book

Strategic Brand Management, Fourth Edition

Name: Strategic Brand Management, Fourth Edition
Author: Kevin Lane Keller
ISBN: 9780132664257

by Kevin Lane Keller

July 2013

Intermediate to advanced

480 pages

31h 13m

English

Pearson

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Strategic Brand ManagementBuilding, Measuring, and Managing Brand Equity
Strategic Brand ManagementBuilding, Measuring, and Managing Brand Equity
Brief Contents
Contents
Prologue: Branding Is Not Rocket Science
Preface
What Is the Book About? What’s Different about This Book? Who Should Read the Book? How Is the Book Organized? Revision Strategy for Fourth Edition How Can You Get the Most out of the Book? Faculty Resources
About the Author
Part I Opening Perspectives
1 Brands and Brand Management
Learning Objectives PreviewWhat is a Brand?Brand ElementsBrands versus ProductsWhy Do Brands Matter?ConsumersFirmsCan Anything Be Branded?Physical GoodsBusiness-to-business products CiscoHigh-tech Products Intuit ServicesRole of Branding with ServicesProfessional ServicesRetailers and DistributorsOnline Products and Services Google People and Organizations Rachael Ray UNICEFSports, Arts, and Entertainment Harry PotterGeographic LocationsIdeas and CausesWhat are the Strongest Brands?Branding Challenges and OpportunitiesSavvy Customers ConverseEconomic DownturnsBrand Proliferation Explore the Upside of Actually Increasing Investment Now, More Than Ever, Get Closer to Your Consumer Rethink How You Spend Your Money Put Forth the Most Compelling Value Proposition Fine-Tune Your Brand and Product OfferingsMedia Transformation Old SpiceIncreased CompetitionIncreased CostsGreater AccountabilityThe Brand Equity ConceptStrategic Brand Management ProcessIdentifying and Developing Brand PlansDesigning and Implementing Brand Marketing ProgramsChoosing Brand ElementsIntegrating the Brand into Marketing Activities and the Supporting Marketing ProgramLeveraging Secondary AssociationsMeasuring and Interpreting Brand PerformanceGrowing and Sustaining Brand EquityDefining Brand ArchitectureManaging Brand Equity over TimeManaging Brand Equity over Geographic Boundaries, Cultures, and Market SegmentsReviewDiscussion Questions Early Origins: Before 1860 Emergence of National Manufacturer Brands: 1860 to 1914 Dominance of Mass Marketed Brands: 1915 to 1929 Challenges to Manufacturer Brands: 1930 to 1945 Establishment of Brand Management Standards: 1946 to 1985 Branding Becomes More Pervasive: 1986 to Now The Pharmaceutical Industry
Part II Developing a Brand Strategy

2 Customer-Based Brand Equity and Brand Positioning
Learning Objectives PreviewCustomer-Based Brand EquityDefining Customer-Based Brand EquityBrand Equity as a BridgeBrands as a Reflection of the Past SNICKERS® BrandBrands as a Direction for the Future DISCOVERY CHANNELMaking a Brand Strong: Brand KnowledgeSources of Brand EquityBrand AwarenessAdvantages of Brand Awareness Establishing Brand Awareness GannettBrand Image ALLY FINANCIAL The Body Shop Strength of Brand AssociationsFavorability of Brand AssociationsUniqueness of Brand AssociationsIdentifying and Establishing Brand PositioningBasic ConceptsTarget MarketSegmentation BasesCriteriaNature of CompetitionIndirect CompetitionMultiple Frames of ReferencePoints-of-Parity and Points-of-DifferencePoints-of-Difference Associations SubaruPoints-of-Parity AssociationsCategory points-of-parityCompetitive points-of-parityCorrelational points-of-parityPoints-of-Parity versus Points-of-DifferencePositioning GuidelinesDefining and Communicating the Competitive Frame of Reference Freeline SkatesCommunicating Category BenefitsExemplarsProduct DescriptorChoosing Points-of-DifferenceDesirability CriteriaDeliverability CriteriaDifferentiation CriteriaEstablishing Points-of-Parity and Points-of-DifferenceSeparate the AttributesLeverage Equity of Another Entity Miller Lite Redefine the Relationship Apple Straddle Positions BMWUpdating Positioning over Time LadderingReactingDeveloping a Good PositioningDefining A Brand MantraBrand MantrasDesigning a Brand MantraImplementing a Brand Mantra ReviewDiscussion Questions Brand Focus 2.0 The Marketing Advantages of Strong Brands Greater Loyalty and Less Vulnerability to Competitive Marketing Actions and Crises Larger Margins Greater Trade Cooperation and Support Increased Marketing Communication Effectiveness Possible Licensing and Brand Extension Opportunities Other Benefits
3 Brand Resonance and the Brand Value Chain
Learning Objectives PreviewBuilding A Strong Brand: The Four Steps of Brand BuildingBrand SalienceBreadth and Depth of Awareness TropicanaProduct Category StructureStrategic Implications Campbell’s SoupSummaryBrand Performance SubwayBrand ImageryUser ImageryPurchase and Usage ImageryBrand Personality and Values Chrysler Brand History, Heritage, and ExperiencesSummaryBrand JudgmentsBrand QualityBrand Credibility FedEx Brand ConsiderationBrand SuperiorityBrand Feelings W HotelsSummaryBrand ResonanceBehavioral LoyaltyAttitudinal AttachmentSense of CommunityActive Engagement BMW Apple Harley-Davidson Jeep SummaryBrand-Building Implications Customers Own the BrandsDon’t Take Shortcuts with BrandsBrands Should Have a Duality MastercardBrands Should Have RichnessBrand Resonance Provides Important Focus ShutterflyThe Brand Value Chain Value StagesMarketing Program InvestmentProgram Quality MultiplierCustomer Mind-SetMarketplace Conditions MultiplierMarket PerformanceInvestor Sentiment MultiplierShareholder ValueImplicationsReview Discussion Questions Volkswagen Customer Equity Blattberg and Colleagues. Rust, Zeithaml, and Lemon. Kumar and Colleagues. Relationship of Customer Equity to Brand Equity. Differences Between the Two Points of View. Reconciling the Two Points of View.
Part III Designing and Implementing Brand Marketing Programs
4 Choosing Brand Elements to Build Brand Equity
Learning Objectives PreviewCriteria for Choosing Brand ElementsMemorabilityMeaningfulnessLikability M&M’S® Brand Chocolate Candies TransferabilityAdaptabilityMichelin Man ProtectabilityOptions and Tactics for Brand ElementsBrand NamesNaming GuidelinesBrand AwarenessSimplicity and Ease of Pronunciation and SpellingFamiliarity and MeaningfulnessDifferentiated, Distinctive, and UniqueBrand Associations Colgate Wisp Naming Procedures Jetblue URLsLogos and SymbolsBenefitsCharacters Green GiantBenefitsCautions EvereadySlogansBenefitsHBODesigning SlogansUpdating SlogansJinglesPackaging Benefits 100-Calorie Packs Packaging at the Point of PurchasePackaging InnovationsPackage DesignPackaging ChangesPutting it All Together Tropicana. The Gap. Gatorade & Pepsi. Lessons. Packaging Can Influence Taste Packaging Can Influence Value Packaging Can Influence Consumption Packaging Can Influence How a Person Uses a Product MethodReview Discussion Questions Counterfeit and Imitator Brands Historical and Legal Precedence Trademark Issues Concerning Names Trademark Issues Concerning Packaging
5 Designing Marketing Programs to Build Brand Equity
Learning Objectives PreviewNew Perspectives on Marketing CLIF BarIntegrating Marketing Moosejaw MountaineeringPersonalizing MarketingExperiential MarketingRelationship MarketingMass CustomizationOne-to-One Marketing TescoPermission Marketing AmazonReconciling the Different Marketing ApproachesProduct StrategyPerceived QualityAftermarketingUser ManualsCustomer Service Programs Loyalty Programs American AirlinesSummary CVS Pricing StrategyConsumer Price Perceptions Setting Prices to Build Brand EquityValue Pricing HyundaiProduct Design and DeliveryProduct CostsProduct Prices Communicating ValuePrice SegmentationEveryday Low PricingThe P&G ExperienceReasons for Price StabilitySummaryChannel StrategyChannel Design TupperwareIndirect ChannelsPush and Pull Strategies Vlasic Channel Support John DeereRetail SegmentationCooperative AdvertisingSummaryDirect ChannelsCompany-Owned Stores Pop-Up StoresStore-Within-a-StoreOther Means Online StrategiesSummaryReview Discussion Questions Private Labels Private-Label Status Private-Label Branding Strategy Loblaws Major Brand Response to Private Labels Kleenex Future Developments
6 Integrating Marketing Communications to Build Brand Equity
Learning Objectives Preview The New Media Environment FiestaChallenges in Designing Brand-Building Communications Information Processing Model of CommunicationsRole of Multiple CommunicationsFour Major Marketing Communication OptionsAdvertisingTelevisionPros & Cons AppleGuidelines. Snickers® Brand SeinfeldFuture Prospects. Radio Motel 6PrintPros & Cons. AbsolutGuidelines. Direct ResponseGuidelines. PlaceBillboards and Posters. Movies, Airlines, Lounges, and Other Places. Product Placement. Point of Purchase. Guidelines. PromotionConsumer Promotions Walgreens Groupon Trade PromotionsOnline Marketing CommunicationsWeb SitesOnline Ads and Videos Coke’s “Happiness Machine”Social MediaPutting It All TogetherEvents and ExperiencesRationaleGuidelinesChoosing Sponsorship Opportunities. Designing Sponsorship Programs. Measuring Sponsorship Activities. NationwideMobile Marketing FoursquareBrand AmplifiersPublic Relations and PublicityWord-of-Mouth TremorDeveloping Integrated Marketing Communication ProgramsCriteria for IMC ProgramsCoverageContributionCommonalityComplementarityConformabilityCostUsing IMC Choice Criteria Strategies to Strengthen Communication Effects Brand Signatures Ad Retrieval Cues Media Interactions Evaluating Communication OptionsEstablishing Priorities and Trade-OffsReviewDiscussion Questions Roi 360-Degree Media Planning Value of TV Creative Quality
7 Leveraging Secondary Brand Associations to Build Brand Equity
Learning Objectives PreviewConceptualizing the Leveraging ProcessCreation of New Brand AssociationsEffects on Existing Brand KnowledgeGuidelinesCompanyBlue MoonCountry of Origin and Other Geographic Areas Brand AmericaChannels of DistributionCo-Branding Access Store Atmosphere Price and Promotion Cross-Category Assortment Within-Category AssortmentGuidelines Smart CarIngredient Branding Co-Branding Ingredient Branding Singapore Airlines Advantages and DisadvantagesGuidelinesLicensingDisney Consumer Products GuidelinesCelebrity Endorsement Oprah WinfreyPotential ProblemsGuidelines Q ScoresSporting, Cultural, or Other EventsPepsicoThird-Party Sources Grey GooseReviewDiscussion Questions Corporate Sponsorship Sponsorship ROI Ambush Marketing Beijing 2008 Summer Games London 2012 Summer Games City and Country Effects Summary
Part IV Measuring and Interpreting Brand Performance
8 Developing a Brand Equity Measurement and Management System
Learning Objectives PreviewThe New AccountabilityConducting Brand Audits Domino’s PizzaBrand InventoryRationaleBrand ExploratoryPreliminary Activities Interpreting Qualitative ResearchCriteriaMental Maps and Core Brand Associations Conducting Quantitative ResearchBrand Positioning and the Supporting Marketing Program Designing Brand Tracking StudiesWhat to TrackProduct–Brand TrackingCorporate or Family Brand Tracking Brand Awareness and Usage Brand Judgments Brand Performance Brand Imagery Brand Feelings Brand ResonanceGlobal TrackingHow to Conduct Tracking StudiesWhom to TrackWhen and Where to Track Millward Brown How to Interpret Tracking StudiesEstablishing A Brand Equity Management System Brand Charter Brand Equity ReportContentsDashboardsBrand Equity Responsibilities Overseeing Brand EquityOrganizational Design and StructuresManaging Marketing PartnersReview Discussion Questions Background History Private Ownership Brand Portfolio Brand Inventory Brand Elements Product Pricing Distribution Communications Advertising. Ambassadors. Sports and Culture. Philanthropy. Brand Exploratory Consumer Knowledge Brand Resonance Pyramid Competitive Analysis TAG Heuer. OMEGA. Patek Philippe. Strategic Recommendations Positioning Points-of-Parity Points-of-Difference. Brand Mantra. Tactical Recommendations Leverage the Company’s Independent, Continuous Heritage and Focus Leverage the Company’s Elite Craftsmanship and Innovation Connect with the Female Consumer Attack the Online Counterfeit Industry Use Marketing to Reach Younger Consumers Communicate Long-Term Value
9 Measuring Sources of Brand Equity: Capturing Customer Mind-Set
Learning Objectives PreviewQualitative Research TechniquesFree AssociationGuidelinesProjective TechniquesCompletion and Interpretation Tasks Comparison TasksArchetypesZaltman Metaphor Elicitation TechniqueNeural Research MethodsBrand Personality and Values The Big FiveEthnographic and Experiential Methods Hewlett-Packard (HP) Burton SnowboardsSummaryQuantitative Research TechniquesBrand AwarenessRecognitionRecallCorrections for GuessingStrategic ImplicationsBrand ImageOther ApproachesBrand ResponsesPurchase IntentionsLikelihood to RecommendBrand RelationshipsBehavioral Loyalty Attitudinal AttachmentSense of Community Active EngagementFournier’s Brand Relationship ResearchComprehensive Models of Consumer-Based Brand EquityBrandDynamicsRelationship to the CBBE ModelReview Discussion Questions Four Pillars Relationship Among the Pillars The Powergrid Applying Bav to Google Competitive Advantages on Brand Attributes Successful Category Extensions Successful Global Expansion Summary
10 Measuring Outcomes of Brand Equity: Capturing Market Performance
Learning Objectives PreviewComparative MethodsBrand-Based Comparative ApproachesApplications T-MobileCritiqueMarketing-Based Comparative Approaches ApplicationsCritiqueConjoint AnalysisApplicationsCritiqueHolistic Methods Liz ClaiborneResidual ApproachesScanner PanelChoice ExperimentsMulti-Attribute Attitude ModelsCritiqueValuation Approaches Coca-Cola Brand ValuationAccounting BackgroundHistorical PerspectivesGeneral ApproachesSimon and Sullivan’s Brand Equity Value 1. Finance 2. Brand Contribution 3. Category Expected Life 4. Brand Knowledge Structure (BKS) The Valuation Key DifferencesInterbrand’s Brand Valuation MethodologyBrand Financial PerformanceRole of BrandBrand StrengthSummaryReview Discussion Questions Stock Market Reactions Brand Equity. Marketing Activities. Accounting Perspectives on Brands58 IFRS 3 Business Combinations. IAS 38 Intangible Assets. IFRS 13 Fair Value Measurement. IFRS 36 Impairment of Assets.
Part V Growing and Sustaining Brand Equity
11 Designing and Implementing Brand Architecture Strategies
Learning Objectives PreviewDeveloping a Brand Architecture StrategyStep 1: Defining Brand PotentialArticulating the Brand Vision CrayolaDefining the Brand Boundaries VW Phaeton Processes Affecting Long-Term Brand Value Brand Vision. Brand Actualization. Components of Long-Term Brand Value Brand Persistence Brand Growth. Factors Influencing Brand Persistence and Growth Risks in the Marketing Environment. Firm Behaviors. A Key Implication Crafting the Brand PositioningStep 2: Identifying Brand Extension OpportunitiesStep 3: Branding New Products and ServicesSummaryBrand PortfoliosFlankersCash CowsLow-End, Entry-Level or High-End, Prestige BrandsSummaryBrand HierarchiesLevels of a Brand HierarchyCorporate or Company Brand LevelFamily Brand LevelIndividual Brand LevelModifier LevelProduct DescriptorDesigning a Brand HierarchySpecific Products to IntroduceNumber of Levels of the Brand Hierarchy Gatorade AcuraDesired Awareness and Image at Each Hierarchy LevelCombining Brand Elements from Different Levels Principle of ProminenceBranding Strategy ScreenLinking Brand Elements to Multiple ProductsCorporate Branding Corporate Image DimensionsCommon Product Attributes, Benefits, or AttitudesPeople and RelationshipsValues and Programs British AirwaysCorporate Credibility L.L. BeanSummaryManaging the Corporate BrandCorporate Social Responsibility Toms ShoesCorporate Image Campaigns Philips UBS General Mills Corporate Name ChangesRationale BolocoGuidelines Brand Architecture GuidelinesReview Discussion Questions Advantages of Cause Marketing Designing Cause-Marketing Programs Green Marketing GE Overexposure and Lack of Credibility. Consumer Behavior. Poor Implementation. Possible Solutions.
12 Introducing and Naming New Products and Brand Extensions
Learning Objectives PreviewNew Products and Brand Extensions Chobani Market Penetration Market Development Product Development DiversificationAdvantages of ExtensionsFacilitate New-Product AcceptanceImprove Brand ImageReduce Risk Perceived by CustomersIncrease the Probability of Gaining Distribution and Trial Increase Efficiency of Promotional ExpendituresReduce Costs of Introductory and Follow-Up Marketing ProgramsAvoid Cost of Developing a New BrandAllow for Packaging and Labeling EfficienciesPermit Consumer Variety-Seeking L’OrÉalProvide Feedback Benefits to the Parent BrandClarify Brand MeaningEnhance the Parent Brand ImageBring New Customers into the Brand Franchise and Increase Market Coverage Ocean SprayRevitalize the BrandPermit Subsequent Extensions BillabongDisadvantages of Brand ExtensionsCan Confuse or Frustrate Consumers Can Encounter Retailer ResistanceCan Fail and Hurt Parent Brand Image AudiCan Succeed but Cannibalize Sales of Parent BrandCan Succeed but Diminish Identification with Any One CategoryCan Succeed but Hurt the Image of the Parent BrandCan Dilute Brand Meaning GucciCan Cause the Company to Forgo the Chance to Develop a New Brand KindleUnderstanding How Consumers Evaluate Brand ExtensionsManagerial AssumptionsBrand Extensions and Brand Equity Creating Extension EquityContributing to Parent Brand Equity MichelinVertical Brand ExtensionsPros and Cons ExamplesNaming StrategiesEvaluating Brand Extension OpportunitiesDefine Actual and Desired Consumer Knowledge about the BrandIdentify Possible Extension CandidatesEvaluate the Potential of the Extension Candidate Consumer Factors BIC Corporate and Competitive FactorsCategory FactorsDesign Marketing Programs to Launch ExtensionChoosing Brand ElementsDesigning Optimal Marketing ProgramLeveraging Secondary Brand AssociationsEvaluate Extension Success and Effects on Parent Brand Equity Extension Guidelines Based on Academic Research Clorox Levi’s Tailored ClassicsReview Discussion Questions
13 Managing Brands Over Time
Learning Objectives PreviewReinforcing Brands ColdplayMaintaining Brand ConsistencyMarket Leaders and Failures Delta MichelobConsistency and ChangeProtecting Sources of Brand Equity Intel Fortifying versus Leveraging Wonder BreadFine-Tuning the Supporting Marketing ProgramProduct-Related Performance Associations TimexNon-Product-Related Imagery Associations MTVSummaryRevitalizing Brands Lacoste FebrezeExpanding Brand AwarenessIdentifying Additional or New Usage OpportunitiesIdentifying New and Completely Different Ways to Use the Brand CoachImproving Brand ImageIdentifying the Target Market Tommy HilfigerRepositioning the BrandChanging Brand ElementsAdjustments to the Brand PortfolioMigration StrategiesAcquiring New CustomersRetiring BrandsObsoleting Existing ProductsReview Discussion Questions The Tylenol Product Tampering Crisis The Tylenol Product Tampering Recovery Tylenol’s Quality Control Crises Crisis Marketing Guidelines Swiftness. Sincerity.
14 Managing Brands Over Geographic Boundaries and Market Segments
Learning Objectives PreviewRegional Market Segments Macy’sOther Demographic and Cultural SegmentsRationale for Going International OreoAdvantages of Global Marketing ProgramsEconomies of Scale in Production and DistributionLower Marketing CostsPower and ScopeConsistency in Brand ImageAbility to Leverage Good Ideas Quickly and EfficientlyUniformity of Marketing Practices MastercardDisadvantages of Global Marketing ProgramsDifferences in Consumer Needs, Wants, and Usage Patterns for ProductsDifferences in Consumer Response to Branding ElementsDifferences in Consumer Responses to Marketing Mix Elements Differences in Brand and Product Development and the Competitive EnvironmentDifferences in the Legal EnvironmentDifferences in Marketing InstitutionsDifferences in Administrative Procedures Global Brand StrategyGlobal Brand Equity Creating Brand Salience NiveaCrafting Brand ImageEliciting Brand ResponsesCultivating ResonanceGlobal Brand PositioningStandardization Versus CustomizationStandardization and CustomizationProduct Strategy Communication Strategy Johnnie WalkerDistribution Strategy DellPricing Strategy Developing versus Developed Markets Winning in IndiaBuilding Global Customer-Based Brand Equity1. Understand Similarities and Differences in the Global Branding Landscape Snuggle2. Don’t Take Shortcuts in Brand Building Kellogg3. Establish Marketing Infrastructure4. Embrace Integrated Marketing Communications DHL5. Cultivate Brand Partnerships6. Balance Standardization and Customization7. Balance Global and Local Control 8. Establish Operable Guidelines Colgate-Palmolive9. Implement a Global Brand Equity Measurement System Levi Strauss10. Leverage Brand Elements MarlboroReview Discussion Questions Growth at Home A Growing Consumer Class Foreign Interest KFC Emerging Local Leaders Chinese Internet Brands Locals Going Global
Part VI Closing Perspectives
15 Closing Observations
Learning Objectives PreviewStrategic Brand Management GuidelinesSummary of Customer-Based Brand Equity FrameworkSources of Brand Equity Outcomes of Brand EquityTactical GuidelinesBuilding Brand Equity ThemesMeasuring Brand EquityThemesManaging Brand EquityThemes What Makes a Strong Brand?Future Brand Priorities1. Fully and Accurately Factor the Consumer into the Branding Equation Renewed Emphasis on R&D New Communication ApproachesCustomer Diversity New Research Approaches New Branding Philosophy Customer Empowerment2. Go Beyond Product Performance and Rational Benefits3. Make the Whole of the Marketing Program Greater Than the Sum of the PartsSocial Media 4. Understand Where You Can Take a Brand (and How)Brand PotentialBrand ExtensionsBrand Elements 5. Do the “Right Thing” with BrandsCause MarketingProtecting Brand Equity 6. Take a Big Picture View of Branding Effects. Know What Is Working (and Why)Justifying Brand InvestmentsAchieving Deeper Brand UnderstandingFinding the Branding Sweet Spot Brand BalanceNew Capabilities for Brand MarketersReview Discussion Questions Online Industrial and Business-to-Business Products High-Tech Products Services Retailers Small Businesses
Epilogue
Index
A
B
C
D
E
F
G
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I
J
K
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M
N
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Content preview from Strategic Brand Management, Fourth Edition

15 Closing Observations

Learning Objectives

After reading this chapter, you should be able to

Understand the six future brand imperatives.
Identify the ten criteria for the brand report card.
Outline the seven deadly sins of brand management.

Strategic brand management needs to be a well thought out, carefully conducted process, helped by tools such as The Brand Report Card.

Source: Robyn Mackenzie/Shutterstock

Preview

This final chapter provides some closing observations concerning strategic brand management. First, we’ll briefly review the CBBE framework. Next, we highlight managerial guidelines and key themes that emerged in ...

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