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Part VI Closing Perspectives
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Part VI Closing Perspectives
by Kevin Lane Keller
Strategic Brand Management, Fourth Edition
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
Preview
What is a Brand?
Brand Elements
Brands versus Products
Why Do Brands Matter?
Consumers
Firms
Can Anything Be Branded?
Physical Goods
Business-to-business products
Cisco
High-tech Products
Intuit
Services
Role of Branding with Services
Professional Services
Retailers and Distributors
Online Products and Services
Google
People and Organizations
Rachael Ray
UNICEF
Sports, Arts, and Entertainment
Harry Potter
Geographic Locations
Ideas and Causes
What are the Strongest Brands?
Branding Challenges and Opportunities
Savvy Customers
Converse
Economic Downturns
Brand 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 Offerings
Media Transformation
Old Spice
Increased Competition
Increased Costs
Greater Accountability
The Brand Equity Concept
Strategic Brand Management Process
Identifying and Developing Brand Plans
Designing and Implementing Brand Marketing Programs
Choosing Brand Elements
Integrating the Brand into Marketing Activities and the Supporting Marketing Program
Leveraging Secondary Associations
Measuring and Interpreting Brand Performance
Growing and Sustaining Brand Equity
Defining Brand Architecture
Managing Brand Equity over Time
Managing Brand Equity over Geographic Boundaries, Cultures, and Market Segments
Review
Discussion 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
Preview
Customer-Based Brand Equity
Defining Customer-Based Brand Equity
Brand Equity as a Bridge
Brands as a Reflection of the Past
SNICKERS® Brand
Brands as a Direction for the Future
DISCOVERY CHANNEL
Making a Brand Strong: Brand Knowledge
Sources of Brand Equity
Brand Awareness
Advantages of Brand Awareness
Establishing Brand Awareness
Gannett
Brand Image
ALLY FINANCIAL
The Body Shop
Strength of Brand Associations
Favorability of Brand Associations
Uniqueness of Brand Associations
Identifying and Establishing Brand Positioning
Basic Concepts
Target Market
Segmentation Bases
Criteria
Nature of Competition
Indirect Competition
Multiple Frames of Reference
Points-of-Parity and Points-of-Difference
Points-of-Difference Associations
Subaru
Points-of-Parity Associations
Category points-of-parity
Competitive points-of-parity
Correlational points-of-parity
Points-of-Parity versus Points-of-Difference
Positioning Guidelines
Defining and Communicating the Competitive Frame of Reference
Freeline Skates
Communicating Category Benefits
Exemplars
Product Descriptor
Choosing Points-of-Difference
Desirability Criteria
Deliverability Criteria
Differentiation Criteria
Establishing Points-of-Parity and Points-of-Difference
Separate the Attributes
Leverage Equity of Another Entity
Miller Lite
Redefine the Relationship
Apple
Straddle Positions
BMW
Updating Positioning over Time
Laddering
Reacting
Developing a Good Positioning
Defining A Brand Mantra
Brand Mantras
Designing a Brand Mantra
Implementing a Brand Mantra
Review
Discussion 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
Preview
Building A Strong Brand: The Four Steps of Brand Building
Brand Salience
Breadth and Depth of Awareness
Tropicana
Product Category Structure
Strategic Implications
Campbell’s Soup
Summary
Brand Performance
Subway
Brand Imagery
User Imagery
Purchase and Usage Imagery
Brand Personality and Values
Chrysler
Brand History, Heritage, and Experiences
Summary
Brand Judgments
Brand Quality
Brand Credibility
FedEx
Brand Consideration
Brand Superiority
Brand Feelings
W Hotels
Summary
Brand Resonance
Behavioral Loyalty
Attitudinal Attachment
Sense of Community
Active Engagement
BMW
Apple
Harley-Davidson
Jeep
Summary
Brand-Building Implications
Customers Own the Brands
Don’t Take Shortcuts with Brands
Brands Should Have a Duality
Mastercard
Brands Should Have Richness
Brand Resonance Provides Important Focus
Shutterfly
The Brand Value Chain
Value Stages
Marketing Program Investment
Program Quality Multiplier
Customer Mind-Set
Marketplace Conditions Multiplier
Market Performance
Investor Sentiment Multiplier
Shareholder Value
Implications
Review
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
Preview
Criteria for Choosing Brand Elements
Memorability
Meaningfulness
Likability
M&M’S® Brand Chocolate Candies
Transferability
Adaptability
Michelin Man
Protectability
Options and Tactics for Brand Elements
Brand Names
Naming Guidelines
Brand Awareness
Simplicity and Ease of Pronunciation and Spelling
Familiarity and Meaningfulness
Differentiated, Distinctive, and Unique
Brand Associations
Colgate Wisp
Naming Procedures
Jetblue
URLs
Logos and Symbols
Benefits
Characters
Green Giant
Benefits
Cautions
Eveready
Slogans
Benefits
HBO
Designing Slogans
Updating Slogans
Jingles
Packaging
Benefits
100-Calorie Packs
Packaging at the Point of Purchase
Packaging Innovations
Package Design
Packaging Changes
Putting 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
Method
Review
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
Preview
New Perspectives on Marketing
CLIF Bar
Integrating Marketing
Moosejaw Mountaineering
Personalizing Marketing
Experiential Marketing
Relationship Marketing
Mass Customization
One-to-One Marketing
Tesco
Permission Marketing
Amazon
Reconciling the Different Marketing Approaches
Product Strategy
Perceived Quality
Aftermarketing
User Manuals
Customer Service Programs
Loyalty Programs
American Airlines
Summary
CVS
Pricing Strategy
Consumer Price Perceptions
Setting Prices to Build Brand Equity
Value Pricing
Hyundai
Product Design and Delivery
Product Costs
Product Prices
Communicating Value
Price Segmentation
Everyday Low Pricing
The P&G Experience
Reasons for Price Stability
Summary
Channel Strategy
Channel Design
Tupperware
Indirect Channels
Push and Pull Strategies
Vlasic
Channel Support
John Deere
Retail Segmentation
Cooperative Advertising
Summary
Direct Channels
Company-Owned Stores
Pop-Up Stores
Store-Within-a-Store
Other Means
Online Strategies
Summary
Review
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
Fiesta
Challenges in Designing Brand-Building Communications
Information Processing Model of Communications
Role of Multiple Communications
Four Major Marketing Communication Options
Advertising
Television
Pros & Cons
Apple
Guidelines.
Snickers® Brand
Seinfeld
Future Prospects.
Radio
Motel 6
Print
Pros & Cons.
Absolut
Guidelines.
Direct Response
Guidelines.
Place
Billboards and Posters.
Movies, Airlines, Lounges, and Other Places.
Product Placement.
Point of Purchase.
Guidelines.
Promotion
Consumer Promotions
Walgreens
Groupon
Trade Promotions
Online Marketing Communications
Web Sites
Online Ads and Videos
Coke’s “Happiness Machine”
Social Media
Putting It All Together
Events and Experiences
Rationale
Guidelines
Choosing Sponsorship Opportunities.
Designing Sponsorship Programs.
Measuring Sponsorship Activities.
Nationwide
Mobile Marketing
Foursquare
Brand Amplifiers
Public Relations and Publicity
Word-of-Mouth
Tremor
Developing Integrated Marketing Communication Programs
Criteria for IMC Programs
Coverage
Contribution
Commonality
Complementarity
Conformability
Cost
Using IMC Choice Criteria
Strategies to Strengthen Communication Effects
Brand Signatures
Ad Retrieval Cues
Media Interactions
Evaluating Communication Options
Establishing Priorities and Trade-Offs
Review
Discussion Questions
Roi
360-Degree Media Planning
Value of TV
Creative Quality
7 Leveraging Secondary Brand Associations to Build Brand Equity
Learning Objectives
Preview
Conceptualizing the Leveraging Process
Creation of New Brand Associations
Effects on Existing Brand Knowledge
Guidelines
Company
Blue Moon
Country of Origin and Other Geographic Areas
Brand America
Channels of Distribution
Co-Branding
Access
Store Atmosphere
Price and Promotion
Cross-Category Assortment
Within-Category Assortment
Guidelines
Smart Car
Ingredient Branding
Co-Branding
Ingredient Branding
Singapore Airlines
Advantages and Disadvantages
Guidelines
Licensing
Disney Consumer Products
Guidelines
Celebrity Endorsement
Oprah Winfrey
Potential Problems
Guidelines
Q Scores
Sporting, Cultural, or Other Events
Pepsico
Third-Party Sources
Grey Goose
Review
Discussion 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
Preview
The New Accountability
Conducting Brand Audits
Domino’s Pizza
Brand Inventory
Rationale
Brand Exploratory
Preliminary Activities
Interpreting Qualitative Research
Criteria
Mental Maps and Core Brand Associations
Conducting Quantitative Research
Brand Positioning and the Supporting Marketing Program
Designing Brand Tracking Studies
What to Track
Product–Brand Tracking
Corporate or Family Brand Tracking
Brand Awareness and Usage
Brand Judgments
Brand Performance
Brand Imagery
Brand Feelings
Brand Resonance
Global Tracking
How to Conduct Tracking Studies
Whom to Track
When and Where to Track
Millward Brown
How to Interpret Tracking Studies
Establishing A Brand Equity Management System
Brand Charter
Brand Equity Report
Contents
Dashboards
Brand Equity Responsibilities
Overseeing Brand Equity
Organizational Design and Structures
Managing Marketing Partners
Review
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
Preview
Qualitative Research Techniques
Free Association
Guidelines
Projective Techniques
Completion and Interpretation Tasks
Comparison Tasks
Archetypes
Zaltman Metaphor Elicitation Technique
Neural Research Methods
Brand Personality and Values
The Big Five
Ethnographic and Experiential Methods
Hewlett-Packard (HP)
Burton Snowboards
Summary
Quantitative Research Techniques
Brand Awareness
Recognition
Recall
Corrections for Guessing
Strategic Implications
Brand Image
Other Approaches
Brand Responses
Purchase Intentions
Likelihood to Recommend
Brand Relationships
Behavioral Loyalty
Attitudinal Attachment
Sense of Community
Active Engagement
Fournier’s Brand Relationship Research
Comprehensive Models of Consumer-Based Brand Equity
BrandDynamics
Relationship to the CBBE Model
Review
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
Preview
Comparative Methods
Brand-Based Comparative Approaches
Applications
T-Mobile
Critique
Marketing-Based Comparative Approaches
Applications
Critique
Conjoint Analysis
Applications
Critique
Holistic Methods
Liz Claiborne
Residual Approaches
Scanner Panel
Choice Experiments
Multi-Attribute Attitude Models
Critique
Valuation Approaches
Coca-Cola Brand Valuation
Accounting Background
Historical Perspectives
General Approaches
Simon and Sullivan’s Brand Equity Value
1. Finance
2. Brand Contribution
3. Category Expected Life
4. Brand Knowledge Structure (BKS)
The Valuation
Key Differences
Interbrand’s Brand Valuation Methodology
Brand Financial Performance
Role of Brand
Brand Strength
Summary
Review
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
Preview
Developing a Brand Architecture Strategy
Step 1: Defining Brand Potential
Articulating the Brand Vision
Crayola
Defining 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 Positioning
Step 2: Identifying Brand Extension Opportunities
Step 3: Branding New Products and Services
Summary
Brand Portfolios
Flankers
Cash Cows
Low-End, Entry-Level or High-End, Prestige Brands
Summary
Brand Hierarchies
Levels of a Brand Hierarchy
Corporate or Company Brand Level
Family Brand Level
Individual Brand Level
Modifier Level
Product Descriptor
Designing a Brand Hierarchy
Specific Products to Introduce
Number of Levels of the Brand Hierarchy
Gatorade
Acura
Desired Awareness and Image at Each Hierarchy Level
Combining Brand Elements from Different Levels
Principle of Prominence
Branding Strategy Screen
Linking Brand Elements to Multiple Products
Corporate Branding
Corporate Image Dimensions
Common Product Attributes, Benefits, or Attitudes
People and Relationships
Values and Programs
British Airways
Corporate Credibility
L.L. Bean
Summary
Managing the Corporate Brand
Corporate Social Responsibility
Toms Shoes
Corporate Image Campaigns
Philips
UBS
General Mills
Corporate Name Changes
Rationale
Boloco
Guidelines
Brand Architecture Guidelines
Review
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
Preview
New Products and Brand Extensions
Chobani
Market Penetration
Market Development
Product Development
Diversification
Advantages of Extensions
Facilitate New-Product Acceptance
Improve Brand Image
Reduce Risk Perceived by Customers
Increase the Probability of Gaining Distribution and Trial
Increase Efficiency of Promotional Expenditures
Reduce Costs of Introductory and Follow-Up Marketing Programs
Avoid Cost of Developing a New Brand
Allow for Packaging and Labeling Efficiencies
Permit Consumer Variety-Seeking
L’OrÉal
Provide Feedback Benefits to the Parent Brand
Clarify Brand Meaning
Enhance the Parent Brand Image
Bring New Customers into the Brand Franchise and Increase Market Coverage
Ocean Spray
Revitalize the Brand
Permit Subsequent Extensions
Billabong
Disadvantages of Brand Extensions
Can Confuse or Frustrate Consumers
Can Encounter Retailer Resistance
Can Fail and Hurt Parent Brand Image
Audi
Can Succeed but Cannibalize Sales of Parent Brand
Can Succeed but Diminish Identification with Any One Category
Can Succeed but Hurt the Image of the Parent Brand
Can Dilute Brand Meaning
Gucci
Can Cause the Company to Forgo the Chance to Develop a New Brand
Kindle
Understanding How Consumers Evaluate Brand Extensions
Managerial Assumptions
Brand Extensions and Brand Equity
Creating Extension Equity
Contributing to Parent Brand Equity
Michelin
Vertical Brand Extensions
Pros and Cons
Examples
Naming Strategies
Evaluating Brand Extension Opportunities
Define Actual and Desired Consumer Knowledge about the Brand
Identify Possible Extension Candidates
Evaluate the Potential of the Extension Candidate
Consumer Factors
BIC
Corporate and Competitive Factors
Category Factors
Design Marketing Programs to Launch Extension
Choosing Brand Elements
Designing Optimal Marketing Program
Leveraging Secondary Brand Associations
Evaluate Extension Success and Effects on Parent Brand Equity
Extension Guidelines Based on Academic Research
Clorox
Levi’s Tailored Classics
Review
Discussion Questions
13 Managing Brands Over Time
Learning Objectives
Preview
Reinforcing Brands
Coldplay
Maintaining Brand Consistency
Market Leaders and Failures
Delta
Michelob
Consistency and Change
Protecting Sources of Brand Equity
Intel
Fortifying versus Leveraging
Wonder Bread
Fine-Tuning the Supporting Marketing Program
Product-Related Performance Associations
Timex
Non-Product-Related Imagery Associations
MTV
Summary
Revitalizing Brands
Lacoste
Febreze
Expanding Brand Awareness
Identifying Additional or New Usage Opportunities
Identifying New and Completely Different Ways to Use the Brand
Coach
Improving Brand Image
Identifying the Target Market
Tommy Hilfiger
Repositioning the Brand
Changing Brand Elements
Adjustments to the Brand Portfolio
Migration Strategies
Acquiring New Customers
Retiring Brands
Obsoleting Existing Products
Review
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
Preview
Regional Market Segments
Macy’s
Other Demographic and Cultural Segments
Rationale for Going International
Oreo
Advantages of Global Marketing Programs
Economies of Scale in Production and Distribution
Lower Marketing Costs
Power and Scope
Consistency in Brand Image
Ability to Leverage Good Ideas Quickly and Efficiently
Uniformity of Marketing Practices
Mastercard
Disadvantages of Global Marketing Programs
Differences in Consumer Needs, Wants, and Usage Patterns for Products
Differences in Consumer Response to Branding Elements
Differences in Consumer Responses to Marketing Mix Elements
Differences in Brand and Product Development and the Competitive Environment
Differences in the Legal Environment
Differences in Marketing Institutions
Differences in Administrative Procedures
Global Brand Strategy
Global Brand Equity
Creating Brand Salience
Nivea
Crafting Brand Image
Eliciting Brand Responses
Cultivating Resonance
Global Brand Positioning
Standardization Versus Customization
Standardization and Customization
Product Strategy
Communication Strategy
Johnnie Walker
Distribution Strategy
Dell
Pricing Strategy
Developing versus Developed Markets
Winning in India
Building Global Customer-Based Brand Equity
1. Understand Similarities and Differences in the Global Branding Landscape
Snuggle
2. Don’t Take Shortcuts in Brand Building
Kellogg
3. Establish Marketing Infrastructure
4. Embrace Integrated Marketing Communications
DHL
5. Cultivate Brand Partnerships
6. Balance Standardization and Customization
7. Balance Global and Local Control
8. Establish Operable Guidelines
Colgate-Palmolive
9. Implement a Global Brand Equity Measurement System
Levi Strauss
10. Leverage Brand Elements
Marlboro
Review
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
Preview
Strategic Brand Management Guidelines
Summary of Customer-Based Brand Equity Framework
Sources of Brand Equity
Outcomes of Brand Equity
Tactical Guidelines
Building Brand Equity
Themes
Measuring Brand Equity
Themes
Managing Brand Equity
Themes
What Makes a Strong Brand?
Future Brand Priorities
1. Fully and Accurately Factor the Consumer into the Branding Equation
Renewed Emphasis on R&D
New Communication Approaches
Customer Diversity
New Research Approaches
New Branding Philosophy
Customer Empowerment
2. Go Beyond Product Performance and Rational Benefits
3. Make the Whole of the Marketing Program Greater Than the Sum of the Parts
Social Media
4. Understand Where You Can Take a Brand (and How)
Brand Potential
Brand Extensions
Brand Elements
5. Do the “Right Thing” with Brands
Cause Marketing
Protecting Brand Equity
6. Take a Big Picture View of Branding Effects. Know What Is Working (and Why)
Justifying Brand Investments
Achieving Deeper Brand Understanding
Finding the Branding Sweet Spot
Brand Balance
New Capabilities for Brand Marketers
Review
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
H
I
J
K
L
M
N
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15 Closing Observations
Part
VI
Closing Perspectives
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