Index

Ability to launch, 131–132 Bell Laboratories, 106, 130 consistency across markets, Absolut, 114 Benefi t advantage, 85–86, 202 121–124 Action, 95, 99 Benetton, 61 consistency among, 115–117 Adjustment process, 15 Bethune, Gordon, 10, 111 defi nitions of, 25 Advertising, 37, 81, 103, 104, Betty Crocker, 111, 163 Brand scorecard, 296–300, 220, 269 Billboards, 250 309–310 Airlines, 10, 12–13, 15. See also Black & Decker, 162 Brand strategy, 69–90. See also specifi c airlines Blogs, 223, 238–239, 251 Tenant branding strategy AirTran, 111 BMW, 29, 101–102, 109, components, 75–76 Alaska Airlines, 173 147, 173 constructing, 79–89 Altoids, 218–219 BPAmoco, 163 defi ned, 69 American Express, 58 Brand architecture, 76–79. See guerrilla branding, 212–213 American Machine and also Brand strategy levels, 76–79 Foundry, 142 building, 118, 119–120 market segmentation in, American Tourister, 41, 42 consistency and, 115–117 80–84 Anheuser Busch, 88 defi ned, 76 positioning in, 84–89 Ansoff, Igor, 139 evaluating, 118–119 purposes, 71–74 Appearances, 233–234 Brand Asset Valuator, 126–127 real estate buyers, 253–255, Apple, 109, 304 Brand awareness, 209 270–272 Arch Deluxe sandwich, 158 Brand book, 208–209, situation analysis in, 79–80 Architects, 278 305–308 start-ups, 201–202 Armani, 185, 280 Brand diagnosis, 144–146 Brand trial, 62, 144, 300 Aspen Ridge, 279 Brand equity, 287–295 Bridgestone, 172 Associations, 27, 32–38, 200 cash fl ows and, 290–292 Brilliant, Ashleigh, 200, 201 Atari, 183 described, 287–288 British Airways, 149 Attractiveness, 83, 158–159, examples, 288–289, 292–293 Brochures, 234–235, 251, 267 204, 247, 261 life cycles and, 289–290 Brown-Forman, 154 Attributes, 27, 31–32, sources, 294–295 Budweiser, 38, 88 157–158 Brand extension matrix, Building a brand, 125–140 Automated customer response 166, 167 brand management, system, 61 Branding: 139–140 Avis, 29 innovation and, 16–17 fast followers, 135–138 Awareness, 98 COPYRIGHTEDlimitations, 19 MATERIALpioneers, 130–135 plans, 202–204, 244–245, slow followers, 138 B. F. Goodrich, 107 259, 276–283 steps in, 127, 129–130 Bahamas advertisements, 81 reasons for, 17–18 success and failure routes, Bal Harbour Shops, 261, 262 value of, 19–21 125–127 Band-Aid, 44 Brand management, 139–140 Bulgari, 280 Barbie dolls, 132, 133 Brand measure inventory, Burger King, 22, 33, 112–113, Bartles & Jaymes, 162 297–300 147, 157 Bausch & Lomb, 152, 155, 159 Brand presentations, 308–309 Business cards, 217–218, 219, Baywood Homes, 283–284 Brands: 234, 251 Beef advertising, 37 components, 26–27 Business objectives, 75, 203

311

bbindex.inddindex.indd 311311 88/20/08/20/08 33:16:56:16:56 PPMM INDEX

Buyer branding strategy: entrepreneurs, 202 Customer(s): large real estate investors, example, 190–191 contact with, 56–60, 270–272 Introduction stage, 179–180, 113–114 small real estate investors, 183–185, 195 identifi ers and, 113–114 253–255 managing through, involvement in operations, 194–195 64–65 Campbell’s Kids, 111 margin, cost, and perceived recommendations from, 145, Capacity planning, 63–64 value curves, 181–183 300 Cash fl ows, 209–210, 290–292 Maturity stage, 181, satisfaction, 145, 300 Caterpillar, 209, 305 191–192, 195 saying “No” to, 74 Celebrity endorsements, 164 overview, 179–181 understanding, 129 Central Park, 7, 260–261 Rapid Growth stage, 180, Chanel, 11, 12 181, 185–188, 195 Davidson, William “Willie Chase, 110 types of life cycles, 177–179 G.”, 142 Chemical, 110 Competitive Turbulence stage, Deciders, 47 Chidsey, John, 22 180, 181, 188–189, 195 Decision-making unit, Chinese immigration Concentration, 71, 73–74 46–47, 85 service, 59 Conference Board, 296–297, Decline stage, 181, 192–194, 195 Chivas Regal, 33, 34, 291–292 298, 304, 309 Defender automobile, 118 Christy’s, 163 Consistency, 115–124 Demand forecasting, 63–64 CIGNA, 109 among brands, 115–117 Development branding plans, Cisco, 304 of brand across markets, 276–283 Citibank, 61, 114 121–124 communicating brand Co-brands, 163–165 in brand position and position to target Coca-Cola, 29, 172, 175 communications, tenants, 283 Cold calls, 239, 251 204–205 designing and altering Commodities, 129–130, 192 building brand architecture, property, 280–282 Communications, 91–104 118, 119–120 determining brand position, actions and, 95 entrepreneurs, 204–205, 278–280 as brand strategy purpose, 207–208 evaluating real estate 71, 74 evaluating brand architec- environment, 277 building brand and, 130 ture, 118–119 selecting target tenant crisis management and, 173, in external communications, market, 278 175, 176 207–208 understanding tenants, 278 external, 207–208 importance of, 22–23 Die Hard batteries, 107 guerrilla branding, 217–220 Contests, 106, 220, 235–236 Diesel, 61 importance of, 91 Continental Airlines, 10, Diet Pepsi, 170–171, 174 internal, 208–209 12–13, 51, 64, 111 Differential advantage, mass, 239, 251, Conviction, 99 85–86, 202 266–267, 269 Coordination, 71–73, Differentiation, 144, 299 methods, 103–104 122–124 Direct brand extensions, models, 98–101 CoreBrand, 20 161–162 perceptual gaps, 93–94 Corporate brands, 77 Direct mail, 268 personal, 236, 237 Cosmopolitan, 153 Discipline, 205 principles, 95–98 Cost curve, 182, 290, 291 Dominant brands, 44–45, 158 real estate brand position, Costs, 50–51, 134 Donald J. Trump Signature 249–252, 255, 265–269, Crayola, 32 Collection, 11–12 271–272, 283 Credit, getting, 17–18 Drinks Americas, 40–41 Competition, 14–16 Crises, 168–176 Dual-focus communications Competitive advantage, 86 characteristics, 168–170, strategy, 186 Competitive life cycle, 171 DuPont, 186, 187, 290 177–195 example, 170–171 Duracell batteries, 109, 110 brand equity and, 289–290 managing, 170–171, Competitive Turbulence 172–173 Economic benefi ts, 41 stage, 180, 181, preparing for, 174–176 EG&G, 111 188–189, 195 Crisis teams, 174–175 ELK Lighting, 91–92 Decline stage, 181, Cross, Tracy, 292 Emaar Properties, 280 192–194, 195 Curves, 163–164 E-mail, 238, 251

312

bbindex.inddindex.indd 312312 88/20/08/20/08 3:16:573:16:57 PMPM Index

Emotional benefi ts, 41 Ford, 38, 117, 172, 290 Hoechst, 108 Employees, 301–310 Ford, Henry, 3, 7 Holiday cards, 236, 237 brand equity and, 294 Foster’s beer, 34–35 Hollowing out, 146 communicating brand to, French Foreign Legion, 144 Honda, 142 304–310 Functional benefi ts, 41 orientation, 302–303 IBM, 29, 46, 78, 162 support for brand, 303–304 Gablinger’s beer, 87 Identifi ers, 105–114 Energizer batteries, 109, 110 Gallo, 162 as brand component, 26, Entrepreneurs, 199–210 Gaps, perceptual, 93–94 29–31 brand plan components, Gatekeepers, 47 changing, 109–112 202–204 GE. See General Electric (GE) guerrilla branding, 215–216 brand strategies, 201–202 GEICO, 41, 192 logos, 27–28, 108–109, determining brand position, General Electric (GE): 111–112, 233, 250, 266 205–207 attributes, 35 names, 106–108, 233, 250, external brand communica- brand book, 209, 305 266, 283–284 tions, 207–208 brand strategy, 77, 78 overview, 103 internal communications, logo, 112 personal brands, 233 208–209 temporary brands, 162 using at contact points with monitoring brand, 209 General Mills, 164 customers, 113–114 need for brand, 200–201 General Motors, 162 Imitation strategy, 186–187 raising money, 209–210 Gillette, 78–79 Indirect brand extensions, selecting target market, Glosser, Cathy Hoffman, 26, 162–165 204–205 160 Inertia, 65 Entry barriers, 133–134 Golden Eye, 101–102 Infl uencers, 47 Events, 235, 251, 267–268 Goodyear, 107, 158 Ingredient branding, 164 Everlasting White Mountain Google, 304 Initiators, 47 bicycles, 29–30 “Green” position, 278 Innovation, 16–17, 188 Evolutionary change, 111–112 Growth matrix, 139–140, Intangible benefi ts, 61–62 Expedia, 64 165–167 Intel, 172 Experience curve effects, 135 Gucci, 147 Interbrand, 20 Extending your brand, Guerrilla branding, 211–224 Internet, 62, 64, 222–223, 236, 152–167 communications, 217–220 238–239 brand attributes, 157–158 entrepreneurs, 208 Introduction stage, 179–180, consequences, 159 identifi ers, 215–216 183–185, 195 described, 153–155 Internet, 222–223 iPod, 131, 132 evaluating opportunities, positioning, 214 Isaac Mizrahi, 11 158–159 promotions, 220–221 examples, 156–157, 160–161 public relations, 221–222 Jack Daniel’s, 152, 154, 155 failed attempts, 152, research, 223 Jannini, Michael E., 280 154–155 service, 216–217 Jell-O, 44 growth opportunities, small businesses and JetBlue, 51, 303–304 165–167 branding, 212 Johnson & Johnson, 41, 42, options, 161–165 strategy, 212–213 172, 173 overextending a brand, 165 tactics, 214–215 Jolly Green Giant, 111 selecting opportunities, targets, 213–214 Juliano, Mark, 281–282 159–160 steps in, 157–161 Hallmark Channel, 305 Kawasaki, 142 Harley-Davidson, 44, 141–143, Kellogg’s, 37 Fairfi eld Inn, 162–163 146, 154–155, 209, 305 Kessler, David, 171 Fallon McElligott, 150–151 Harry’s, 33 Key performance indicators Family brands, 116 Hartford Drive-In, 268 (KPIs), 309–310 Fast followers, 135–138, 180, Herald of Free Enterprise ship KFC, 29 186–188 tragedy, 173 Kit Kat, 165 FedEx, 41, 44, 76, 183, 184 Hershey, 44, 153, 154 Kleenex, 44 Firestone, 172 Hidden brands, 162 Kmart, 32 First Union, 111 Hierarchy of Effects model, Knowledge, 98 Flyers, 217, 251 98–100 Kodak, 29, 33–34, 44, 165, Flying Pigeon bicycles, 29 Hilton Worldwide Resorts, 62 193–194

313

bbindex.inddindex.indd 313313 88/20/08/20/08 3:16:573:16:57 PMPM INDEX

KPIs (key performance Modifi ed skimming implementing, 232–239 indicators), 309–310 strategy, 135 reasons for developing, Kraft, 137–138 Monitoring the brand, 209 225–226 Kulula, 154 Morton salt girl, 111 timing for developing, Mountain Dew, 147, 226–227 Land Rover, 117, 118 190–191, 207 Personal communications, Left-hand side associations, Mrs. Field’s, 29 236, 237 36–38, 131–132 MTV Europe, 80 Personal selling, 103, 104 Levi’s, 117, 152, 155, 158, 167 Multiple brand positions, Petrus, Jim, 54, 128–129 Lexmark, 162 45–46 Pets.com, 185 Life cycles, 177–179, 289–290. Murray, Richard, 165 Pierre Cardin, 147 See also Competitive life Muschamp, Herbert, 6 Pillsbury, 111 cycle Pioneers, 130–135, 179–180, Lifestyle shopping centers, 281 Names: 186 Liking, 98–99 choosing, 106–108, 233, 250, Plans: Listerine, 16, 29 266, 283–284 branding, 202–204, Logos, 27–28, 108–109, recall of, 144, 299 244–245, 259, 276–283 111–112, 233, 250, 266 Nestle, 137–138, 165 stand-by, 175–176 Lucent, 106, 107, 130 New employee orientation, Plum bicycles, 29 302–303 Polaroid, 194 Main Street, 13–14 Newsletters, 219, 223 Polavision, 183, 206 Mandarin Hotels, 30–31, Nike, 108, 109 Positioning, 39–52 266–267 Nivea, 153 brand strategy, 75, 76, Mar-a-Lago, 275, 276 Noisy time, 15–17 84–89, 203 Margin curve, 181, 182, Novaris, 110 building brand, 130 289–290 NutraSweet, 164 clarifying, 148 Market life cycle, 178 decision-making units, Market segmentation, 80–84, Objectives, business, 46–47 188–189 75, 203 described, 41–43 Marlboro, 22–23 Off-target brand strategy, 147 dominant brands, 44–45 Marriott, 58, 79, 162–163, Oil of Olay, 155 multiple brand positions, 280–281, 290 Old Spice, 151, 153 45–46 Mart, The, 258 Open houses, 251 perceived value, 47–51 Mass communications, 239, Oracle, 304 perceptual map, 43–44 251, 266–267, 269 Overextension, 147, 165 personal brand, 229–230 Master brands, 115–116 real estate, 247–248, 254, MasterCard, 147, 163, 189 Packer, Jane, 154 262–263, 271, 278–280 Mattel, 132, 133 Palazzo Versace, 280 small businesses, 214 Maturity stage, 181, 191–192, PanAm, 10 start-ups, 203, 205–207 195 Panke, Helmut, 147 strategic themes, 50–51 Maxim, 137–138 Penetration strategy, Postcards, 236, 237 McDonald’s, 16, 33, 121, 134–135, 183 Preference, 99 157–158 Pentium, 172 Press releases, 251 McDowell, Jim, 101 PepsiCo, 32, 170–171, 174, Prevel Group, 278 Medeiros, Michael, 190–191 Procter & Gamble, 21, 78, 264–265 Perceived value, 47–51, 50–51, 111, 151 MetLife Financial Services, 63 182–183, 290–291, 298, Product(s): Metropolitan Opera, 65 310 brands, 77 Michelin, 41, 42 Perceptual gaps, 93–94 evaluating, 129–130 Milk advertising, 37 Perceptual map, 43–44, 94 life cycle, 178, 179 Miller Brewing, 38, 87–88, Perishable benefi ts, 63–64 modifying, 148–149 149–151 PerkinElmer, 111 services and, 55 Millward Brown, 20 Perrier, 168–169 services versus, 55–65 Mini automobiles, 173 Personal brands, 225–240 Programs, 75, 76, 203 Miresco Decorative Rugs, 156 audit, 229 Progressive, 192 Model life cycle, 178, 179 building, 227–230 Promotions, 103, 104, Model units, 269 example, 230–232 220–221, 235–236

314

bbindex.inddindex.indd 314314 88/20/08/20/08 3:16:583:16:58 PMPM Index

Property: Revolutionary change, 111 Small businesses. See Guerrilla designing and altering, Ritz-Carlton, 79, 162, 280, branding 280–282 303–304 Smith, Bradford, 92 improving, 248–249, 254, ROI (return on investment), 15 Smith Corona, 193 263–265, 271 Royal Mail (United Smucker’s, 153 maintaining, 252–253 Kingdom), 37 Snuggle fabric softener, 108 Prudential, 111–112 Rubbermaid, 154, 155 Som, Peter, 280 Public relations, 103, 104, South Group, 278 221–222, 236, 251, Saatchi & Saatchi, 149 Southwest Airlines, 51, 58, 64, 267–268 SAB Miller, 162 303–304 Saks Fifth Avenue, 261 Spectar, 96–97 Q-tips, 44 Sales offi ces, 269 Spirit Journal, 39–40 Questionnaires, 223, 246, 278 Sales promotions, 103, 104 Stainmaster, 186, 187 Quiet time, 15 Samuel, Marcus, Jr., 111 Stand-by plans, 175–176 Sandwiches of the World, 208 Starbucks, 18, 303–304 Ralph Lauren, 11, 185 Sanity Music, 58 Start-ups. See Entrepreneurs Range Rover, 118 Saturn automobiles, 162 Stationery, 217–218, 219, 234 Rapid Growth stage, 180, Schrager, Ian, 280 Steinway’s, 149 181, 185–188, 195 Scope mouthwash, 16 St. James Homes Group, RCA VideoDisc, 183, 206 Search process, 62 279–280 Real estate branding: Sears, 32, 58 Strategic themes, 50–51. See benefi ts, 258, 274–276 Segment Identifi cation Chart, also Brand strategy buyer branding strategy, 81–82, 123 Subbrands, 76, 116 253–255, 270–272 Segment Selection Chart, Surveys, 223, 246, 278 development branding plan, 83–84, 159 Suzuki, 142 276–283 Selling, personal, 103, 104 Switching costs, 134 large investors, 257–272 Seminars, 235, 267 managing, 273–284 Service(s), 53–65 Taco Bell, 58 naming brand, 283–284 brands, 77 Tactics, 76, 149–151, 214–215 plans, 244–245, 259 customer contact, 56–60 Tag lines, 22, 216, 233, 248, small investors, 243–256 customer involvement in 250 tenant branding strategy, operations, 64–65 Target market: 244–253, 258–269 defi ned, 54–55 brand strategy, 75, 76, 203 Recommendations from encounter, 56 building brand, 130 customers, 145, 300 environment, 61 clarifying, 148 Red Dog beer, 162 evaluating, 129–130 entrepreneurs, 203, Reddy, Babu, 249 guerrilla branding, 204–205 Rejuvenating tired brands, 216–217 guerrilla branding, 213–214 141–151 intangibility of benefi ts, personal brand, 228–229 brand diagnosis, 144–146 61–62 real estate, 247, 255, clarifying target market and life cycle, 178, 179 261–262, 272, 278 positioning, 148 modifying, 148–149 Target stores, 29, 32 example, 141–143 perishability of benefi ts, Taster’s Choice, 137–138 modifying product or 63–64 Tata-BP Lubricants India, 163 service, 148–149 process, 61, 64 Te fl on, 164 process overview, 144 products and, 55 Telemarketing, 268 reasons brands get tired, products versus, 55–65 Temporary brands, 162–163 146–148 Shanghai waterfront, 105 Tenant branding strategy: reformulating branding Shell, 111 communicating brand tactics, 149–151 Sherwin-Williams, 108, 109 position, 249–252, Relative ability, 83, 158–159, Shopping center design, 281 265–269 204, 247, 261–262 Sibley, David, 80 determining brand position, Relevance, 144, 299 Signs, 218, 219, 250 247–248, 262–263 Remnants, 220 Singapore Tourism, 114 improving property, Research, 223 Situation analysis, 79–80 248–249, 263–265 Return on investment Skimming, 132–134, 185 large investors, 258–269 (ROI), 15 Slow followers, 138, 180 maintaining brand, 252–253

315

bbindex.inddindex.indd 315315 88/20/08/20/08 3:16:583:16:58 PMPM INDEX

Tenant branding strategy: Trump Entertainment Resorts, ValuePoint, 46 (continued ) 117–118, 269–270 ValuJet, 111 selecting target market, 247, Trump Home, 70–71, 91–92, Versace, 280 261–262 156–157 Vetoers, 47 small investors, 244–253 Trump Hotel Collection, 7–8, Victoria Bitter, 35 understanding tenants, 54, 59–60, 127–129, 279, Victoria’s Secret, 11 245–247, 260–261 302–303 Virgin, 153 Thom McAn, 95–96, 207 Trump International Hotel & Virtual experiences, 62 3M, 76, 78 Tower at Waikiki Beach Visa, 163, 189 Timeliness, 64 Walk, 5, 7, 19 Volkswagen, 97, 98, Timex, 29 Trump International Hotel & 117 Tired brands. See Rejuvenating Tower Chicago, 292–293 Volvo, 44, 45, 117 tired brands Trump International Hotel & Touchstone, 117 Tower Las Vegas, 288–289 Wachovia, 111, 305 Toyota, 21, 32, 304 Trump International Hotel & Wal-Mart, 29, 32, 41 Trade shows/fairs, 235 Tower New York City, 303 Walt Disney Company, 21, Travelers insurance, 108–109 Trump One Card, 117–118 117, 157 Travelocity, 64 Trump Silver Premium Vodka, Warm calls, 239, 251 Trial experiences, 62 39–41 Watershed dates, Trump, Donald J.: Trump Taj Mahal, 264–265, 14–15 Adopt-A-Highway 270, 281–282 Weatherup, Craig, program, 222 Trump Tower at City Center 170, 171 on branding, 3–8 White Plains, 249 Web sites, 223, 236, 238, on innovation, 16 Trump World Tower, 6 251, 268 on real estate branding, Trust, 299 Welch, Jack, 112 273–274 TruValue Hardware, 233 Wendy’s, 33, 158, 233 on real estate TWA, 10, 15 Wollman Rink, 7 development, 277 Tyco, 304 World Wide Fund for on real estate improvements, Tylenol, 172, 173 Nature, 163 248–249, 264 Tyvek, 114 Wyland, 230–232 on real estate products, 272, 275 Unilever, 78 Xerox, 17, 44–45 on Trump Home, 71, 92 Unique selling proposition, on Trump Hotel Collection, 85–86, 202 Yahoo!, 304 127–128 Unit cost curve, 182, 290, 291 Yamaha, 142 on Trump International Unit margin curve, 181, 182, Yellow Pages ads, 220 Hotel & Tower Las 289–290 Young & Rubicam, 126 Vegas, 288 UPS, 303–304 YSL, 147 Trump brand, 19, 26, 108, 160, Users, in decision-making 253–254 unit, 47 Zip-Loc, 32

316

bbindex.inddindex.indd 316316 88/20/08/20/08 3:16:593:16:59 PMPM