The Brand Report Card
by Kevin Lane Keller
BUILDING AND PROPERLY MANAGING BRAND equity has become a priority for companies of all sizes, in all types of industries, in all types of markets. After all, from strong brand equity flow customer loyalty and profits. The rewards of having a strong brand are clear.
The problem is, few managers are able to step back and assess their brand’s particular strengths and weaknesses objectively. Most have a good sense of one or two areas in which their brand may excel or may need help. But if pressed, many (understandably) would find it difficult even to identify all of the factors they should be considering. When you’re immersed in the day-to-day management of a brand, it’s not easy to keep in perspective all ...
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