CONTENTS
Foreword from the ICA ix
Preface xi
Introduction xiii
Part 1. Finding Common Ground
1.1 Accountability and ROI 2
1.2 A Trilingual Story 4
1.3 No Simple Answer 5
1.4 What Business Are You In? 6
1.5 Words, Words, Words 7
1.6 The Two Meanings of Value 8
1.7 Vulcans and Earthlings 9
1.8 Agreeing What Brands Are 11
1.9 Agreeing That Brands Are Valuable 14
1.10 Brand Equity—Marketing and Advertising Version 17
1.11 Brand Equity—Finance Version 18
1.12 The Idea of Utility—Removing Some Myths 19
1.13 The Idea of Intangible Assets 21
1.14 Profit, Growth and Risk 25
Part 2. Winning Hearts and Minds
2.1 What Would Emerson Say? 28
2.2 The Marketing Mindset 29
2.3 The Brand Mindset 32
2.4 Short- and Long-Term Roles 38
2.5 Choosing amongst the Possibilities 45
2.6 Advertising as Investment 48
2.7 Advertising’s Impact on Profitability 51
2.8 Advertising’s Long-Term Effect 55
2.9 The Long Term, from Another Perspective 57
2.10 The Erosive Effect of Not Advertising 61
2.11 The Value of Marketing 65 |
Part 3. Creating a Shared Accountability Culture
3.1 The Need for Teamwork—Led from the Top 70
3.2 Measurability 71
3.3 The “Now and Later” Mindset 72
3.4 Defining the Causal Model 74
3.5 The Sales Funnel Model 76
3.6 The Brand Value Chain Model 77
3.7 What to Measure 79
3.8 Drilling Down 81
3.9 Measuring Brand Equity 84
3.10 Brand Valuation—When to Do It 90
3.11 Brand Valuation—How to Do It 92
3.12 Scorecards and Dashboards 94
3.13 The Unisys Example 98
3.14 Drawing the Strands Together 101
3.15 A Final Word 107
Useful Links 109
Glossary 111
References 135
Diagram Sources 138
Index 141
Easy Reference Card 155 |
