Kotler - Keller - Managementul Marketingului

450 Partea a IV-a > Crearea unor mårci puternice <
14. Keller, Strategic Brand Management.
15. Alice Z. Cuneo, „Apple Transcends as Lifestyle Brand“,
Advertising Age, 15 iunie 2003, pp. S2, S6.
16. Melanie Wells, „Red Baron“, Forbes, 3 iulie 2000, pp.
151-160; Kerry Capell çi Wendy Zellner, „Richard
Branson’s Next Big Adventure“, BusinessWeek, 8
martie 2004, pp. 44-45; Kerry Capell, „Virgin Takes
E-wing“, BusinessWeek e.biz, 22 ianuarie 2001, pp.
EB30-34; Capell çi Zellner, „Richard Branson’s Next Big
Adventure“, pp. 44-45.
17. Aaker, Building Strong Brands.
18. Aaker, Building Strong Brands.
19. Kevin Lane Keller, „Building Customer-Based Brand
Equity: A Blueprint for Creating Strong Brands“, Marketing
Management 10, iulie-august 2001, pp. 15-19.
20. Christine Bittar, „Old Spice Does New Tricks“, Brandweek,
2 iunie 2003, pp. 17-18.
21. Paul Keegan, „The Rise and Fall (and Rise Again) of Joe
Boxer“, Business 2.0, decembrie 2002/ianuarie 2003,
pp. 76-82.
22. Alex Taylor III, „VW Learns What’s in a Name: Trouble“,
Fortune, 11 august 2003, p. 40.
23. Kim Robertson, „Strategically Desirable Brand Name
Characteristics“, Journal of Consumer Marketing,
toamna 1989, pp. 61-70; C. Kohli çi D. W. LaBahn,
„Creating Effective Brand Names: A Study of the Naming
Process“, Journal of Advertising Research,
ianuarie/februarie 1997, pp. 67-75.
24. Robert Salerno, „We Try Harder: An Ad Creates a
Brand“, Brandweek, 8 septembrie 2003, pp. 32, 33.
25. Don E. Schultz, Stanley I. Tannenbaum çi Robert E.
Lauterborn, Integrated Marketing Communications
(Lincolnwood, IL: NTC Business Books, 1993).
26. Mohanbir Sawhney, „Don’t Harmonize, Synchronize“,
Harvard Business Review, iulie-august 2001, pp.
101-108.
27. David C. Court, John E. Forsyth, Greg C. Kelly çi Mark A.
Loch, „The New Rules of Branding: Building Strong
Brands Faster“, McKinsey Marketing Practice 13; Scott
Bedbury, A New Brand World (New York: Viking Press,
2002).
28. Sonia Reyes, „Cheerios: The Ride“, Brandweek, 23
septembrie 2002, pp. 14-16.
29. Ian Wylie, „These Lollies Are About to Go Pop“, Fast
Company, decembrie 2002, pp. 52-54.
30. Christopher Locke, Rick Levine, Doc Searle çi David
Weinberger, The Cluetrain Manifesto: The End of
Business as Usual (Cambridge, MA: Perseus Press,
2000).
31. Bruce Horovitz, „Gen Y: A Tough Crowd to Sell“, USA
Today, 22 aprilie 2002, p. B1.
32. Dawn Iacobucci çi Bobby Calder, coordonatori, Kellogg
on Integrated Marketing (New York: John Wiley & Sons,
2003).
33. Drew Madsen, „Olive Garden: Creating Value Through
an Integrated Brand Experience“, prezentare la conferinÆa
Institutului de ÇtiinÆa Marketingului, Brand Orchestration,
Orlando, Florida, 4 decembrie 2003.
34. Scott Davis çi Michael Dunn, Building the Brand Driven
Business (New York: John Wiley & Sons, 2002); Colin
Mitchell, „Selling the Brand Inside“, Harvard Business
Review, ianuarie 2002, pp. 99-105.
35. Stan Maklan çi Simon Knox, Competing on Value (Upper
Saddle River, NJ: Financial Times, Prentice Hall, 2000).
36. Sherrie Bossung çi Mark Pocharski, „Building a Communication
Strategy: Marketing the Brand to Employees“,
prezentare la conferinÆa Institutului de ÇtiinÆa
Marketingului, Brand Orchestration, Orlando, Florida, 4
decembrie 2003.
37. Laurel Wentz, „Brand Audits Reshaping Images“, Ad
Age International, septembrie 1996, pp. 38-41.
38. Keller, Strategic Brand Management; Todd Wasserman,
„Sharpening the Focus“, Brandweek, 3 noiembrie 2003,
pp. 28-32.
39. Becky Ebenkamp, „Style Counsels with New Ads: Alize
Knows Its Place(ment)“, Brandweek, 15 decembrie
2003, p. 8.
40. Gerry Khermouch çi Diane Brady, „Brands in an Age of
Anti-Americanism“, BusinessWeek, 4 august 2003, pp.
69-78. Articolul face un clasament al primelor 100 de
mårci globale, folosind metoda de evaluare elaboratå de
Interbrand. Vezi çi „Marked by the Market“, The
Economist, 1 decembrie 2001, pp. 59-60, pentru o
exemplificare a indicelui avuÆiei adåugate propus de
Stern Stewart.
41. Aaker, Building Strong Brands. Vezi çi Patrick Barwise
et al., Accounting for Brands (London: Institute of Chartered
Accountants in England and Wales, 1990); Peter
H. Farquhar, Julia Y. Han çi Yuji Ijiri, „Brands on the
Balance Sheet“, Marketing Management, iarna 1992,
pp. 16-22.
42. Joann Muller, „Honey, I Shrank the Box“, Forbes, 10
noiembrie 2003, pp. 82-86.
43. David Kiley, „To Boost Sales, Volvo Returns to Its Roots:
Safety“, USA Today, 26 august 2002, p. 6B.
44. Natalie Mizik çi Robert Jacobson, „Trading Off Between
Value Creation and Value Appropriation: The Financial
Implications of Shifts in Strategic Emphasis“, Journal of
Marketing 67, ianuarie 2003, pp. 63-76.
45. Mark Speece, „Marketer’s Malady: Fear of Change“,
Brandweek, 19 august 2002, p. 34.
46. Keith Naughton, „Fixing Cadillac“, Newsweek, 28mai
2001, pp. 36-37.
47. Norman Klein çi Stephen A. Greyser, „The Perrier
Recall: A Source of Trouble“, Harvard Business School
Case #9-590-104; „The Perrier Relaunch“, Harvard
Business School Case #9-590-130.
48. Ronald Alsop, „Enduring Brands Hold Their Allure by
Sticking Close to Their Roots“, Wall Street Journal
Centennial Edition, 1989.
49. Peter Farquhar, „Managing Brand Equity“, Marketing
Research 1, septembrie 1989, pp. 24-33.
50. Steven M. Shugan, „Branded Variants“, 1989 AMA Educators’
Proceedings (Chicago: American Marketing Association,
1989), pp. 33-38; M. Bergen, S. Dutta çi S. M.
Shugan, „Branded Variants: A Retail Perspective“, Journal
of Marketing Research 33, februarie 1996, pp. 9-21.