Strategic Brand Management and Development

Chapter2

Developing brand equity, positioning, personality, and values

Chapter aims and learning outcomes

This chapter corresponds to the first stage of Keller and Swaminathan’s (2020) strategic brand management process, i.e. identifying and developing brand plans (see Figure 2.1). More specifically, it aims to achieve the following:

1.Provide an in-depth discussion of the Customer-Based Brand Equity (CBBE) pyramid model and its components.

2.Explore how organisations can build successful brand positioning and how this contributes to brand equity development.

3.Discuss the concepts of brand personality and brand values and highlight their role in creating successful brand positioning.

Figure 2.1Strategic brand management process and ...