Кевин Келлер - Маркетинг менеджмент. Экспресс-курс

248

Leslie de Chernatony and Gil McWilliam, «The Varying Nature of Brands as Assets», International Journal of Advertising 8, no. 4 (1989): 339—349.

249

Constance E. Bagley, Managers and the Legal Environment: Strategies for the 21st Century , 2d ed. (Cincinnati, OH: West Publishing, 1995).

250

Tulin Erdem, «Brand Equity as a Signaling Phenomenon», Journal of Customer Psychology 7, no. 2 (1998): 131—157.

251

Scott Davis, Brand Asset Management: Driving Profitable Growth Through Your Brands , (San Francisco: Jossey-Bass, 2000); D. C. Bello and M. B. Holbrook, «Does an Absencwe of Brand Equity Generalize Across Product Classes?» Journal of Business Research 34 (1996): 125—131; Mary W. Sullivan, «How Brand Names Affect the Demand for Twin Automobiles», Journal of Marketing Research 35 (1998): 154—165; Adrian J. Slywotzky and Benson P. Shapiro, «Leveraging to Beat the Odds: The New Marketing Mindset», Harvard Business Review (September– October 1993): 97–107.

252

Однако концепция «власти брендинга» вызывает критические замечания в свой адрес. Некоторые оппоненты возражают против коммерциализации деятельности, связанной с брендингом. См.: Naomi Klein, No Logo: Taking Aim at the Brand Bullies (New York, NY: Picador, 2000).

253

Остальные методы основаны на принципах экономических сигналов (Tulin Erdem, «Brand Equity as a Signaling Phenomenon», Journal of Customer Psychology 7, no. 2 (1998): 131—157) или исходят из социологических, антропологических или биологических принципов (Grant McCraken, «Culture and Consumption: A Theoretical Account of the Structure and Movement of Cultural Meaning of Consumer Goods», Journal of Consumer Research 13 (1986): 71—83; Susan Fournier, «Consumers and Their Brands: Developing Relationship Theory in Consumer Research», Journal of Consumer Research 24, no. 3 (1998): 343—373).

254

London UK Keller, Strategic Brand Management .

255

Christine Bittar, «Old Spice Does New Tricks», Brandweek , June 2, 2003, pp. 17—18.

256

Paul Keegan, «The Rise and Fall (and Rise Again) of Joe Boxer», Business 2.0, December 2002/January 2003, pp. 76—82.

257

Don E. Schultz, Stanley I. Tannenbaum, and Robert F. Lauterborn, Integrated Marketing Communications (Lincolnwood, IL: NTC Business Books, 1993).

258

Mohanbir Sawhney, «Don’t Harmonize, Synchronize», Harvard Business Review , July– August 2001, pp. 101—108.

259

Dawn Iacobucci and Bobby Calder, eds., Kellogg on Integrated Marketing (New York: John Wiley & Sons, 2003).

260

Scott Davis and Michael Dunn, Building the Brand-Driven Business (New York: John Wiley & Sons, 2002); Colin Mitchell, «Selling the Brand Inside», Harvard Business Review (January 2002): 99–105.

261

Stan Maklan and Simon Knox, Competing on Value (Upper Saddle River, NJ: Financial Times, Prentice Hall, 2000).

262

«Credit-Card Deal Boosts China’s Efforts Toward a National System», Information Week , March 31, 2004, n. p.

263

Keller, Strategic Brand Management ; Todd Wasserman, «Sharpening the Focus», Brand-week , November 3, 2003, pp. 28—32.

264

Рейтинг 100 лучших мировых брендов, полученный на основании их оценки Interbrand, приведен в работе: Diane Brady, Robert D. Hof, Andy Reinhardt, Moon Ihlwan, Stanley Holmes, and Kerry Capell, «Cult Brands: The BusinessWeek/Interbrand Annual Ranking of the World’s Most Valuable Brands Shows the Power of Passionate Consumers», BusinessWeek , August 9, 2004, pp. 58+; «Marked by the Market», The Economist , December 1, 2001, pp. 59—60 (работа содержит графическое применение Индекса добавленной стоимости Стерна Стюарта).

265

Mark Speece, «Marketer’s Malady: Fear of Change», Brandweek , August 19, 2002, p. 34.

266

Kenneth Hein «Dew Sports Street Smarts, Woos Urban Influences», Brandweek , June 6, 2005, p. 18.

267

Ronald Alsop, «Enduring Brands Hold Their Allure by Sticking Close to Their Roots», Wall Street Journal Centennial Edition , 1989.

268

Theodore Levitt, «Marketing Success Through Differentiation – of Anything», Harvard Business Review (January–February 1980): 83—91.

269

Dan Reed, «Low-Fare Rivals Keep a Close Eye on Song», USA Today , November 25, 2003, p. 6B.

270

Akshay R. Rao and Robert W. Ruekert, «Brand Alliances as Signals of Product Quality», Sloan Management Review (Fall 1994): 87—97; Akshay R. Rao, Lu Qu, and Robert W. Ruekert, «Signaling Unobservable Quality Through a Brand Ally», Journal of Marketing Research 36, no. 2 (1999): 258—268.

271

Bernard L. Simonin and Julie A. Ruth, «Is a Company Known by the Company It Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes», Journal of Marketing Research (February 1998): 30—42; C. W. Park, S. Y. Jun, and A. D. Shocker, «Com-posite Branding Alliances: An Investigation of Extension and Feedback Effects», Journal of Marketing Research 33 (1996): 453—466.

272

Peter Farquhar, «Managing Brand Equity», Marketing Research 1 (September 1989): 24—33.

273

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): 181—193.

274

Kevin Lane Keller and David A. Aaker, «The Effects of Sequential Introduction of Brand Extensions», Journal of Marketing Research 29 (February 1992): 35—50; John Milewicz and Paul Herbig, «Evaluating the Brand Extension Decision Using a Model of Reputation Building», Journal of Product & Brand Management 3, no. 1 (1994): 39—47.

275

Mary W. Sullivan, «Brand Extensions: When to Use Them», Management Science 38, no. 6 (June 1992): 793—806; Daniel C. Smith, «Brand Extension and Advertising Efficiency: What Can and Cannot Be Expected», Journal of Advertising Research (November/December 1992): 11—20; Daniel C. Smith and C. Whan Park, «The Effects of Brand Extensions on Market Share and Advertising Efficiency», Journal of Marketing Research 29 (August 1992): 296—313.

276

Subramanian Balachander and Sanjoy Ghose, «Reciprocal Spillover Effects: A Strategic Benefit of Brand Extensions», Journal of Marketing 67, no. 1 (January 2003): 4–13.

277

John A. Quelch and David Kenny, «Extend Profits, Not Product Lines», Harvard Business Review (September–October 1994): 153—160; Perspectives from the Editors, «The Logic of Product-Line Extensions», Harvard Business Review (November–December 1994): 53—62; J. Andrews and G. S. Low, «New But Not Improved: Factors That Affect the Development of Meaningful Line Extensions», Working Paper Report No. 98–124 (Cambridge, MA: Marketing Science Institute, November 1998); Maureen Morrin, «The Impact of Brand Extensions on Parent Brand Memory Structures and Retrieval Processes», Journal of Marketing Research 36, no. 4 (1999): 517—525.

278

Дж. Траут, Э. Райс. Позиционирование: битва за умы. VIP-издание. – СПб.: Питер, 2006. – 272 с.: ил.

279

David A. Aaker, Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity (New York: Free Press, 2004).

280

Barbara Loken and Deborah Roedder John, «Diluting Brand Beliefs: When Do Brand Extensions Have a Negative Impact?», Journal of Marketing (July 1993): 71—84; Deborah Roedder John, Barbara Loken and Christopher Joiner, «The Negative Impact of Extensions: Can Flagships Products Be Diluted?» Journal of Marketing (January 1998): 19—32; Susan M. Bro-niarcyzk and Joseph W. Alba, «The Importance of the Brand in Brand Extension», Journal of Marketing Research (May 1994): 214—228 (весь этот номер посвящен теме брендов и мароч-.. ного капитала); R. Ahluwalia and Z. Gurhan-Canli, «The Effects of Extensions on the Family Brand Name: An Accessibility-Diagnosticity Perspective», Journal of Consumer Research 27.. (December 2000): 371—381; Z. Gurhan-Canli and M. Durairaj, «The Effects of Extensions on Brand Name Dilution and Enhancement», Journal of Marketing Research 35 (1998): 464—473; S. J. Milberg, C. W. Park, and M. S. McCarthy, «Managing Negative Feedback Effects Associated with Brand Extensions: The Impact of Alternative Branding Strategies», Journal of Consumer Psychology 6 (1997): 119—140.

281

Philip Kotler, Marketing Management , 11th ed. (Upper Saddle River, NJ: Prentice Hall, 2003); Patrick Barwise and Thomas Robertson, «Brand Portfolios», European Management Journal 10, no.3 (September 1992): 277—285.

282

Jack Trout, Differentiate or Die: Survival in Our Era of Killer Competition (New York: John Wiley, 2000).

283

Paul W. Farris, «The Chevrolet Corvette», Case UVA-M-320, The Darden Graduate Business School Foundation, University of Virginia, Charlottesville, Virginia.

284

Claudia H. Deutsch, «A Fresh Approach to Marketing for Procter’s “Fresh Approach to Laundry”», New York Times , August 8, 2005, p. C7; Jennifer Reingold, «What P&G Knows About the Power of Disign», Fast Company, June 2005, pp. 56+; Jack Neff, «P&G Kisses Up to the Boss: Consumers», Advertising Age, May 2, 2005, pp. 18+; Jack Neff, «Management: P&G vs. Martha», Advertising Age , April 8, 2002, p. 24.

285

Leonard M. Fuld, The New Competitor Intelligence: The Complete Resource for Finding, Analyzing, and Using Information about Your Competitors (New York: John Wiley, 1995); John A. Czepiel, Competitive Marketing Strategy (Upper Saddle River, NJ: Prentice Hall, 1992).

286

Kevin Lane Keller, Brian Stenthal, and Alice Tybout, «Three Questions You Need to Ask About Your Brand», Harvard Business Review , September 2002, pp. 80—89.

287

Gregory S. Carpenter, Rashi Glazer and Kent Nakamoto, «Meaningful Brands from Meaningless Differentiation: The Dependence on Irrelevant Attributes», Journal of Marketing Research , August 1994: 339–50.

288

«Brooks Bros. Has Opened a 3,5000–Sq. – Ft. Store in Florence, Italy», Chain Store Age , January 2005, p. 18; Naomi Aoki, «An Alteration at Brooks Brothers Derailed by Casual Era Retailer Returns to Its Roots», Boston Globe , November 12, 2003, p. E1.

289

Bridget Finn, «Selling Cool in a Bottle – of Dish Soap», Business 2.0 , December 2003, pp. 72—73.

290

David A. Garvin, «Competing on the Eight Dimensions of Quality», Harvard Business Review (November–December 1987): 101—109.

291

Bernd Schmitt and Alex Simonson, Marketing Aesthetics: The Strategic Management of Brand, Identity, and Image (New York: Free Press, 1997).