Page 210 - HBR's 10 Must Reads on Strategic Marketing

INDEX

brand report cards, 77–96 buying funnel, 16–18, 20–21, 189,
balance in, 94–96 190–191
brand monitoring and, 81, 85, buy stage, 17–18
91–94
brand portfolio and, 81, 85, 87–88
brand support and, 81, 85, 90–91 Cadillac, 87–88
for competitors, 84–85 call centers, 10–11
consistency and, 80, 84, 86 Calvin Klein, 83
customer benefits and, 78–79, 84 Campaign for Real Beauty,
integrated marketing strategy 137, 142
and, 81, 85, 88–89 Cancer Survivors Network, 139
managers and brand meaning in, Cascade, 82–83
81, 85, 89–90 case histories, value, 126–127
positioning and, 80, 83, 84, 86 central heating, 39–40
relevance and, 79, 82, 84 Chevrolet, 44, 87–88
value and, 80, 82–83, 84 chief customer officers, 5–6,
brands and branding 187, 190
advertising in building, 68–70 chief revenue officers, 187, 190
attributes of strong, 78–94 Children’s Hospital of Philadelphia,
of authority, 145–146 108
consistency in, 80, 84, 86 Christensen, Clayton M., 57–76,
of conversation, 145–146 75–76
digital age, 15–28 Church & Dwight, 65–66
endorser, 71–75 Citigroup, 177
job focus in, 57–76 click-stream analysis, 24
mainstream versus niche, Coca-Cola, 81, 89, 142, 146, 177
145–146 Colgate-Palmolive, 66
market segments and, 57–58 communication
meaning of, 81, 85, 89–90, 95–96 with customers, 2–5
monitoring, 81, 85 mass versus two-way, 2–5
monitoring online comments between sales and marketing,
about, 23 185
portfolios, 81, 85, 87–88 touch points in, 15–28
positioning, 80, 83, 84, 86 communities. See brand
purpose, 66–69 communities
relevance of, 79, 82, 84 Community Readiness Audit,
report card for, 77–96 134, 149
support for, 81, 85, 90–91 complexity, 50
touch points and, 15–28 conflict, in brand communities, 137,
Braun, 90 141–143
buggy whip industry, 46 consider stage in decision making,
Buick, 87–88 16, 20
Burning Man, 143 consistency, 80, 84, 86

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