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Brands as an Application of Knowledge Management, 2nd Ed.

Managing Knowledge -- Unit 7

The Open University

Publisher: The Open University, 2001 , 65 pages

ISBN: 0-7492-7764-5

Synopsis:

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Table of Contents:

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  1. Introduction
    • 1.1 Aims
    • 1.2 Learning Objectives
  2. The Nature of Brands
    • 2.1 Linking Knowledge Management and Brand Management
    • 2.2 Customer Level
      • Communication
      • Information and communication technology
    • 2.3 Intra-Organizational Level
    • 2.4 Inter-Organizational Level
  3. Brand Typologies
    • 3.1 Brand Management as an Application of Knowledge Management
    • 3.2 Brand Interpretations
      • Brand as a legal instrument
      • Brand as a logo
      • Brand as a company
      • Brand as an identity
      • Brand as an image in consumers' minds
      • Brand as a personality
      • Brand as a relationship
      • Brand as adding value
      • Brand as a cluster of values
      • Brand as an evolving entity
    • 3.3 Knowledge Management’s Role in Brand Evolution
  4. Consumer Brands
    • 4.1 Consumers’ Buying Systems
      • Extended problem solving
      • Dissonance reduction
      • Limited problem solving
      • Tendency to limited problem solving
    • 4.2 Brand Loyalty
    • 4.3 Pitfalls of Loyalty Programmes
  5. Business-To-Business Brands
    • 5.1 Value from Performance Components
    • 5.2 Enhancing Brand Value through Relationships
  6. Services Brands
    • 6.1 Distinctive Characteristics of Services
      • Intangibility
      • Inseparability of production and consumption
      • Heterogeneity
      • Perishability
    • 6.2 Executing the Services Brand Strategy
    • 6.3 Not-For-Profit Brands
  7. Brand Evaluation
    • 7.1 Applying Brand Value Knowledge
      • Awareness
      • Perceptions and attitudes
      • Preferences
      • Choice intentions
      • Actual choice
    • 7.2 Reasons for Evaluating Brand Value
      • To buy or sell
      • To measure brand management effectiveness
      • To determine the appropriate level of future brand support
      • To make financial forecasts
      • To identify the underlying sources of brand value
    • 7.3 Methods of Measuring Brands
      • Simple measures
        • Price premium
        • Market share
        • Combining price premium and market share
      • Proprietary measures
  8. Conclusion

Reviews:

Brands as an Application of Knowledge Management

by Roland Buresund last modified 2014-01-26 00:57

Rating: ***** (OK)

Yet another way of looking at brands....


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