24–28; Jeremy Mullman, “Conspicuous
(Downscale) Consumption: Pabst Sees 25% Sales
Growth,” Advertising Age, September 16, 2009.
59. Evan West, “Smells Like a Billion Bucks,” Fast
Company, May 2009, pp. 44–46; Patricia Winters
Lauro, “Old Spice Begins a Revival as a Body-Care
Line for College-Age Men, with Towelettes,” New York
Times, April 29, 2002.
60. Rebecca J. Slotegraaf and Koen Pauwels, “The Impact
of Brand Equity and Innovation on the Long-Term
Effectiveness of Promotions,” Journal of Marketing
Research 45 (June 2008), pp. 293–306.
61. Keith Naughton, “Fixing Cadillac,” Newsweek, May 28,
2001, pp. 36–37.
62. Elizabeth Woyke, “Paul Stuart Tries to Unstuff the
Shirts,” BusinessWeek, October 8, 2007, p. 86.
63. Peter Farquhar, “Managing Brand Equity,” Marketing
Research 1 (September 1989), pp. 24–33.
64. Steven M. Shugan, “Branded Variants,” 1989 AMA
Educators’ Proceedings (Chicago: American Marketing
Association, 1989), pp. 33–38; M. Bergen, S. Dutta,
and S. M. Shugan, “Branded Variants: A Retail
Perspective,” Journal of Marketing Research 33
(February 1996), pp. 9–21.
65. Adam Bass, “Licensed Extension—Stretching to
Communicate,” Journal of Brand Management 12
(September 2004), pp. 31–38; also see David A. Aaker,
Building Strong Brands (New York: Free Press, 1996).
66. Jean Halliday, “Troubled Automakers’ Golden Goose,”
AutoWeek, August 14, 2006; Becky Ebenkamp,
“The Creative License,” Brandweek, June 9, 2003,
pp. 36–40; “Top 100 Global Licensors,” License!
Global, April 1, 2009.
67. For comprehensive corporate branding guidelines, see
James R. Gregory, The Best of Branding: Best Practices
in Corporate Branding (New York: McGraw-Hill, 2004).
For some international perspectives, see Majken
Schultz, Mary Jo Hatch, and Mogens Holten Larsen,
eds., The Expressive Organization: Linking Identity,
Reputation, and Corporate Brand (Oxford, UK: Oxford
University Press, 2000); and Majken Schultz, Yun Mi
Antorini, and Fabian F. Csaba, eds., Corporate
Branding: Purpose, People, and Process (Denmark:
Copenhagen Business School Press, 2005).
68. Guido Berens, Cees B. M. van Riel, and Gerrit H. van
Bruggen, “Corporate Associations and Consumer
Product Responses: The Moderating Role of Corporate
Brand Dominance,” Journal of Marketing 69 (July 2005),
pp. 35–48; Zeynep Gürhan-Canli and Rajeev Batra,
“When Corporate Image Affects Product Evaluations:
The Moderating Role of Perceived Risk,” Journal of
Marketing Research 41 (May 2004), pp. 197–205; Kevin
Lane Keller and David A. Aaker, “Corporate-Level
Marketing: The Impact of Credibility on a Company’s
Brand Extensions,” Corporate Reputation Review 1
(August 1998), pp. 356–78; Thomas J. Brown and Peter
Dacin, “The Company and the Product: Corporate
Associations and Consumer Product Responses,”
Journal of Marketing 61 (January 1997), pp. 68–84;
Gabriel J. Biehal and Daniel A. Sheinin, “The Influence
of Corporate Messages on the Product Portfolio,”
Journal of Marketing 71 (April 2007), pp. 12–25.
69. Vithala R. Rao, Manoj K. Agarwal, and Denise Dalhoff,
“How Is Manifest Branding Strategy Related to the
Intangible Value of a Corporation?” Journal of
Marketing 68 (October 2004), pp. 126–41. For an
examination of the financial impact of brand portfolio
decisions, see Neil A. Morgan and Lopo L. Rego,
“Brand Portfolio Strategy and Firm Performance,”
Journal of Marketing 73 (January 2009), pp. 59–74; S.
Cem Bahadir, Sundar G. Bharadwaj, and Rajendra K.
Srivastava, “Financial Value of Brands in Mergers and
Acquisitions: Is Value in the Eye of the Beholder?”
Journal of Marketing 72 (November 2008), pp. 49–64.
70. William J. Holstein, “The Incalculable Value of Building
Brands,” Chief Executive, April–May 2006, pp. 52–56.
71. David A. Aaker, Brand Portfolio Strategy: Creating
Relevance, Differentiation, Energy, Leverage, and
Clarity (New York: Free Press, 2004).
72. Christopher Hosford, “A Transformative Experience,”
Sales & Marketing Management 158 (June 2006),
pp. 32–36; Mike Beirne and Javier Benito, “Starwood
Uses Personnel to Personalize Marketing,” Brandweek,
April 24, 2006, p. 9.
73. Jack Trout, Differentiate or Die: Survival in Our Era of
Killer Competition (New York: John Wiley & Sons,
2000); Kamalini Ramdas and Mohanbir Sawhney, “A
Cross-Functional Approach to Evaluating Multiple Line
Extensions for Assembled Products,” Management
Science 47 (January 2001), pp. 22–36.
74. Nirmalya Kumar, “Kill a Brand, Keep a Customer,”
Harvard Business Review, December 2003, pp. 87–95.
75. For a methodological approach for assessing the extent
and nature of cannibalization, see Charlotte H. Mason
and George R. Milne, “An Approach for Identifying
Cannibalization within Product Line Extensions and
Multibrand Strategies,” Journal of Business Research
31 (October–November 1994), pp. 163–70.
76. Mark Ritson, “Should You Launch a Fighter Brand?”
Harvard Business Review, October 2009, pp. 87–94.
77. Paul W. Farris, “The Chevrolet Corvette,” Case
UVA-M-320, The Darden Graduate Business School
Foundation, University of Virginia, Charlottesville, 1988.
78. Byung-Do Kim and Mary W. Sullivan, “The Effect of
Parent Brand Experience on Line Extension Trial and
Repeat Purchase,” Marketing Letters 9 (April 1998),
pp. 181–93.
E24
Endnotes