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BRIEF CONTENTS

PART I Opening Perspectives 31

CHAPTER 1 Brands and Brand Management 31

PART II Developing a Brand Strategy 67

CHAPTER 2 Customer-Based Brand Equity and Brand Positioning 67
CHAPTER 3 Brand Resonance and the Brand Value Chain 106

PART III Designing and Implementing Brand Marketing Programs 141

CHAPTER 4 Choosing Brand Elements to Build Brand Equity 141
CHAPTER 5 Designing Marketing Programs to Build Brand Equity 177
CHAPTER 6 Integrating Marketing Communications to Build Brand Equity 214
CHAPTER 7 Branding in the Digital Era 249
CHAPTER 8 Leveraging Secondary Brand Associations to Build Brand Equity 291

PART IV Measuring and Interpreting Brand Performance 327

CHAPTER 9 Developing a Brand Equity Measurement and Management
System 327
CHAPTER 10 Measuring Sources of Brand Equity: Capturing Customer
Mind-Set 361
CHAPTER 11 Measuring Outcomes of Brand Equity: Capturing Market
Performance 400

PART V Growing and Sustaining Brand Equity 425

CHAPTER 12 Designing and Implementing Brand Architecture Strategies 425
CHAPTER 13 Introducing and Naming New Products and Brand Extensions 468
CHAPTER 14 Managing Brands Over Time 511
CHAPTER 15 Managing Brands Over Geographic Boundaries and Market
Segments 546

PART VI Closing Perspectives 579

CHAPTER 16 Closing Observations 579

7
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A01_THOM6233_05_SE_WALK.indd 9 1/13/17 6:50 PM

 CONTENTS

Preface 21
About the Authors 29

PART I Opening Perspectives 31

CHAPTER 1 Brands and Brand Management 31
Preview 32
What Is a Brand? 32
Brand Elements 32
Brands versus Products 33
BRANDING BRIEF 1-1: Coca-Cola’s Branding Lesson 35
Why Do Brands Matter? 36
Consumers 36
Firms 37
Can Anything Be Branded? 38
BRANDING BRIEF 1-2: Branding Commodities 39
Physical Goods 40
THE SCIENCE OF BRANDING 1-1: History of Branding 40
THE SCIENCE OF BRANDING 1-2: Understanding Business-to-Business Branding 41
Services 42
BRANDING BRIEF 1-3: Adobe 43
Retailers and Distributors 44
Digital Brands 44
People and Organizations 46
Sports, Arts, and Entertainment 47
BRANDING BRIEF 1-4: Place Branding 49
Geographic Locations 49
Ideas and Causes 49
What Are the Strongest Brands? 49
THE SCIENCE OF BRANDING 1-3: On Brand Relevance and Brand Differentiation 51
Branding Challenges and Opportunities 52
Unparalleled Access to Information and New Technologies 52
Downward Pressure on Prices 52
Ubiquitous Connectivity and the Consumer Backlash 53
Sharing Information and Goods 53
Unexpected Sources of Competition 54
Disintermediation and Reintermediation 54
Alternative Sources of Information about Product Quality 55
Winner-Takes-All Markets 55
Media Transformation 56
The Importance of Customer-Centricity 57
The Brand Equity Concept 58
Strategic Brand Management Process 59
Identifying and Developing Brand Plans 59
Designing and Implementing Brand Marketing Programs 59
9
10 CONTENTS

Measuring and Interpreting Brand Performance 60

Growing and Sustaining Brand Equity 61
Review 61
Discussion Questions 62
BRAND FOCUS 1.0: Unlocking the Secrets of Digital Native Brands 62
Notes 64

PART II Developing a Brand Strategy 67

CHAPTER 2 Customer-Based Brand Equity and Brand Positioning 67
Preview 68
Customer-Based Brand Equity 68
Defining Customer-Based Brand Equity 68
Brand Equity as a Bridge 69
Making a Brand Strong: Brand Knowledge 71
Sources of Brand Equity 72
Brand Awareness 72
Brand Image 76
Identifying and Establishing Brand Positioning 77
Basic Concepts 77
Target Market 78
Nature of Competition 81
Points-of-Parity and Points-of-Difference 82
BRANDING BRIEF 2-1: Subaru Finds Its Groove 82
Positioning Guidelines 84
Defining and Communicating the Competitive Frame of Reference 84
Choosing Points-of-Difference 85
Establishing Points-of-Parity and Points-of-Difference 86
BRANDING BRIEF 2-2: Positioning Politicians 87
Straddle Positions 88
Updating Positioning over Time 88
THE SCIENCE OF BRANDING 2-1: Brand Values Pyramid 91
Developing a Good Positioning 93
Defining a Brand Mantra 93
Brand Mantras 93
BRANDING BRIEF 2-3: Nike Brand Mantra 94
BRANDING BRIEF 2-4: Disney Brand Mantra 95
THE SCIENCE OF BRANDING 2-2: Branding Inside the Organization 97
Review 97
Discussion Questions 98
BRAND FOCUS 2.0: The Marketing Advantages of Strong Brands 98
Notes 100
CHAPTER 3 Brand Resonance and the Brand Value Chain 106
Preview 107
Building a Strong Brand: The Four Steps of Brand Building 107
Brand Salience 107
Brand Performance 112
Brand Imagery 113
 CONTENTS 11

THE SCIENCE OF BRANDING 3-1: How Customer Experiences Define a Brand 116
Brand Judgments 117
Brand Feelings 119
Brand Resonance 120
BRANDING BRIEF 3-1: Building Brand Communities 121
Brand-Building Implications 122
BRANDING BRIEF 3-2: How Digital Platform-Based Brands Create Customer Engagement 127
The Brand Value Chain 128
Value Stages 129
Implications 131
Review 132
Discussion Questions 134
BRAND FOCUS 3.0: Creating Customer Value 134
Notes 137

PART III Designing and Implementing Brand Marketing Programs 141

CHAPTER 4 Choosing Brand Elements to Build Brand Equity 141
Preview 142
Criteria for Choosing Brand Elements 142
Memorability 143
Meaningfulness 143
Likability 143
Transferability 143
Adaptability 144
THE SCIENCE OF BRANDING 4-1: Counterfeit Business Is Booming 145
Protectability 146
Options and Tactics for Brand Elements 147
Brand Names 147
URLs 153
Logos and Symbols 154
Characters 155
BRANDING BRIEF 4-1: SoftBank’s Otosan, the Talking Dog 156
Slogans 158
BRANDING BRIEF 4-2: Updating Betty Crocker 158
Jingles 161
Packaging 162
Putting It All Together 166
BRANDING BRIEF 4-3: Do-Overs with Brand Makeovers 166
Review 168
Discussion Questions 169
BRAND FOCUS 4.0: Legal Branding Considerations 169
Notes 172
CHAPTER 5 Designing Marketing Programs to Build Brand Equity 177
Preview 178
New Perspectives on Marketing 178
Integrating Marketing 180
12 CONTENTS

BRANDING BRIEF 5-1: Yeti Is the “Cooler” Brand 180

Personalizing Marketing 181
Reconciling the Different Marketing Approaches 186
Product Strategy 186
Perceived Quality 186
Managing Customers Post-Purchase 187
Pricing Strategy 189
THE SCIENCE OF BRANDING 5-1: Understanding Consumer Price Perceptions 190
Consumer Price Perceptions and Setting Prices 190
Summary 195
Channel Strategy 196
Channel Design 196
THE SCIENCE OF BRANDING 5-2: Research on Omnichannel 198
Indirect Channels 198
BRANDING BRIEF 5-2: Chew on This: How Milk-Bone Brushing Chews Connected with Customers 200
Direct Channels 202
Online Strategies 204
Summary 204
Review 205
Discussion Questions 205
BRAND FOCUS 5.0: Private-Label Strategies and Responses 206
Notes 209
CHAPTER 6 Integrating Marketing Communications to Build Brand Equity 214
Preview 215
The New Media Environment 216
Challenges in Designing Brand-Building Communications 216
Role of Multiple Communications 218
Three Major Marketing Communication Options 218
Advertising 218
THE SCIENCE OF BRANDING 6-1: The Importance of Database Marketing 225
Promotion 228
Online Marketing Communications 230
Events and Experiences 230
BRANDING BRIEF 6-1: Brand Building via the X Games 233
Brand Amplifiers 235
Public Relations and Publicity 235
Word-of-Mouth 236
Developing Integrated Marketing Communication Programs 236
Criteria for IMC Programs 237
THE SCIENCE OF BRANDING 6-2: Coordinating Media to Build Brand Equity 239
Using IMC Choice Criteria 241
Review 241
Discussion Questions 242
BRAND FOCUS 6.0: Empirical Generalizations in Advertising 243
Notes 245
 CONTENTS 13

CHAPTER 7 Branding in the Digital Era 249

Preview 250
Key Issues for Branding in the Digital Era 250
Changes in the Consumer Decision Journey 250
Growth of Online Retailing 252
BRANDING BRIEF 7-1: The Phenomenal Rise of Amazon 252
Advertising and Promotions Using Digital Channels 254
BRANDING BRIEF 7-2: Igniting a Digital Firestorm 254
One-to-Many to Many-to-Many Channels 255
Increase in Consumer Touchpoints 256
Increase in Data Availability 256
Digital Personalization 257
Loss of Control over Brand Message and Co-Creation of Brand Meaning 259
User Experience Is the Key to Digital Brand Success 261
THE SCIENCE OF BRANDING 7-1: Is Co-Creation of Brands and Products
Always Good? 261
Brands as Cultural Symbols 262
Brand Engagement 263
Brand Engagement Pyramid 264
Negative Brand Engagement 264
BRANDING BRIEF 7-3: Shaving the Price of Razors 265
THE SCIENCE OF BRANDING 7-2: Drivers of Brand Engagement 266
Digital Communications 266
Company Web Sites 268
E-mail Marketing 268
BRANDING BRIEF 7-4: Campaigning Using Clicks with Google AdWords 270
Overview of Social Media Paid Channels 272
Facebook 272
Twitter 274
Instagram 274
Pinterest 275
Video 275
Global Use of Social Media 277
BRANDING BRIEF 7-5: On Being Social in China 277
Mobile Marketing 278
BRANDING BRIEF 7-6: Turning Flight Delays into Marketing Opportunities 279
Influencer Marketing and Social Media Celebrities 280
Content Marketing 281
Guidelines for Good Content Marketing 281
Case Studies 282
Legal and Ethical Considerations 282
The Pros and Cons of Paid Channels and the Need for Integration 283
Brand Management Structure 284
Review 285
Discussion Questions 285
BRAND FOCUS 7.0: Understanding How Online Word-of-Mouth Influences Brands and
Brand Management 286
Notes 287
14 CONTENTS

CHAPTER 8 Leveraging Secondary Brand Associations to Build Brand Equity 291

Preview 292
Conceptualizing the Leveraging Process 293
Creation of New Brand Associations 293
Effects on Existing Brand Knowledge 293
Guidelines 295
Company 296
BRANDING BRIEF 8-1: IBM Promotes a Smarter Planet 296
Country of Origin and Other Geographic Areas 298
BRANDING BRIEF 8-2: Selling Brands the New Zealand Way 300
Channels of Distribution 302
THE SCIENCE OF BRANDING 8-1: Understanding Retailers’ Brand Images 302
Co-Branding 303
Guidelines 304
THE SCIENCE OF BRANDING 8-2: Understanding Brand Alliances 305
Ingredient Branding 307
BRANDING BRIEF 8-3: Ingredient Branding the DuPont Way 309
Licensing 310
Guidelines 312
Celebrity Endorsement 313
Potential Problems 314
BRANDING BRIEF 8-4: Rachael Ray’s Nutrish 315
Guidelines 317
BRANDING BRIEF 8-5: Managing a Person Brand 318
Social Influencers as the New Celebrities 319
Sporting, Cultural, or Other Events 319
Third-Party Sources 320
Review 321
Discussion Questions 321
BRAND FOCUS 8.0: Going for Corporate Gold at the Olympics 322
Notes 323

PART IV Measuring and Interpreting Brand Performance 327

CHAPTER 9 D
 eveloping a Brand Equity Measurement and Management
System 327
Preview 328
The New Accountability 328
Conducting Brand Audits 329
Brand Inventory 330
Brand Exploratory 332
Brand Positioning and the Supporting Marketing Program 336
THE SCIENCE OF BRANDING 9-1: The Role of Brand Personas 337
Designing Brand Tracking Studies 338
What to Track 338
BRANDING BRIEF 9-1: Sample Brand Tracking Survey 339
Big Data and Marketing Analytics Dashboards 341
Marketing Analytics Dashboards 342
 CONTENTS 15

BRANDING BRIEF 9-2: How Taco Bell Uses Data-Driven Social Media Marketing to Engage
Its Customers 342
Establishing a Brand Equity Management System 344
BRANDING BRIEF 9-3: Understanding and Managing the Mayo Clinic Brand 344
Brand Charter or Bible 346
Brand Equity Report 347
Brand Equity Responsibilities 348
THE SCIENCE OF BRANDING 9-2: Maximizing Internal Branding 348
Review 351
Discussion Questions 351
BRAND FOCUS 9.0: Sample Rolex Brand Audit 352
Notes 359
CHAPTER 10  easuring Sources of Brand Equity: Capturing Customer
M
Mind-Set 361
Preview 362
Qualitative Research Techniques 362
BRANDING BRIEF 10-1: Digging Beneath the Surface to Understand
Consumer Behavior 363
Free Association 364
THE SCIENCE OF BRANDING 10-1: Using Text Mining to Uncover Brand
Associations and Positioning 366
Projective Techniques 366
BRANDING BRIEF 10-2: Once Upon a Time . . . You Were What You Cooked 367
Zaltman Metaphor Elicitation Technique 368
Neural Research Methods 369
Brand Personality and Values 371
Ethnographic and Experiential Methods 372
BRANDING BRIEF 10-3: Making the Most of Consumer Insights 372
BRANDING BRIEF 10-4: Netnography as a Digital Research Technique 373
BRANDING BRIEF 10-5: How P&G Innovates Using Qualitative
Research Data 375
Quantitative Research Techniques 375
Brand Awareness 376
Brand Image 378
Social Media Listening and Monitoring 380
BRANDING BRIEF 10-6: Gatorade’s Social Media Command Center 381
Brand Responses 382
BRANDING BRIEF 10-7: Understanding Attribution Modeling 383
Brand Relationships 384
THE SCIENCE OF BRANDING 10-2: Understanding Brand Engagement 387
Comprehensive Models of Consumer-Based Brand Equity 389
Review 389
Discussion QuestIons 390
BRAND FOCUS 10.0: Young & Rubicam’s Brand Asset Valuator 391
Notes 397
16 CONTENTS

CHAPTER 11 M
 easuring Outcomes of Brand Equity: Capturing Market
Performance 400
Preview 401
Comparative Methods 402
Brand-Based Comparative Approaches 402
Marketing-Based Comparative Approaches 403
Conjoint Analysis 405
Holistic Methods 406
Residual Approaches 407
Valuation Approaches 408
Brand Valuation: A Review of Major Approaches 412
Interbrand 412
BrandZ 413
Brand Finance 414
Comparing the Major Brand Valuation Approaches 414
THE SCIENCE OF BRANDING 11-1: Understanding Brand Valuation 416
Review 417
Discussion Questions 418
BRAND FOCUS 11.0: Financial Perspectives on Brands and the Brand Value Chain 419
Notes 421

PART V Growing and Sustaining Brand Equity 425

CHAPTER 12 Designing and Implementing Brand Architecture Strategies 425
Preview 426
Developing a Brand Architecture Strategy 426
THE SCIENCE OF BRANDING 12-1: The Brand–Product Matrix 427
Step 1: Defining Brand Potential 428
BRANDING BRIEF 12-1: Google: Expanding Beyond Search 429
Step 2: Identifying Brand Extension Opportunities 431
Step 3: Specifying Brand Elements for Branding New Products and Services 432
Summary 432
Brand Portfolios 432
BRANDING BRIEF 12-2: Expanding the Marriott Brand 433
Brand Hierarchies 436
Levels of a Brand Hierarchy 437
Designing a Brand Hierarchy 439
BRANDING BRIEF 12-3: Netflix: Evolving a Brand Architecture to Grow the Brand 439
Corporate Branding 446
BRANDING BRIEF 12-4: Corporate Reputations: The Most Admired U.S. Companies 447
THE SCIENCE OF BRANDING 12-2: Brand Architecture Strategies: House of Brands or Branded House? 447
Corporate Image Dimensions 448
BRANDING BRIEF 12-5: Corporate Innovation at 3M 449
Managing the Corporate Brand 452
THE SCIENCE OF BRANDING 12-3: When Brands Trade Hands 455
Brand Architecture Guidelines 457
Review 458
Discussion Questions 459
 CONTENTS 17

BRAND FOCUS 12.0: Corporate Social Responsibility And Brand Strategy 460
Notes 464

CHAPTER 13 Introducing and Naming New Products and Brand

Extensions 468
Preview 469
New Products and Brand Extensions 469
BRANDING BRIEF 13-1: Growing the McDonald’s Brand 470
Advantages of Extensions 472
Facilitate New-Product Acceptance 472
Provide Feedback Benefits to the Parent Brand 475
Disadvantages of Brand Extensions 477
Can Confuse or Frustrate Consumers 477
Can Encounter Retailer Resistance 477
Can Fail and Hurt Parent Brand Image 478
Can Succeed but Cannibalize Sales of Parent Brand 478
Can Succeed, but Diminish Identification with Any One Category 478
BRANDING BRIEF 13-2: Are There Any Boundaries to the Virgin Brand Name? 479
Can Succeed, but Hurt the Image of the Parent Brand 480
Can Dilute Brand Meaning 480
Can Cause the Company to Forego the Chance to Develop a New Brand 481
Understanding How Consumers Evaluate Brand Extensions 481
Managerial Assumptions 482
Brand Extensions and Brand Equity 482
Vertical Brand Extensions 484
THE SCIENCE OF BRANDING 13-1: Scoring Brand Extensions 484
BRANDING BRIEF 13-3: Mambo Extends Its Brand 487
Evaluating Brand Extension Opportunities 488
Define Actual and Desired Consumer Knowledge about the Brand 489
Identify Possible Extension Candidates 489
Evaluate the Potential of the Extension Candidate 489
Design Marketing Programs to Launch Extension 491
Evaluate Extension Success and Effects on Parent Brand Equity 492
Extension Guidelines Based on Academic Research 492
Review 500
Discussion Questions 500
BRAND FOCUS 13.0: Apple: Creating a Tech Megabrand 501
Notes 505

CHAPTER 14 Managing Brands Over Time 511

Preview 512
Reinforcing Brands 512
Maintaining Brand Consistency 515
BRANDING BRIEF 14-1: Patagonia 516
BRANDING BRIEF 14-2: Pabst 518
Protecting Sources of Brand Equity 519
BRANDING BRIEF 14-3: Volkswagen 520
THE SCIENCE OF BRANDING 14-1: Understanding Brand Crises 521
Fortifying versus Leveraging 523
Fine-Tuning the Supporting Marketing Program 523
18 CONTENTS

Revitalizing Brands 525

BRANDING BRIEF 14-4: Harley-Davidson Motor Company 526
BRANDING BRIEF 14-5: A New Morning for Mountain Dew 528
BRANDING BRIEF 14-6: Remaking Burberry’s Image 529
Expanding Brand Awareness 531
Improving Brand Image 534
Adjustments to the Brand Portfolio 537
Migration Strategies 537
Acquiring New Customers 537
Retiring Brands 537
Obsoleting Existing Products 538
Review 539
Discussion Questions 540
BRAND FOCUS 14.0: Responding to a Brand Crisis 541
Notes 543
CHAPTER 15 M
 anaging Brands Over Geographic Boundaries and Market
Segments 546
Preview 547
Regional Market Segments 547
Other Demographic and Cultural Segments 548
Marketing Based on Age 548
Marketing Based on Ethnicity 549
Global Branding 551
BRANDING BRIEF 15-1: Marketing to Ethnic Groups 552
Why Should a Brand Focus on Global Markets? 554
Advantages of Global Marketing 554
Disadvantages of Global Marketing 555
THE SCIENCE OF BRANDING 15-1: Key Insights Regarding Global Brand Strategies Based on
Research Findings 557
Strategies for Creating & Managing Global Brands 559
Creating Global Brand Equity 559
Global Brand Positioning 559
BRANDING BRIEF 15-2: Coca-Cola’s Global Brand Strategy with Local Elements 561
Customizing Marketing Mix Elements in Local Markets for Global Brands 562
Product Strategy 562
Communication Strategy 563
Distribution Strategy 563
Pricing Strategy 563
Marketing to Consumers in Developing and Developed Markets 564
Ten Commandments to Building Global Customer-Based Brand Equity 564
BRANDING BRIEF 15-3: Marketing to Bicultural Consumers Using Bilingual Advertising 566
BRANDING BRIEF 15-4: Managing Global Nestlé Brands 568
Review 572
Discussion Questions 572
BRAND FOCUS 15.0: China’s Global Brand Ambitions 573
Notes 574
 CONTENTS 19

PART VI Closing Perspectives 579

CHAPTER 16 Closing Observations 579
Preview 580
Strategic Brand Management Guidelines 580
Summary of Customer-Based Brand Equity Framework 580
Tactical Guidelines 582
What Makes a Strong Brand? 586
BRANDING BRIEF 16-1: The Brand Report Card 586
BRANDING BRIEF 16-2: Reinvigorating Branding at Procter & Gamble 588
Future Brand Priorities 590
Fully and Accurately Factor the Consumer into the Branding Equation 590
Go Beyond Product Performance and Rational Benefits 592
Make the Whole of the Marketing Program Greater Than the Sum of the Parts 593
Understand Where You Can Take a Brand (and How) 594
Do the “Right Thing” with Brands 596
Take a Big Picture View of Branding Effects. Know What Is Working (and Why) 596
Finding the Branding Sweet Spot 597
New Capabilities for Brand Marketers 598
Review 600
Discussion Questions 600
BRAND FOCUS 16.0: Special Applications 600
Notes 606

Index 609
 This page intentionally left blank

A01_THOM6233_05_SE_WALK.indd 9 1/13/17 6:50 PM

 PREFACE

WHAT IS THE BOOK ABOUT?

This book deals with brands—why they are important, what they represent to consumers, and
what firms should do to manage them properly. As many business executives now recognize,
perhaps one of the most valuable assets a firm has are the brands it has invested in and developed
over time. Although brands may represent invaluable intangible assets, creating and nurturing a
strong brand poses considerable challenges.
The chief purpose of this book is to provide a comprehensive and up-to-date treatment of the
subjects of brands, brand equity, and strategic brand management—the design and implementa-
tion of marketing programs and activities to build, measure, and manage brand equity. One of
the book’s important goals is to provide managers with concepts and techniques to improve the
long-term profitability of their brand strategies. We incorporate current thinking and develop-
ments on these topics from both academics and industry participants, and combine a comprehen-
sive theoretical foundation with enough practical insights to assist managers in their day-to-day
and long-term brand decisions. And we draw on illustrative examples and case studies of brands
marketed in the United States and all over the world.
We address three important questions:
1. How can we create brand equity?
2. How can we measure brand equity?
3. How can we sustain brand equity to expand business opportunities?

What’s Different about This Book?

Although a number of excellent books have been written about brands, no book has really maxi-
mized breadth, depth and relevance to the greatest possible extent. We developed a framework
that provides a definition of brand equity, identified sources and outcomes of brand equity, and
provided tactical guidelines about how to build, measure, and manage brand equity. The frame-
work approaches branding from the perspective of the consumer; it is called customer-based
brand equity.

Who Should Read the Book?

A wide range of people can benefit from reading this book:
• Students interested in increasing both their understanding of basic branding principles and
their exposure to classic and contemporary branding applications and case studies
• Managers and analysts concerned with the effects of their day-to-day marketing decisions
on brand performance
• Senior executives concerned with the longer-term prosperity of their brand franchises and
product or service portfolios
• All marketers interested in new ideas with implications for marketing strategies and tactics
The perspective we adopt is relevant to any type of organization (public or private, large or
small), and the examples cover a wide range of industries and geographies.

NEW TO THIS EDITION

As we all know, the world of marketing is undergoing a radical transformation. The growth of
digital and mobile technologies has given consumers the ability to connect with each other at
warped speed and on a scale that has never been witnessed before. The access to information in
today’s world is unparalleled, and brand marketers are using a plethora of new digital channels
to connect with consumers, creating exciting new opportunities along with daunting new chal-
lenges for brands.
21
22 PREFACE

NEW: A Greater Focus on Digital Branding

Against this backdrop, the new edition has taken a fresh look at branding paradigms and practices
through a digital lens, while retaining aspects of traditional brand management that continue to
be important and relevant. We have achieved this both by updating existing material and add-
ing new examples with a view toward incorporating the latest developments. More important, a
whole new Chapter 7 titled “Branding in the Digital Era” has been written. This chapter pro-
vides an overview of the key changes that have transformed the world of branding, has integrated
a variety of new case studies to highlight these changes, and has proposed a novel way of assess-
ing impact of brands on consumers using the metric of brand engagement. This chapter also pro-
vides a comprehensive overview of the major digital channels, and discusses their pros and cons.

NEW Examples and Boxes in Chapters 1–16

We also highlight the many changes to the brand management function and have ­incorporated
­updated content throughout all the chapters, adding new material on important examples or t­ opics
about brands as listed in the following section:

NEW EXAMPLES AND BOXES IN FIFTH EDITION

Chapter Brand and/or Topic
1: Brands and Brand Management New Examples: Adobe, Airbnb, Nigella Lawson, LaCroix
New Brand Focus: Unlocking the Secrets of Digital Native
Brands
2: Customer-Based Brand Equity and Brand New Examples: Annie’s Homegrown, Netflix
Positioning
3: Brand Resonance and Brand Value Chain New Branding Brief: How Digital-Platform-Based Brands
Create Customer Engagement
4: Choosing Brand Elements to Build Brand New Examples: Scoot, Method
Equity
New Branding Briefs: Do-Overs with Brand Makeovers; The
Battle over Trademarks, SoftBank’s Otosan, the Talking Dog
5: Designing Marketing Programs to Build Brand New Example: Yeti Is the Cooler Brand
Equity
New Branding Brief: Chew on This: Milk Bone Brushing
Chews Connected with Customers
New Science of Branding: Research on Omnichannel
6: Integrating Marketing Communications to New Examples: Tourism Australia, Subaru
Build Brand Equity
7: Branding in the Digital Era (NEW!) New Examples: Pepsi’s Ad Misfire, Tough Mudder, John
Deere – Furrow Magazine
New Branding Briefs: Campaigning Using Clicks with
Google AdWords; Igniting a Digital Firestorm, On Being Social
in China; Shaving the Price of Razors; The Phenomenal Rise of
Amazon; Turning Flight Delays into Marketing Opportunities
New Science of Branding: Is Co-Creation of Products and
Brands Always Good; Drivers of Brand Engagement
New Brand Focus: Understanding How Online Word-of-
Mouth Influences Brands and Brand Management
8: Leveraging Secondary Brand Associations to New Example: Grey Goose
Build Brand Equity
New Branding Brief: Rachael Ray’s Nutrish
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Αἴαντα κατ᾽ ἀσπίδα πουλυβόειαν ” > 4 ς BA / > / / οὔτασεν, ἀλλά οἱ
οὔτι διήλασεν ἐς χρόα καλόν: — 240 ῥινοὶ γάρ μιν ἔρυντο βοῶν καὶ
ὑπ᾽ ἀσπίδι θώρηξ, ὅς ῥά οἱ ἀκαμάτοισι περὶ μεέλέεσσιν ἀρήρει.
Γλαῦκος δ᾽ οὐκ ἀπέληγεν ἀταρτηροῖο κυδοιμοῦ Αἰακίδην Αἴαντα
δαμασσέμεναι peveaivor, / 4. ὦ ψι Dr , Υ̓ ‘ n . καί οἱ ἐπευχόμενος
μέγ᾽ ἀπείλεεν ἄφρονι θυμῷ: 245 “Αἶαν, ἐπεί νύ σέ φασι μέγ᾽ ἔξοχον
ἔμμεναι ἄλλων Lin ᾿Αργείων, σοὶ δ᾽ αἰὲν ἐπιφρονέουσι μάλιστα ; , 3
an 3 n , ἄσπετον, ὡς ᾿Αχιλῆι δαΐφρονι, TO σε θανόντι , an 5 οἴω
συνθανέεσθαι ἐπ᾽ ἤματι τῷδε Kal αὐτόν." ἃ A 2» Ὁ / ee » δέ ” Ὡς
par’ ἀκράαντον iels ἔπος" οὐδέ τι ἤδη, ὅσσον ἀμείνονος ἀνδρὸς
ἐναντίον ἔγχος ἐνώμα: τὸν δ᾽ ὑποδερκόμενος προσέφη μενεδήιος
Αἴας" : / Ὧν, “a δείχ᾽, οὔ νύ τι οἶδας, ὅσον σέο φέρτερος Ἕκτωρ
ἔπλετ᾽ ἐνὶ πτολέμοισι; μένος δ᾽ ἀλέεινε καὶ ἔγχος ἊΝ a ." / ἡμέτερον:
πινυτὸν γὰρ ὁμῶς ἔχε κάρτεϊ θυμόν. σοὶ δ᾽ ἤτοι νόος ἐστὶ ποτὶ
ζόφον, ὅς ῥά μοι ἔτλης ἐς μόθον ἐλθέμεναι μέγ᾽ ἀμείνονί περ
γεγαῶτι" 132
 [ THE FALL OF TROY, BOOK ΠῚ So naught of all their
onsets Aias recked ; _ But first he stabbed Agelaus in the breast, τ
And slew that son of Maion: Thestor next : Ocythoiis he smote,
Agestratus, Aganippus, Zorus, Nessus, Erymas The war-renowned,
who came from Lycia-land With mighty-hearted Glaucus, from his
home _ In Melanippion on the mountain-ridge, -Athena’s fane, which
Massikyton fronts Anigh Chelidonia’s headland, dreaded sore Of
scared seafarers, when its lowering crags Must needs be doubled.
For his death the blood Of famed Hippolochus’ son was horror-
chilled ; For this was his dear friend. With one swift thrust _ He
pierced the sevenfold hides of Aias’ shield, Yet touched his flesh not
; stayed the spear-head was By those thick hides and by the corset-
plate Which lapped his battle-tireless limbs. But still From that stern
conflict Glaucus drew not back, _ Burning to vanquish Aias, Aeacus’
son, And in his folly vaunting threatened him : _ Aias, men name
thee mightiest man of all _ The Argives, hold thee in passing-high
esteem Even as Achilles: therefore thou, I wot, _ By that dead
warrior dead this day shalt lie !” So hurled he forth a vain word,
knowing not ~ How far in might above him was the man Whom his
spear threatened. Battle-bider Aias _ Darkly and scornfully glaring on
him, said : © Thou craven wretch, and knowest thou not this, _ How
much was Hector mightier than thou In war-craft?—yet before my
might, my spear, He shrank. | Ay, with his valour was there blent..
Discretion. _Thou—thy thoughts are deathward set, Who dar’st defy
me to the battle, me, A mightier far than thou! Thou canst not say
133
 QUINTUS SMYRNAEUS : ov yap μευ ξεῖνος πατρώιος εὔχεαι
εἶναι, οὐδέ με δωτίνῃσι παραιφάμενος πολέμοιο -_ νόσφιν
ἀποστρέψεις ὡς Τυδέος ὄβριμον via: 6 DE Oe ἀλλὰ καὶ εἰ κείνοιο
φύγες μένος, οὔ σ᾽ ἔτ᾽ ἔγωγε ξωὸν ἀ ἀπὸ πτολέμοιο μεθήσομαι
ἀπονέεσθαι. : τ ἧ ἄλλοισι πέποιθας a ἀνὰ κλόνον, οἱ μετὰ σεῖο μυίῃς
οὐτιδανῇσιν ἐ ἐοικότες ἀΐσσουσιν | ἀμφὶ νέκυν ᾿Αχιλῆος ἀ ἀμύμονος;
ἄλλ᾽ ἄρα καὶ τοῖς 265 δώσω ἐ ἐπεσσύμενος θάνατον καὶ κῆρας
ἐρεμνάς." “Os εἰπὼν Τρώεσσιν ἐνεστρωφᾶτο, λέων ὡς ἐν κυσὶν
ἀγρευτῇσι κατ᾽ ἄγκεα μακρὰ καὶ ὕλην. γ πολλοὺς δ᾽ airy ἐδάμασσε
μεμαότας εὖχος ἀρέσθαι Τρῶας ὁ ομῶς Δυκίοισι" περιτρομέοντρ δὲ
λαοί, 70 ἰχθύες ὡς ἀνὰ πόντον ἐπερχομένου ἀχεγεινῦ κήτεος ἢ
δελφῖνος ἁλιτρεφέος μεγάλοιο" i ὡς Τρῶες φοβέοντο βίην
Τελαμωνιάδαο αἰὲν ἐπεσσυμένοιο κατὰ κλόνον" ἀλλ᾽ ἄρα καὶ ὡς,
μάρναντ᾽, ἀμφὶ δὲ νεκρὸν ᾿Αχιλλέος ἄλλοθεν ἄλλοι 21 μυρίοι ἐν
κονίῃσιν, ὅ ὅπως σύες ἀμφὶ λέοντα, ὰ κτείνοντ᾽" οὐλομένη δὲ περὶ
σφίσι δῆρις ὀρώρει. ἔνθα καὶ ‘J ππολόχοιο δαΐφρονα δάμνατο παῖδα
Αἴας ὀβριμόθυμος" ὁ δ᾽ ὕπτιος ἀμφ᾽ ᾿Αχιλῆα κάππεσεν, εὖτ᾽ ἐν
ὄρεσσι περὶ στερεὴν δρύα θάμνος" Ἡ ὡς ὅ γε δουρὶ δαμεὶς
περικάππεσε Πηλείωνι βλήμενος. ἀμφὶ δέ οἱ κρατερὸς πάϊς ᾿Αγχίσαο
πολλὰ πονησάμενος σὺν ἀρηιφίλοις ἑ ἑτάροισιν εἴρυσεν ἐς Τρῶας,
καὶ ἐς Ἰλίου ἱ ἱερὸν ἄστυ δῶκε φέρειν ἑ ἑτάροισι μέγ᾽ ἀχνυμένοις
περὶ θυμῷ. αὐτὸς δ᾽ ἀμφ᾽ ᾿Αχιλῆι μαχέσκετο"' τὸν δ᾽ ἄρα δουρὶ
μυῶνος καθύπερθεν ἀ ἀρήιος οὔτασεν Αἴας. χειρὸς δεξιτερῆς" ὁ δ᾽
ap. ἐσσυμένως ἀπόρουσεν ἐξ ὀλοοῦ πολέμοιο, κίεν δ᾽ ἄφαρ ἄστεος
εἴσω" 134
 ny iP al .λὲ — THE FALL OF TROY, BOOK III _ That
friendship of our fathers thee shall screen ; Nor me thy gifts shall
wile to let thee pass Scatheless from war, as once did Tydeus’ son.
Though thou didst ’scape his fury, will not I Suffer thee to return
alive from war. _ Ha, in thy many helpers dost thou trust - Who with
thee, like so many worthless flies, Flit round the noble Achilles’
corpse? ΤῸ these Death and black doom shall my swift onset deal.”
Then on the Trojans this way and that he turned, As mid long forest-
glens a lion turns On hounds, and ‘Trojans many and Lycians slew _
That came for honour hungry, till he stood Mid a wide ring of
flinchers ; like a shoal Of darting fish when sails into their midst
Dolphin or shark, a huge sea-fosterling ; So shrank they from the
might of Telamon’s son, As aye he charged amidst the rout. But still
Swarmed fighters up, till round Achilles’ corse To right, to left, lay in
the dust the slain Countless, as boars around a lion at bay ; And
evermore the strife waxed deadlier. Then too Hippolochus’ war-wise
son was slain _By Aias of the heart of fire. He fell Backward upon
Achilles, even as falls A sapling on a sturdy mountain-oak ; So
quelled by the spear on Peleus’ son he fell. But for his rescue
Anchises’ stalwart son Strove hard, with all his comrades battle-fain,
And haled the corse forth, and to sorrowing friends Gave it, to bear
to Ilium’s hallowed burg. Himself to spoil Achilles still fought on, Till
warrior Aias pierced him with the spear Through the right forearm.
Swiftly leapt he back From murderous war, and hasted thence to
Troy. 135
 QUINTUS SMYRNAEUS ‘ ἀμφὶ δέ οἱ πονέοντο περίφρονες
ἰητῆρες, 290. οἵ ῥά οἱ αἷμα κάθηραν ad’ ἕλκεος, ἄχλα τε πάντα |
τεῦχον, ὅσ᾽ οὐταμένων ὀλοὰς ἀκέονται ἀνίας. Αἴας δ᾽ αἰὲν ἐμάρνατ᾽
ἀλέίγκιος ἀστεροπῆι , » " SIVA: ᾿ , A δ κτείνων ἄλλοθεν ἄλλον, ἐπεὶ
μέγα τείρετο θυμῷ ᾽ ΄ f yj ᾽ A ΄ ΑΔ ἀχνύμενος κέαρ ἔνδον ἀνεψιοῖο
δαμέντος. 295 4 \ / oh eX 3 / ἄγχι δὲ Aaéptao δαΐφρονος υἱὸς
ἀμύμων 3 / / / / 7 , μάρνατο δυσμενέεσσι: φέβοντο δέ μιν μέγα
λαοί. n \ / \ p hg ek hee Ω ; κτεῖνε δὲ Πεισάνδροιο θοὸν καὶ ἀρήϊον
via Μαίναλον, ὃς ναίεσκε περικλυτὸν οὖδας ᾿Αβύδου: τῷ δ᾽ ἔπι δῖον
ἔπεφνεν ᾿Ατύμνιον, ὅν ποτε Νύμφη 300 IInyacls ἠὔκομος σθεναρῷ
τέκεν ᾿Ημαθίωνι 4 “ ΔΩ͂ rr 3 > #9 Me ole, ; Γρηνίκου ποταμοῖο παρὰ
ῥόον ἀμφὶ δ᾽ ἄρ᾽ αὐτῷ Πρωτέος υἷα δάϊξεν ᾽Ορέσβιον, ὅς Te
μακεδνῆς Ἴδης ναϊετάασκεν ὑπὸ πτύχας, οὐδέ ἑ μήτηρ δέξατο
νοστήσαντα περικλειτὴ Πανάκεια, 806. ἀλλ᾽ ἐδάμη παλάμῃσιν
᾿Οδυσσέος, ὅς τε καὶ ἄλλων ; πολλῶν θυμὸν ἔλυσεν ὑπ᾽ ἔγχεϊ
μαιμώωντι ἃ κτείνων ὅν κε κίχησι περὶ νέκυν. ἀλχά μν Ἄλκων υἱὸς
ἀρηϊθόοιο Μεγακλέος ἔ ἔγχεϊ τύψε 3 πὰρ γόνυ δεξιτερόν' περὶ δὲ
κνημῖδα φαεινὴν 810 ἔβλυσεν αἷμα κεέλαινόν' ὁ δ᾽ ἕλκεος οὐκ
ἀλέγιξεν, ἀλλ᾽ ἄφαρ οὐτήσαντι κακὸν γένεθ᾽, οὕνεκ᾽ ἄρ᾽ αὐτὸν
ἱέμενον πολέμοιο δι᾿ ἀσπίδος οὔτασε δουρί: ὦσε δέ μιν μεγάλῃ τε
Buy καὶ κάρτεϊ χειρὸς ὕπτιον ἐς γαῖαν" κανάχησε δέ οἱ πέρι τεύχη 31
βλημένου ἐν κονίῃσι, περὶ μέλέεσσι δὲ ᾿θώρηξ δεύετο φοινήεντι
λύθρῳ" ὁ δὲ λοίγιον ἔγχος ἐκ χροὸς ἐξείρυσσε καὶ ἀσπίδος, ἕσπετο δ᾽
αἰχμῇ θυμὸς a ἀπὸ μελέων, ἔλιπεν δέ μεν ἄμβροτος αἰών. 36
 THE FALL OF TROY, BOOK III There for his healing cunning
leeches wrought, Who stanched the blood-rush, and laid on the gash
Balms, such as salve war-stricken warriors’ pangs. — But Aias still
fought on: here, there he slew With thrusts like lightning-flashes. His
great heart Ached sorely for his mighty cousin slain. | __ And now
the warrior-king Laertes’ son τ Fought at his side: before him
blenched the foe, As he smote down Peisander’s fleetfoot son, The
warrior Maenalus, who left his home In far-renowned Abydos : down
on him He hurled Atymnius, the goodly son Whom Pegasis the
bright-haired Nymph had borne ~To strong Emathion by Granicus’
stream. τ᾿ Dead by his side he laid Orestius’ son, Proteus, who dwelt
‘neath lofty Ida’s folds. Ah, never did his mother welcome home That
son from war, Panaceia beauty-famed ! He fell by Odysseus’ hands,
who spilt the lives Of many more whom his death-hungering spear
Reached in that fight around the mighty dead. _ Yet Alcon, son of
Megacles battle-swift, _ Hard by Odysseus’ right knee drave the
spear _ Home, and about the glittering greave the blood _Dark-
crimsom welled. He recked not of the wound, But was unto his
smiter sudden death ; For clear through his shield he stabbed him
with his spear _ Amidst his battle-fury : to the earth Backward he
dashed him by his giant might And strength of hand: clashed round
him in thedust His armour, and his corslet was distained ᾿ With
crimson life-blood. Forth from flesh and shield The hero plucked the
spear of death: the soul _ Followed the lance-head from the body
forth, __ And life forsook its mortal mansion. ‘Then 137
 QUINTUS SMYRNAEUS τοῦ δ᾽ ἑτάροις ἐπόρουσε καὶ
οὐτάμενός περ Odug= σεύς, 1820 οὐδ᾽ ἀπέληγε μόθοιο δυσηχέος.
ὡς δὲ καὶ ἄνλοι" πάντες ὁμῶς ἐπιμὶξ Δαναοὶ μέγαν ἀμφ᾽ ᾿Αχιλῆα
προφρονέως ἐμάχοντο, πολὺν δ᾽ ὑπὸ χείρεσι λαὸν ἐσσυμένως
ἐδάϊζον ἐὐξέστῃς μελίῃσιν. εὖτ᾽ ἄνεμοι θοὰ φύλλα. κατὰ χθονὸς
ἀμφιχέωνται 325 λάβρον ἐπιβρίσαντες av ἄχσεα ὑλήεντα ἀρχομένου
λυκάβαντος, ὅτε φθινύθουσιν ὀπῶραι: ὡς τοὺς ἐγχείῃσι βάλον
Δαναοὶ μενεχάρμαι" μέμβλετο γὰρ πάντεσσιν ᾿Αχιλλέος ἀμφὶ
θανόντος, ἐκπάγλως δ᾽ Αἴαντι δαΐφρονι" τοὔνεκ᾽ ἄρ᾽ ἔμπης 330°
Τρῶας ἄδην ἐδάϊξε κακῇ ἐναλίγκιος Aion. ) ow Seer ns τῷ δ᾽ ἔπι TOE
ἐτίταινε Πάρις: τὸν δ᾽ αἶψα vOnTaS κάββαλε χερμαδίῳ κατὰ
κράατος" ἐν δ᾽ ἀμ } ἔθλασσεν ἔ ἀμφίφαλον κυνέην ὀλοὸς λίθος"
ἀμφὶ δέ μεν νὺξ 3 μάρψεν. ὁ δ᾽ ἐν κονίῃσι κατήριπεν, οὐδέ of tol
385. ἤρκεσαν ἱεμένῳ᾽ ἐκέχυντο δ᾽ ap ἄλλυδις ἄλλοι ἢ ἐν κονίῃ,
κενεὴ δὲ παρεκτετάνυστο φαρέτρη" ᾿ Ὁ τόξον δ᾽ ἔκφυγε χεῖρε. φίλοι
δέ μιν ἁρπάξαντες ἵπποις ᾿Εκτορέοισι φέρον ποτὶ Τρώιον ἄ ἄστυ.
βαιὸν ἔ ἔτ᾽ ἀμπνείοντα καὶ ἀργαλέον στενάχοντα". οὐδὲ μὲν ἔντε᾽
ἄνακτος ἑκὰς λίπον, ἀλλὰ καὶ αὐτὰ ἐκ πεδίοιο κόμισσαν ἑῷ βασιλῆι
φέροντες. τῷ δ᾽ Αἴας ἐπὶ μακρὸν ἀὕτεεν ἀσχαλόων Kip’ ἕ ὦ κύον, ὡς
θανάτοιο βαρὺ σθένος ἐξυπάλυξας σήμερον" ἀλλὰ σοὶ εἶθαρ
ἐλεύσεται ὕ ὕστατον ἣμαρ un τινος ᾿Αργείων ὑ ὑπὸ χείρεσιν ἢ ἐμεῦ
αὐτοῦ. νῦν δ᾽ ἐμοὶ ἄλλα μέμηλε περὶ φρεσίν, ὡς ᾿Αχιλῆος ἐκ φόνου
ἀργαλέοιο νέκυν Δαναοῖσι σαώσω. “Ὡς εἰπὼν δηΐοισι κακὰς ἐπὶ κῆρας
ἴαλλεν, οἵ ῥ᾽ ἔτι δηριόωντο νέκυν πέρι Πηλείωνος. 138
 0 THE FALL OF TROY, BOOK III Rushed on his comrades, in
his wound’s despite, Odysseus, nor from that stern battle-toil
Refrained him. And by this a mingled host Of Danaans eager-hearted
fought around The mighty dead; and many and many a foe Slew
they with those smooth-shafted ashen spears. Even as the winds
strew down upon the ground | The flying leaves, when through the
forest-glades Sweep the wild gusts, as waneth autumn-tide, And the
old year is dying; so the spears Of dauntless Danaans strewed the
earth with slain, For loyal to dead Achilles were they all, And loyal to
hero Aias to the death. For like black Doom he blasted the ranks of
Troy. ~ Then against Aias Paris strained his bow ; But he was ware
thereof, and sped a stone Swift to the archer’s head : that bolt of
death Crashed through his crested helm, and darkness closed Round
him. In dust down fell he : naught availed His shafts their eager
lord, this way and that Scattered in dust : empty his quiver lay, Flew
from his hand the bow. In haste his friends Upeaught him from the
earth, and Hector’s steeds Hurried him thence to Troy, scarce
drawing breath, And moaning in his pain. Nor left his men ___ The
weapons of their lord, but gathered up ' All from the plain, and bare
them to the prince ; While Aias after him sent a wrathful shout : *
Dog, thou hast ’scaped the heavy hand of death To-day! But swiftly
thy last hour shall come. . By some strong Argive’s hands, or by
mine. own, But now have I a nobler task in hand, From murder’s
grip to rescue Achilles’ corse.” Then. turned he on the foe, hurling
swift doom On such as fought around Peleides yet. 139
 ’ [ QUINTUS SMYRNAEUS | ‘ οἱ δέ οἱ ὡς ἄθρησαν ὑ ὑπὸ
σθεναρῇσι έρεσσι πολλοὺς ἐκπνείοντας, ὑπέτρεσαν οὐδ ἔτ᾽ ἔμιμνον,
οὐτιδανοῖς γύπεσσιν ἐοικότες, οὕς τε φοβήσῃ αἰετὸς οἰωνῶν
προφερέστατος, εὖτ᾽ ἐν ὄρεσσι πώεα δαρδάπτωσι λύκοις ὕπο
δῃωθέντα" 355 ὡς τοὺς ἄλλυδις ἄλλον ἀπεσκέδασε θρασὺς Aiase &
χερμαδίοισι θοοῖσι καὶ ἄορι καὶ μένεϊ ᾧ. οἱ δὲ μέγα τρομέοντες ἀπὸ
πτολέμοιο φέβοντο πανσυδίῃ, ψήρεσσιν ἐοικότες, οὕς τε δαΐξων
κίρκος ἐπισσεύει, τοὶ δ᾽ ἰλαδὸν ἄλλος ἐπ᾿ ἄλλῳ 860 ταρφέες
ἀΐσσουσιν ἀλευόμενοι μέγα πῆμα" ὡς οἵ γ᾽ ἐκ πολέμοιο ποτὶ Πριάμοιο
πόληα φεῦγον ὀϊξυρῶς ἐπιειμένοι ἀκλέα φύζαν Αἴαντος μεγάλοιο
περιτρομέοντες ὁμοκλήν, ὅς ῥ᾽ ἕπετ ᾿ ἀνδρομέῳ πεπαλαγμένος
αἵματι χεῖρας. 365 καί νύ κε δὴ para πάντας ἐπασσιπέρους
ἀπόλέσσεν, εἰ μὴ πεπταμένῃσι πύχῃς ἐσέχυντο πόχηα βαιὸν
ἀναπνείοντες, ἐ ἐπεὶ φόβος ἢ ἦτορ ἵκανε" τοὺς δ᾽ ἔλσας ἀνὰ ἄστυ,
νομεὺς. ὡς αἰόλα μῆλα, ἤϊεν ἐς πεδίον, χθόνα δ᾽ οὐ ποσὶ μάρπτεν
ἑοῖσιν 810 ἐμβαίνων τεύχεσσι καὶ αἵματι καὶ “κταμένοισι" κεῖτο γὰρ
εὐρὺς ὅμιλος ἀπειρεσίῃ €7 ἐπὶ γαίῃ, ἄχρις ἐφ᾽ Ἑλλήσποντον ἀπ
εὐρυχόροιο πόληος αἰζηῶν κταμένων, ὁ ὁπόσους λάχε δαίμονος Aica.
ὡς δ᾽ ὅτε "λήιον αὖον ὑπ᾽ ἀμητῆρσι πέσῃσι 816 πυκνὸν ἐόν, τὰ δὲ
πολλὰ καταυτόθι δράγματα κεῖται βριθόμενα σταχύεσσι, γέγηθε δὲ
θυμὸς ἐ ἐπ᾽ ἔργῳ ἀνέρος εἰσορόωντος, ὅτις κλυτὸν οὗδας ἔχησιν' ὡς
οἵ γ᾽ ἀμφοτέρωθε κακῷ δμηθέντες ὀχέϑρῳ κεῖντο πολυκλαύτοιο
λελασμένοι ἰωχμοῖο ει 380 πρηνέες" οὐδέ τι Tpdas ᾿Αχαιῶν φέρτατοι
υἷες σύλεον ἐν κονίησι καὶ αἵματι δηωθέντας, 140
 THE FALL OF TROY, BOOK III "These saw how ‘many
yielded up the ghost Neath his strong hands, and, with hearts failing
them For fear, against him could they stand no more. As rascal
vultures were they, which the swoop Of an eagle, king of birds,
scares far away From careases of sheep that wolves have torn ; So
this way, that way scattered they before The hurtling stones, the
sword, the might of Aias. In utter panic from the war they fled, In
huddled rout, like starlings from the swoop Of a death-dealing hawk,
when, fleeing bane, One drives against another, as they dart All
terror-huddled in tumultuous flight. So from the war to Priam’s burg
they fled Wretchedly clad with terror as a cloak, Quailing from
mighty Aias’ battle-shout, As with hands dripping blood-gouts he
pursued. Yea, all, one after other, had he slain, Had they not
streamed through city-gates flung wide Hard-panting, pierced to the
very heart with fear. Pent therewithin he left them, as a shepherd
Leaves folded sheep, and strode back o’er the plain; Yet never
touched he with his feet the ground, But aye he trod on dead men,
arms, and blood ; For countless corpses lay o’er that wide stretch
Even from broad-wayed Troy to Hellespont, Bodies of strong men
slain, the spoil of Doom. As when the dense stalks of sun-ripened
corn Fall ‘neath the reapers’ hands, and the long swaths, Heavy with
full ears, oyerspread the field, And joys the heart of him who
oversees The toil, lord of the harvest; even so, By baleful havoc
overmastered, lay All round face-downward men remembering not
The death-denouncing war-shout. But the sons Of fair Achaea left
their slaughtered foes 141
 QUINTUS SMYRNAEUS πρὶν ]Πηλήιον via πυρῇ δόμεν, ὅς
σφιν ὄνειαρ " x >> \ yw tin , , - θύ ET AET EVL πτολεμοίσιυν εὖ
μέγα καάρτει συῶν. νι Δ Ul τοὔνεκά μιν βασιλῆες ἀπὸ πτολέμου
ἐρύσωντες ᾿ 385 ἀμφὶ νέκυν πονέοντο ἀπείριτον, εὖ δὲ φέροντες
κάτθεσαν ἐν κλισίῃσι νεῶν προπάροιθε θοάων'" ἀμφὶ δέ μιν μάλα
πάντες ἀγειράμενοι στενάχοντο ἀχνύμενοι κατὰ θυμόν ὃ γὰρ πέλε
κάρτος ᾿Αχαιῶν, ρ» , / καὶ TOT ἐνὶ κλισίῃησι λελασμένος ἐγχειάων.
6Ὸ. 390 a a κεῖτο βαρυγδούποιο παρ᾽ noow Ε Χλησπόντου, οἷος
ὑπερφίαλος Τιτυὸς πέσεν, ὁππότε Λητὼ ἐρχομένην ἸΤυθώδε βιάξετο,
καί ἑ χοχωθεὶς ᾽ / , 57 lal ς 7 ᾽» Ul ἀκάματόν περ ἐόντα θοῶς
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λύθρῳ 895 J δ \ Xx > 4 πουλυπέλεθρος ἔκειτο κατὰ χθονὸς
εὐρυπέδοιο δ μητρὸς ἑῆς" ἡ δ᾽ υἷα περιστονάχησε πεσόντα. ; ᾿ / , , \
ἢ ,. ἐχθόμενον μακάρεσσι, γέλασσε δὲ πότνια Λητώ n » 9 > / sh > /
vA τοῖος ἄρ᾽ Αἰακίδης δηΐων ἐπικάππεσε yan χάρμα φέρων Τρώεσσι,
γόον δ᾽ ἀλίαστον ᾿Αχαιῶν 400 rn >] . ᾽ λαῷ μυρομένων" περὶ δ᾽
ἔβρεμε βένθεα πόντου. θυμὸς δ᾽ αὐτίκα πᾶσι κατεκλάσθη φίλος
ἔνδον / \ a ς τ ΄ > / ἐλπομένων κατὰ δῆριν ὑπὸ Τρώεσσιν ὀλέσθαι" ’
3 Ww. / } \ Ἂς μνησάμενοι δ᾽ ἄρα τοί γε φίλων παρὰ νηυσὶ τοκήων,
\ / ; s ΄ n ’ TOUS λίπον ἐν μεγάροισι, νεοδμήτων TE γυναικῶν, 405
αἵ που ὀδυρόμεναι μίνυθον κενεοῖς λεχέεσσι / \ \ , 7 ” νηπιάχοις σὺν
παισὶ φίλους ποτιδέγμεναι ἄνδρας, μᾶλλον ἀνεστενάχοντο" yoou δ᾽
ἔρος ἔμπεσε θυμῷ" 142
 on. THE FALL OF TROY, BOOK πὶ In dust and blood
unstripped of arms awhile Till they should lay upon the pyre the son
Of Peleus, who in battle-shock had been” Their banner of victory,
charging in his might. So the kings drew him from that stricken field
Straining beneath the weight of giant limbs, And with all loving care
they bore him on, _ And laid him in his tent before the ships. And
round him gathered that great host, and wailed Heart-anguished him
who had been the Achaeans’ strength, And. now, forgotten all the
splendour of spears, Lay mid the tents by moaning Hellespont, In
stature more than human, even as lay Tityos, who sought to foree
Queen Leto, when She fared to Pytho: swiftly in his wrath Apollo
shot, and laid him low, who seemed Invincible: in a foul lake of gore
There lay he, covering many a rood of ground, On the broad earth,
his mother; and she moaned Over her son, of blesséd Gods
abhorred ; But Lady Leto laughed. So grand of mould There in the
foemen’s land lay Aeacus’ son, » For joy to Trojans, but for endless
grief To Achaean men lamenting. Moaned the air With sighing from
the abysses of the sea ; And passing heavy grew the hearts of all,
Thinking : “‘ Now shall we perish by the hands Of Trojans!”§ Then by
those dark ships they ες thought Of white-haired fathers left in halls
afar, Of wives new-wedded, who by couches cold Mourned, waiting,
waiting, with their tender babes For husbands unreturning ; and
they groaned — In bitterness of soul. A passion of grief Came'o’er
their hearts; they fell upon their faces 143
 " — QUINTUS SMYRNAEUS κλαῖον δ᾽ αὖτ᾽ ἀλίαστον ἐπὶ
ψαμάθοισι Babeins πρηνέες ἐκχύμενοι μεγάλῳ περὶ ]Πηλείωνι 410
χαίτας ἐκ κεφαλῆς προθελύμνους δηϊόωντες, χευάμενοι δ᾽ ἤσχυναν
ἄδην ψαμάθοισι κάρηνα. οἵη δ᾽ ἐκ πολέμοιο βροτῶν ἐς τεῖχος
ἀλέντων οἰμωγὴ πέλεται, ὅτε δήϊοι ἐμμεμαῶτες | καίωσιν μέγα ἄστυ,
κατακτείνωσι δὲ λαοὺς 415 πανσυδίῃ, πάντῃ δὲ διὰ κτῆσιν
φορέωνται" τοίη τις παρὰ νηυσὶν ᾿Αχαιῶν ἔπλετ᾽ arn, οὕνεκ᾽
ἀοσσητὴρ. Δαναῶν πάϊς Αἰακίδαο κεῖτο μέγὰς mapa νηυσὶ
θεοκμήτοισι βελέμνοις, © οἷος “Apns, 6 ὅτε μιν δεινὴ θεὸς
ὀβριμοπάτρη | 420 Τρώων ἐν πεδίῳ πολυαχθέϊ κάββαλχε πέτρῃ.
Μυρμιδόνες δ᾽ ἄχληκτον ἀνεστενάχοντ᾽ ᾿Αχιλῆα εἰλόμενοι περὶ
νεκρὸν ἀμύμονος οἷο ἄνακτος" ἠπίου, ὃς πάντεσσιν ἴσος πάρος ἦεν
ἑταῖρος" οὐ γὰρ ὑπερφίαλος πέλεν ἀνδράσιν οὐδ᾽ ὀλοόφρων, 425
ἀλλὰ σαοφροσύνῃ καὶ κάρτεϊ πάντ᾽ ἐκέκαστο. Αἴας δ᾽ ἐν πρώτοισι
μέγα στενάχων ἐγεγώνει πατροκασιγνήτοιο φίλον ποθέων. ἅ ἅμα
παῖδα, βλήμενον ἐ ἐκ θεόφιν" θνητῶν γε μὲν οὔτινι BANTOS ἦεν,
ὅσοι ναίουσιν ἐπὶ χθονὸς εὐρυπέδοιο. 480. τὸν τότε κῆρ ἀχέων
ὀχλοφύρετο φαίδιμος Αἴας, ἄλλοτε μὲν κλισίας Πηληιάδαο δαμέντος
ἐσφοιτῶν, ὁτὲ δ᾽ αὖτε παρὰ ψαμάθοισι θαλάσσης ἐκχύμενος μάλα
πουλύς, ἔπος δ᾽ ὀλοφύρατο τοῖον" “ὦ ᾿Αχιλεῦ μέγα ἕρκος ἐὐσθενέων
᾿Αργείων, 435 κάτθανες ἐν Τροίῃ Φθίης ἑκὰς εὐρυπέδοιο ἔκποθεν
ἀπροφάτοιο λυγρῷ βεβλημένος ἰῷ, τόν pa ποτὶ κλόνον ἄνδρες
ἀνάλκιδες ἰθύνουσιν' οὐ γάρ τις πίσυνός γε σάκος μέγα νωμήσασθαι
ἠδὲ περὶ κροτάφοισιν ἐπισταμένως ἐς "Ἄρηα 440 εὖ θέσθαι πήληκα
καὶ ἐν παλάμῃ δόρυ πῆλαι [44
 On the deep sand flung down, and wept as men _ All
comfortless round Peleus’ mighty son, _ And clutched and plucked
out by the roots their hair, _ And cast upon their heads defiling sand.
_ Their cry was like the cry that goeth up ' From folk that after battle
by their walls Are slaughtered, when their maddened foes set fire ‘
To a great city, and slay in heaps on heaps _ Her people, and make
spoil of all her wealth ; So wild and high they wailed beside the sea,
.Σ Because the Danaans’ champion, Aeacus’ son, _ Lay, grand in
death, by a God’s arrow slain, _ As Ares lay, when She of the Mighty
Father With that huge stone down dashed him on Troy’s lain. ᾿
Ceaselesly wailed the Myrmidons Achilles, ΠΑ ring of mourners
round the kingly dead, "That kind heart, friend alike to each and all,
_ To no man arrogant nor hard of mood, ᾿ς But ever tempering
strength with courtesy. _ Then Aias first, deep-groaning, uttered
forth _ His yearning o’er his father’s brother’s son God-stricken —ay,
no man had smitten him _ Of all upon the wide-wayed earth that
dwell ! _ Him glorious Aias heavy-hearted mourned, Now wandering
to the tent of Peleus’ son, _ Now cast down all his length, a giant
form, _ On the sea-sands; and thus lamented he : © Achilles, shield
and sword. of Argive men, Thou hast. [Link] Troy, from Phthia’s
plains afar, Smitten unwares by that accurséd shaft, Such thing as
weakling dastards aim in fight! _ For none who trusts in wielding the
great shield, None who for war can skill to set the helm Upon his
brows, and sway the spear in grip, THE FALL OF TROY, BOOK III j
145
 ee QUINTUS SMYRNAEUS καὶ χαλκὸν δηΐοισι mepl
στέρνοισι δαΐξαι ἰοῖσίν γ᾽ ἀπάνευθεν ἀ ἀπεσσύμενος πολεμίξει"" εἰ
γάρ σευ κατέναντα τότ᾽ ἤλυθεν, ὅς σ᾽ ἔβαλέν περ, οὐκ ἂν ἀνουτητί
γε τεοῦ φύγεν ἔ ἔγχεος ὁρμήν. 445 ἀλλὰ Leds τάχα που τάδε μήδετο
πάντ᾽ ἀπολέσσαι, ἡμέων. δ᾽ ἐν καμάτοισιν ἐτώσια ἔργα τίθησιν' ἤδη
γὰρ Τρώεσσι κατ᾽ ᾿Αργείων τάχα νίκην νεύσει, ἐπεὶ τόσσον περ
᾿Αχαιῶν € ἕρκος ἀπηύρα. ὦ πόποι, ὡς ἄρα πάγχυ γέρων ἐν δώμασι
Πηλεὺς 450 ὀχθήσει μέγα πένθος ἀτερπέϊ γήραϊ κύρσας" αὐτὴ μὲν
φήμη" μιν ἀπορραίσει τάχα θυμόν' ὧδε δέ οἱ καὶ ἄμεινον ὀϊζύος αἶψα
λαθέσθαι' εἰ δέ κεν οὐ φθίσῃ ἑ κακὴ περὶ υἱέος ὄσσα, a δειλὸς
χαλεποῖς ἐνὶ πένθεσι γῆρας ἰάψει 4δῦ αἰὲν ἐπ᾽ ἐσχαρόφιν βίοτον
κατέδων ὀδύνῃσι, Πηλεύς, ὃ ὃς μακάρεσσι φίλος περιώσιον ἦεν" ἀλλ᾽
οὐ πάντα τελοῦσι θεοὶ μογεροῖσι βροτοῖσιν." “Os ὁ μὲν ἀσχαλόων
ὀχοφύρετο Πηλείωνα. Φοῖνιξ δ᾽ αὖθ᾽ ὁ γεραιὸς ἀάσπετα κωκύεσκεν
460 ἀμφιχυθεὶς δέμας ἡ ἠὺ θρασύφρονος Αἰακίδαο: ἢ καί ῥ
᾿ὀλοφυδνὸν a ἄῦσε μέγ᾽ ἀχνύμενος πινυτὸν Kip" “@reo μοι, φίλε
τέκνον, ἐμοὶ 8 ἄχος αἰὲν. ἄφυκτον κάλλιπες" ὡς ὄφελόν με χυτὴ
κατὰ γαῖα κεκεύθει πρὶν σέο πότμον ἰδέσθαι ἁμείλιχον' οὐ γὰρ ἔμοιγε
ἄλλο “χερειότερον. ποτ᾽ ἐσήλυθεν ἐ ἐς φρένα πῆμα, οὐδ᾽ ὅτε
πατρίδ᾽ ἐμὴν λιπόμην ἀγανούς TE τοκῆας φεύγων ἐ ἐς ΠΠηλῆα δι’
“Ολλάδος, ὅς μ᾽ ὑπέδεκτο, καί μοι δῶρα. πόρεν, Δολόπεσσι δὲ θῆκεν
ἀνάσσειν καὶ σέ γ᾽ ἐν ἀγκοίνησι φορεύμενος ἀμφὶ μέλαθρον 47 1
Zimmermann, for ἐπεσσύμενος πολεμίζειν of MSS. 5 Zimmermann,
for αὐτῇ σὺν φήμῃ, with lacuna, of Koechly. 146. ΨΥ
 THE FALL OF TROY, BOOK III And cleave the brass about
the breasts of foes, Warreth with arrows, shrinking from the tray.
Not man to man he met thee, whoso smote ; Else woundless never
had he ‘scaped thy lance ! But haply Zeus purposed to ruin all, ‘And
maketh all our toil and travail vain— _ Ay, now will grant the Trojans
victory © ' Who from Achaea now hath reft her shield! _ Ah me!
how shall old Peleus in his halls _ Take up the burden of a mighty
grief _ Now in his joyless age! His heart shall break ' At the mere
rumour of it. Better so, _ Thus in a moment to forget all pain. _ But
if these evil tidings slay him not, _ Ah, laden with sore sorrow eld
shall come : Upon him, eating out his heart with grief _ By a lone
hearth—Peleus so passing dear - Once to the Blesséd! But the Gods
vouchsafe _No perfect happiness to hapless men.” _ So he in grief
lamented Peleus’ son. _ Then ancient Phoenix made heart-stricken
moan, _ Clasping the noble form of Aeacus’ seed, And in wild
anguish wailed the wise of heart : “Thou art reft from me, dear
child, and cureless 3 pain Hast left to me! Oh that upon my face _
The veiling earth had fallen, ere I saw _ Thy bitter doom ! | No pang
more terrible _ Hath ever stabbed mine heart—no, not that hour Of
exile, when I fled from fatherland 4 noble parents, fleeing Hellas
through, ill Peleus welcomed me with gifts, and lord _ Of his
Dolopians made me. [πὶ his arms Thee through his halls one day he
bare, and set 4a 147
 “νυ Ν᾿ QUINTUS SMYRNAEUS . . κόλπῳ ἐμῷ κατέθηκε καὶ
ἐνδυκέως ἐπέτελλε ing vytiayov κομέειν, ὡσεὶ φίλον υἷα γεγῶτα' | τῷ
πιθόμην' σὺ δ᾽ ἐμοῖσι περὶ στέρνοισι γεγηθὼς πολλάκι παππάζεσκες ἔ
ἔτ᾽ “ἄκριτα χείλεσι βάζων, — καί μευ νηπιέῃσιν ἄδην ἐ ἐνὶ σῇσι
δίηνας ὠνὴν: στήθεά τ᾽ ἠδὲ χιτῶνας" ἔχον δέ σε χερσὶν ἐμῇσι ᾿
πολλὸν καγχαλόων, ἐπεὶ ἢ νύ μοι ἦτορ ἐώλπει θρέψειν κηδεμονῆα
βίου καὶ γήραος. ἄλκαρ. καὶ τὰ μὲν ἐλπομένῳ βαιὸν χρόνον ἔπλετο
πάντα. νῦν δὲ avy’ οἴχῃ ἄϊστος ὑπὸ ζόφον: ἀμφὶ δ᾽ ἐμὸν. κῆρ οὐ 480
ἄχνυτ᾽ ὀϊξυρῶς, ἐ ἐπεὶ ἢ νύ με κῆδος ἰάπτει = λευγαλέον' τὸ καὶ εἴθε
καταφθίσειε γοῶντα πρὶν ΠΠηλῆα πυθέσθαι ἀ ἀμύμονα, τόν περ ὀΐω
κωκύσειν ἀλίαστον, ὅτ᾽ ἀμφί ἑ ἑ φῆμις ἵ ἵκηται" οἴκτιστον γὰρ νῶιν
ὑπὲρ᾽ σέθεν ἔ ἔσσεται ἄλγος 486 πατρί τε σῷ καὶ ἐμοί, τοί περ μέγα
σεῖο θανόντος Ὁ ἀχνύμενοι. τάχα γαῖαν ὑπὲρ Διὸς ἃ ἄσχετον Αἶσαν |
δυσόμεθ' ἐσσυμένως" καί κεν πολὺ λώιον εἴη, ἢ ζώειν ἀπάνευθεν ἀ
ἀοσσητῆρος ἑοῖο." Ἦ ἡ ῥ᾽ ὁ γέρων ἀλίαστον ἐνὶ φρεσὶ πένθος
ἀέξων. 490 πὰρ δέ οἱ ᾿Ατρείδης ὀχοφύρετο δάκρυα εὐων" | ὦμωξεν
δ᾽ ὀδύνῃσι μέγ᾽ aid opevos κέαρ ἔνδον" ἡ “ὦλεο, Πηλείδη, Δαναῶν
μέγα έρτατε πάντων, | ὥλεο, καὶ στρατὸν εὐρὺν ἀνερκξα θῆκας
᾿Αχαιῶν". ῥηίτεροι & ἄρα σεῖο καταφθιμένοιο πέλονται 495
vopevéow" σὺ δὲ χάρμα πεσὼν μέγα Τρωσὶν ’ ἔθηκας, , οἵ σε πάρος
φοβέοντο λέονθ᾽ ὡς αἰόλα μῆλα: νῦν δ᾽ ἐπὶ νηυσὶ θοῇσι λιχαιόμενοι
μαχέονται. Ζεῦ πάτερ, ἢ ῥά τι καὶ σὺ βροτοὺς ψευδέσσι͵ λόγοισι
θέλγεις, ὃς κατένευσας ἐμοὶ Ἰ]ριάμοιο ἄνακτος 1 Zimmermann, for
θυμὸς of MSS. 148
 THE FALL OF TROY, BOOK III Upon my knees, and bade
me foster thee, His babe, with all love, as mine own dear child : _ IT
hearkened to him: blithely didst thou cling. _ About mine heart, and,
babbling wordless speech, Didst call me ‘father’ oft, and didst bedew
_ My breast and tunic with thy baby lips. _ Ofttimes with soul that
laughed for glee I held _ Thee in mine arms; for mine heart
whispered me _ *£ This fosterling through life shall care for thee, _
Staff of thine age shall be.” And that mine hope ᾿ς Was for a little
while fulfilled ; but now _ Thou hast vanished into darkness, and to
me Is left long heart-ache wild with all regret. _ Ah, might my
sorrow slay me, ere the tale _ To noble Peleus come! When on his
ears _ Falleth the heavy tidings, he shall weep _ And wail without
surcease. . Most piteous grief _ We twain for thy sake shall inherit
aye, _ Thy sire and I, who, ere our day of doom, Mourning shall go
down to the grave for thee— _ Ay, better this than life unholpen of
thee !”’ So moaned his ever-swelling tide of grief. _ And Atreus’ son
beside him mourned and wept _ With heart on fire with inly
smouldering pain : * Thou hast perished, chiefest of the Danaan
men, Hast perished, and hast left the Achaean host Fenceless! Now
thou art fallen, are they left _ An easier prey to foes. Thou hast
given joy _ To Trojans by thy fall, who dreaded thee _ As sheep a
lion. These with eager hearts Even to the ships will bring the battle
now. _ Zeus, Father, thou too with deceitful words _ Beguilest
mortals! Thou didst promise me . 149
 QUINTUS SMYRNAEUS ἄστυ διαπραθέειν, viv δ᾽ οὐ τελέεις
ὅσ᾽ ὑπέστης, ἀλλὰ λίην ἀπάφησας ἐμὰς φρένας" οὐ γὰρ ὀίω
εὑρέμεναι πολέμοιο τέκμωρ φθιμένου ᾿Αχιλῆος." Ὡς ἔφατ᾽
ἀχνύμενος κέαρ ἔνδοθεν' ἀμφὶ δὲ λαοὶ κώκυον ἐκ θυμοῖο θρασὺν
περὶ Πηλείωνα: τοῖς δ᾽ ἄρ᾽ ἐπεβρόμεον νῆες περιμυρομένοισιν' nxn
δ᾽ ἄσπετος ὦρτο δι’ αἰθέρος ἀκαμάτοιο. ὡς δ᾽ ὅτε κύματα μακρὰ βίῃ
μεγάλου ἀνέμοιο. ὀρνύμεν᾽ ἐκ πόντοιο πρὸς ἠιόνας φορέονται νῷ
σμερδαλέον, πάντη δὲ προσαγνυμένης ἁλὸς αἰεὶ, ἀκταὶ ὁμῶς
ῥηγμῖσιν ἀπειρέσιαι βοόωσι: τοῖος ἄρ᾽ ἀμφὶ νέκυν Δαναῶν στόνος
αἰνὸς ὀρώρει μυρομένων ἄλληκτον ἀταρβέα Πηλείωνα: Καί σφιν
ὀδυρομένοισα τάχ᾽ ἤλυθε κυανέη νύξ, εἰ μὴ ἄρ᾽ ᾿Ατρείδην
προσεφώνεε Νηλέος υἱὸς Η Νέστω, ὅ ὅς ῥά τ᾽ ἔχεσκεν ἐνὶ φρεσὶ
μυρίον ἄνγος μνησάμενος σφοῦ παιδὸς ἐύφρονος ᾿Αντιλόχοιο".
“᾿Αργείων σκηπτοῦχε μέγα κρατέων ‘Aye μέμνον, νῦν μὲν
ἀποσχώμεσθα δυσηχέος αἶψα γόοιο σήμερον: οὐ γὰρ ἔτ᾽ αὖθις é
ἐρωήσει τίς ᾿Αχαιοὺς κλαυθμοῦ ἄδην κορέσασθαι ἐπ᾽ ἤματα πολλὰ
γοῶντας. ἀλλ᾽ ἄγε δὴ βρότον αἰνὸν ἀταρβέος Αἰακίδαο λούσαντες
λεχέεσσ᾽ ἐνιθείομεν" οὐ γὰρ ἔοικεν αἰσχύνειν ἐπὶ δηρὸν ἀκηδείῃσι
θανόντας." Καὶ τὰ μὲν ὡς ἐπέτελλε περίφρων Νηλέος υἱός: αὐτὰρ ὅ
"οἱ οἷς ἑ ἑτάροισιν ἐπισπέρχων ἐκέλευεν ὕδατος ἐν πυρὶ θέντας ἄφαρ
κρυεροῖο λέβητας θερμῆναι λοῦσαί τε νέκυν, περί θ᾽ εἵματα ἕσσαι.
καλά, τά οἱ πόρε παιδὶ φίλῳ ἁλιπόρφυρα μήτηρ ἐς Τροίην ἀνιόντι.
θοῶς δ᾽ ἐπίθησαν ἄνακτι" 180
 THE FALL OF TROY, BOOK III That Priam’s burg should be
destroyed ; but now That promise given dost thou not fulfil, _ But
thou didst cheat mine heart: I shall not win The war's goal, now
Achilles is no more.” So did he ery heart-anguished. Mourned all
round Wails multitudinous for Peleus’ son : The dark ships echoed
back the voice of grief, And sighed and sobbed the immeasurable air.
And as when long sea-rollers, onward driven By a great wind, heave
up far out at sea, And strandward sweep with terrible rush, and aye
Headland and beach with shattered spray are scourged, And roar
unceasing ; so. a dread sound rose Of moaning of the Danaans
round the corse, Ceaselessly wailing Peleus’ aweless son. And on
their mourning soon black night had come, But spake unto Atreides
Neleus’ son, | Nestor, whose own heart bare its load of grief ι
Remembering his own son Antilochus : “O mighty Agamemnon,
sceptre-lord Of Argives, from wide-shrilling lamentation Refrain we
for this day. None shall withhold _ Hereafter these from all their
heart’s desire Of weeping and lamenting many days, But now go to,
from aweless Aeacus’ son Wash we the foul blood-gouts, and lay we
him Upon a couch: unseemly it is to shame The dead by leaving
them untended long.” So counselled Neleus’ son, the passing-wise.
Then hasted he his men, and bade them set Caldrons of cold spring-
water o’er the flames, And wash the corse, and clothe in vesture fair,
Sea-purple, which his mother gave her son At his first sailing against
Troy. With speed They did their lord’s command: with loving care,
151
 QUINTUS SMYRNAEUS 5 7 δ᾽ 5 / / ἃ εἰ. ᾿ ἐνδυκέως δ᾽ ἄρα
πάντα πονησάμενοι κατὰ κόσμον κάτθεσαν ἐν κλισίῃσι δεδουπότα
Πηλείωνα. ὁ κα κι ΠΗ Τὸν δ᾽ ἐσιδοῦσ᾽ ἐλέησε περίφρων
Τριτογένεια". 7 » ν΄ 552 ,ὔ \ ΄ eS eee στάζε δ᾽ ap ἀμβροσίην κατὰ
Kpdatos, ἣν pa τέ φασι f \ 3 7 Ν / \ / δηρὸν ἐρυκακέειν νεαρὸν χρόα
κηρὶ δαμέντων" θῆκε δ᾽ ἄρ ἑρσήεντα καὶ εἴκεχον ἀμπνείοντι"
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152
 THE FALL OF TROY, BOOK III All service meetly rendered,
on a couch Laid they the mighty fallen, Peleus’ son. The Trito-born,
the passing-wise, beheld And pitied him, and showered upon his
head Ambrosia, which hath virtue aye to keep Taintless, men say,
the flesh of warriors slain. Like softly-breathing sleeper dewy-fresh
She made him: over that dead face she drew A stern frown, even as
when he lay, with wrath Darkening his grim face, clasping his slain
friend Patroclus ; and she made his frame to be More massive, like a
war-god to behold. And wonder seized the Argives, as they thronged
And saw the image of a living man, Where all the stately length of
Peleus’ son Lay on the couch, and seemed as though he slept.
Around him all the woeful captive-maids, Whom he had taken for a
prey, what time | He had ravaged hallowed Lemnos, and had sealed
The towered crags of Thebes, Eétion’s town, Wailed, as they stood
and rent their fair young flesh, And smote their breasts, and from
their hearts bemoaned That lord of gentleness and courtesy, Who
honoured even the daughters of his foes. And stricken most of all
with heart-sick pain Briseis, hero Achilles’ couchmate, bowed _ Over
the dead, and tore her fair young flesh With ruthless fingers,
shrieking: her soft breast Was ridged with gory weals, so cruelly She
smote it—thou hadst said that crimson blood Had dripped on milk.
Yet, in her grief’s despite, _ Her winsome loveliness shone out, and
grace ; Hung like a veil about her, as she wailed : Woe for this grief
passing all griefs beside ! Never on me came anguish like to this—
"153
 QUINTUS SMYRNAEUS οὔτε κασιγνήτων OUT εὐρυχόρου
περὶ πάτρης, ὅσσον σεῖο θανόντος" ἐπεὶ σύ μοι ἱερὸν ἦμαρ καὶ φάος
ἠελίοιο πέλες καὶ μείλιχος αἰὼν ἐλπωρή τ᾽ ἀγαθοῖο καὶ ἄσπετον
ἄλκαρ ἀνίης πάσης T ἀγλαΐης πολὺ φέρτερος ἠδὲ τοκήων ἔπλεο'
πάντα γὰρ οἷος ἔης δμωῇ περ ἐούσῃ" ὁ καί ῥά μ᾽ ἔθηκας ἄκοιτιν
ἑλὼν ἄπο δούλια ἔργα. νῦν δέ τις ἐν νήεσσιν ᾿Αχαιῶν ἄξεται ἄλλος
Σπάρτην εἰς ἐρίβωλον ἢ ἐς πολυδίψιον "Άργος" 570 καί νύ κεν
ἀμφιπολεῦσα κακὰς ὑποτλήσομ᾽ ἀνίας σεῦ ἀπονοσφισθεῖσα
δυσάμμορος: ὡς ὄφελόν με γαῖα χυτὴ ἐκάλυψε, πάρος σέο πότμον
ἰδέσθαι." “Os ἡ μὲν δμηθέντ᾽ ὀλοφύρετο Πηλείωνα δμωῇς σὺν
μογερῇσι καὶ ἀχνυμένοισιν ᾿Αχαιοῖς 575 μυρομένη καὶ ἄνακτα καὶ
ἀνέρα: τῆς δ᾽ ἀλεγείνὸν οὔποτ᾽ ἐτέρσετο δάκρυ, κατείβετο δ᾽ ἄχρις
ἐπ᾽ οὖδας ' ἐκ βλεφάρων, ὡσεί τε μέλαν κατὰ πίδακος ὕδωρ
πετραίης, ἧς πουλὺς ὕπερ παγετός τε χιών τε ἐκκέχυται στυφελοῖο
κατ᾽ οὔδεος, ἀμφὶ δὲ πάχνη τήκεθ᾽ ὁμῶς εὔρῳ τε καὶ ἠελίοιο βολῇσι.
Καὶ τότε δή ῥ᾽ ἐσάκουσαν ὀρινομένοιο γόοιο θυγατέρες Νηρῆος,
ὅσαι μέγα βένθος ἔχουσι: πάσῃσιν δ᾽ ἀλεγεινὸν ὑπὸ κραδίην πέσεν
ἄλγος" οἰκτρὸν δ᾽ ἐστονάχησαν, ἐπίαχε δ᾽ Ελλήσποντος. 585 ἀμφὶ δὲ
κυανέοισι καλυψάμεναι χρόα πέπλοις ἐσσυμένως οἴμησαν, ὅπῃ
στόλος ἔπλετ᾽ ᾿Αχαιῶν, πανσυδίῃ πολιοῖο δι’ οἴδματος" ἀμφὶ δ᾽ ἄρα
σφι νισσομένῃσι θάλασσα διίστατο: ταὶ δ᾽ ἐφέροντο; κλαγγηδόν,
κραιπνῇσιν ἐειδόμεναι γεράνοισιν 5g ὀσσομένῃς μέγα χεῖμα:
περιστενάχοντο δὲ λυγρὸν κήτεα μυρομένῃσιν' ἔσαν δ᾽ ἄφαρ ἧχε
νέοντο 154
 THE FALL OF TROY, BOOK III Not when my brethren died,
my fatherland Was wasted—like this anguish for thy death! Thou
wast my day, my sunlight, my sweet life, Mine hope of good, my
strong defence from harm, Dearer than all my beauty——yea, more
dear Than my lost parents! ‘Thou wast all in all To me, thou only,
captive though I be. Thou tookest from me every bondmaid’s task
And like a wife didst hold me. Ah, but now Me shall some new
Achaean master bear To fertile Sparta, or to thirsty Argos. The bitter
cup of thraldom shall I drain, Severed, ah me, from thee! Oh that
the earth Had veiled my dead face ere I saw thy doom !”’ So for
slain Peleus’ son did she lament With woeful handmaids and. heart-
anguished Greeks, Mourning a king, a husband. Never dried Her
tears were: ever to the earth they streamed Like sunless water
trickling from a rock While rime and snow yet mantle o’er the earth
Above it; yet the frost melts down before The east-wind and the
flame-shafts of the sun. Now came the sound of that upringing wail
To Nereus’ Daughters, dwellers in the depths Unfathomed. With sore
anguish all their hearts Were smitten: piteously they moaned : their
cry Shivered along the waves of Hellespont. Then with dark mantles
overpalled they sped Swiftly to where the Argive men were
thronged, As rushed their troop up silver paths of sea, The flood
disported round them as they came. With one wild cry they floated
up; it rang, A sound as when fleet-flying cranes forebode A great
storm. _Moaned the monsters of the deep Plaintively round that
train of mourners. Fast On sped they to their goal, with awesome cry
155
 QUINTUS SMYRNAEUS a / παῖδα κασιγνήτης κρατερόφρονα
κωκύουσαι ἐκπάγλως. Μοῦσαι δὲ θοῶς “EXtxdva λιποῦσαι ἤλυθον
ἄλγος ἄλαστον ἐνὶ στέρνοισιν ἔχουσαι ὅθ ἀρνύμεναι τιμὴν ἑλικώπιδι
Νηρηίνῃ. | Ζεὺς δὲ μέγ᾽ ᾿Αργείοισι καὶ ἄτρομον ἔμβαλε [4 θάρσος,
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ἀμφὶ νέκυν στενάχοντο καὶ ἀθάνατοι περ Eovoat 600 πᾶσαι ὁμῶς:
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δαμῆναι, ἀνέρι, τὸν τάχα γῆρας ἀμείλιχον ἀμφιμέμαρπε, ᾿ Κῆρές τ᾽
ἐγγὺς ἔασι τέλος θανάτοιο φέρουσαι. 61 ἀλλά μοι οὐ κείνοιο. μέλει
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ορμῇ" 620 οὐδέ με θνητὸς ἀνὴρ δύνατ᾽ ἐν λέχέεσσι δαμάσσαι 156
 THE FALL OF TROY, BOOK III Wailing the while their sister’s
mighty son. Swiftly from Helicon the Muses came Heart-burdened
with undying grief, for love _ And honour to the Nereid starry-eyed.
Then Zeus with courage filled the Argive men, That eyes of flesh
might undismayed behold _ That glorious gathering of Goddesses.
Then those Divine Ones round Achilles’ corse Pealed forth with one
voice from immortal lips A lamentation. Rang again the shores Of
Hellespont. As rain upon the earth Their tears fell round the dead
man, Aeacus’ son; For out of depths of sorrow rose their moan. And
all the armour, yea, the tents, the ships Of that great sorrowing
multitude were wet With tears from ever-welling springs of grief. __
His mother cast her on him, clasping him, And kissed her son's lips,
crying through her tears : * Now let the rosy-vestured Dawn in
heaven Exult ! Now let broad-flowing Axius Exult, and for
Asteropaeus dead Put by his wrath! Let Priam’s seed be glad |! But I
unto Olympus will ascend, And at the feet of everlasting Zeus Will
cast me, bitterly plaining that he gave Me, an unwilling bride, unto a
man— A man whom joyless eld soon overtook, To whom the Fates
are near, with death for gift. Yet not so much for his lot 401 grieve _
As for Achilles ; for Zeus promised me To make him glorious in the
Aeacid halls, In recompense for the bridal I so loathed That into wild
wind now I changed me, now To water, now in fashion as a bird I
was, now as the blast of flame; nor might UA mortal win me for his
bride, ako seemed E57
 _QUINTUS SMYRNAEUS ¢ “Ὁ ς - Ν φαινομένην, ὅσα γαῖα
καὶ οὐρανὸς ἐντὸς ἐέργει, / an / > / cs a μέσφ᾽ ὅτε μοι κατένευσεν
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΄ a ἀτρεκέως ἐτέλεσσεν' ὁ γὰρ πέλε φέρτατος ἀνδρῶν" 625 ν / ἀλλά
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7s / κωκύσω φίλον via, Kal ὁππόσα πρόσθ᾽ ἐμόγησα ἀμφ᾽ αὐτῷ καὶ
παισὶν ἀεικέα τειρομένοισι , 2 ΓΝ “ ε \ \ > 7 ” μνήσω ἀκηχεμένη, ἵνα
οἱ σὺν θυμὸν ὀρίνω. 680 ὃ an / , \ ‘Os pat’ αἰνὰ γοῶσ᾽ arin Θέτις" ἡ
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δέ \ 3 ὃ n εἵνεκα παιδὸς ἑοῖο θεῶν μεδέοντι καὶ ἀνδρῶν \ \ / +
oxvteo: καὶ yap Ζηνὸς ἐριβρεμέταο ἄνακτος 635 al , na vies ὁμῶς
ἀπόλοντο κακῇ περὶ κηρὶ δαμέντες" κάτθανε δ᾽ υἱὸς ἐμεῖο καὶ αὐτῆς
ἀθανάτοιο ᾿Ορφεύς, οὗ μολπῇσιν ἐφέσπετο πᾶσα μὲν ὕλη, n ͵ 7] wn
πᾶσα δ᾽ ἄρ᾽ ὀκριόεσσα πέτρη ποταμῶν τε ῥέεθρα / / / πνοιαΐ TE
λιυγέων ἀνέμων ἀμέγαρτον ἀέντων 640 7 a / οἰωνοί τε θοῇσι
διεσσύμενοι πτερύγεσσιν' ἀλλ᾽ ἔτλην μέγα πένθος, ἐπεὶ θεὸν οὔτι
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κελαινῷ πένθεϊ θυμὸν ; / δάμνασο θηλυτέρῃσιν ἴσον γοόωσα
γυναιξίν. 3 aA ¢ . ἢ οὐκ ἀΐεις ὅτι πάντας, ὅσοι χθονὶ ναιετάουσιν, we
uA > \ / »” 3 ἀνθρώπους ὀλοὴ περιπέπταται ἄσχετος Αἷσα 650 158
 THE FALL OF TROY, BOOK Ili All shapes in turn that earth
and heaven contain, Until the Olympian pledged him to bestow A
godlike son on me, a lord of war. Yea, in a manner this did he fulfil
Faithfully ; for my son was mightiest Of men. But Zeus made brief
his span of life Unto my sorrow. ‘Therefore up to heaven Will I: to
Zeus’s mansion will I go _ And wail my son, and will put Zeus in
mind Of all my travail for him and his sons In their sore stress, and
sting his soul with shame.’ So in her wild lament the Sea-queen
cried. But now to Thetis spake Calliope, She in whose heart was
steadfast wisdom throned : “ From lamentation, Thetis, now forbear,
And do not, in the frenzy of thy grief For thy lost son, provoke to
wrath the Lord Of Gods and men. Lo, even sons of Zeus, - The
Thunder-king, have perished, overborne By evil fate. Immortal
though I be, _ Mine own son Orpheus died, whose magic song _
Drew all the forest-trees to follow him, _ And every craggy rock and
river-stream, _ And blasts of winds shrill-piping stormy-breathed,
And birds that dart through air on rushing wings. Yet I endured mine
heavy sorrow : Gods Ought not with anguished grief to vex their
souls. Therefore make end of sorrow-stricken wail For thy brave
child; for to the sons of earth _ Minstrels shall chant his glory and
his might, _ By mine and by my sisters’ inspiration, - Unto the end of
time. Let not thy soul Be crushed by dark grief, nor do thou lament
Like those frail mortal women. Know’st thou not That round all men
which dwell upon the earth Hovereth irresistible deadly Fate, 159
 QUINTUS SMYRNAEUS οὐδὲ θεῶν ἀλέγουσω; τόσον σθένος
ἔλλαχε μούνη" ἣ καὶ νῦν ἸΤριάμοιο πολυχρύσοιο πόληα ἐκπέρσει
Ἱϊρώων τε καὶ ᾿Αργείων ὀλέσασα Δεν “ 9-24 7 an , BA ΟΡ ” ἀνέρας,
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ἔδραθον υἷες ἰλαδὸν ἀμφὶ νέκυν μεγάλῃ βεβαρηότες ἄτῃ. 6600. ἀλλ᾽
οὐχ ὕπνος ἔμαρπτε θεὴν Θέτιν: ἄγχι δὲ παιδὸς , ἧστο σὺν ἀθανάτης
Νηρηίσιν' ἀμφὶ δὲ Μοῦσαι ἀχνυμένην ἀνὰ θυμὸν ἀμοιβαδὶς ἄλλοθεν
ἄλλη πολλὰ παρηγορέεσκον, ὅπως λελάθοιτο γόοιο. ᾿Αλλ᾽ ὅτε
καγχαλόωσα δι᾽ αἰθέρος ἤλυθεν ἠὼς 665 λαμπρότατον πᾶσίν τε
φάος Τρῶεσσι φέρουσα καὶ Iprdpo—Aavaol δὲ μέγ᾽ ἀχνύμενοι
᾿Αχθλῆα κλαῖον ἐπ᾿ ἤματα πολλά, περιστενάχοντο δὲ μακραὶ ἠιόνες
πόντοιο, μέγας δ᾽ ὀλοφύρετο Νηρεὺς ἦρα φέρων κούρῃ Νηρηΐίδι,
σὺν δέ οἱ ἄλλοι 670. εἰνάλιοι μύροντο θεοὶ φθιμένου ᾿Αχιλῆος---καὶ
τότε δὴ μεγάλοιο νέκυν ]Πηληιτάδαο ᾿Αργεῖοι πυρὶ δῶκαν ἀάσπετα
νηήσαντες δοῦρα, τά οἱ φορέοντες ἀπ᾽ οὔρεος ᾿Ἰδαίοιο ᾿ πάντες
ὁμῶς ἐμόγησαν, ἐπεί σφεας ὀτρύνοντες 615 ᾿Ατρεῖδαι προέηκαν
ἀπείριτον οἰσέμεν ὕλην, ὄφρα θοῶς καίοιτο νέκυς κταμένου
᾿Αχιλῆος. ἀμφὶ δὲ τεύχεα πολλὰ πυρῇ περινηήσαντο αἰζηῶν
κταμένων, πολλοὺς δ᾽ ἐφύπερθε Bddovro 160
 THE FALL OF TROY, BOOK III δ Who recks not even of the
Gods? Sueh power She only hath for heritage, Yea, she Soon shall
destroy gold-wealthy Priam’s town, And Trojans many and Argives
doom to death, Whomso she will. No God can stay her hand.” So in
her wisdom spake Calliope. “Then plunged the sun down into
Ocean’s stream, And sable-vestured Night came floating up O’er the
wide firmament, and brought her boon Of sleep to sorrowing
mortals, On the sands There slept they, all the Achaean host, with
heads Bowed ‘neath the burden of calamity, “But upon Thetis sleep
laid not his hand : Still with the deathless Nereids by the sea _ She
sate; on either side the Muses spake _ One after other comfortable
words To make that sorrowing heart forget its pain, But when with a
triumphant laugh the Dawn Soared up the sky, and her most radiant
light Shed over all the Trojans and their king, Then, sorrowing sorely
for Achilles still, The Danaans woke to weep. Day after day, For
many days they wept. . Around them moaned Far-stretching
beaches of the sea, and mourned Great Nereus for his daughter
Thetis’ sake ; ‘And mourned with him the other Sea-gods all For
dead Achilles. Then the Argives gave The corpse of great Peleides to
the flame. ΠΑ pyre of countless tree-trunks built they up Which, all
with one mind toiling, from the heights Of Ida they brought down;
for Atreus’ sons Sped on the work, and charged them to bring
thence ; ood without measure, that consumed with speed _ Might
be Achilles’ body. . All around _ Piled they about the pyre much
battle-gear ᾿ς Of strong men slain; and slew and east thereon t ii 16,
i" M μι
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