Part V Growing and Sustaining Brand Equity
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
- About the Author
- Part I Opening Perspectives
- 1 Brands and Brand Management
- Learning Objectives
- Preview
- What is a Brand?
- Why Do Brands Matter?
- Can Anything Be Branded?
- What are the Strongest Brands?
- Branding Challenges and Opportunities
- The Brand Equity Concept
- Strategic Brand Management Process
- 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
- Making a Brand Strong: Brand Knowledge
- Sources of Brand Equity
- Identifying and Establishing Brand Positioning
- Positioning Guidelines
- Defining A Brand Mantra
- Review
- Discussion Questions
- 3 Brand Resonance and the Brand Value Chain
- Learning Objectives
- Preview
- Building A Strong Brand: The Four Steps of Brand Building
- The Brand Value Chain
- 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
- 5 Designing Marketing Programs to Build Brand Equity
- 6 Integrating Marketing Communications to Build Brand Equity
- 7 Leveraging Secondary Brand Associations to Build Brand Equity
- 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
- Designing Brand Tracking Studies
- Establishing A Brand Equity Management System
- Review
- Discussion Questions
- 9 Measuring Sources of Brand Equity: Capturing Customer Mind-Set
- Learning Objectives
- Preview
- Qualitative Research Techniques
- Quantitative Research Techniques
- Comprehensive Models of Consumer-Based Brand Equity
- Review
- Discussion Questions
- 10 Measuring Outcomes of Brand Equity: Capturing Market Performance
- Learning Objectives
- Preview
- Comparative Methods
- Holistic Methods
- Review
- Discussion Questions
- Stock Market Reactions
- 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
- Brand Portfolios
- Brand Hierarchies
- Corporate Branding
- Brand Architecture Guidelines
- Review
- Discussion Questions
- 12 Introducing and Naming New Products and Brand Extensions
- Learning Objectives
- Preview
- New Products and Brand Extensions
- 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
- Provide Feedback Benefits to the Parent Brand
- Facilitate New-Product Acceptance
- Disadvantages of Brand Extensions
- Can Confuse or Frustrate Consumers
- Can Encounter Retailer Resistance
- Can Fail and Hurt Parent Brand Image
- 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
- Can Cause the Company to Forgo the Chance to Develop a New Brand
- Understanding How Consumers Evaluate Brand Extensions
- Evaluating Brand Extension Opportunities
- Extension Guidelines Based on Academic Research
- Review
- Discussion Questions
- 13 Managing Brands Over Time
- 14 Managing Brands Over Geographic Boundaries and Market Segments
- Learning Objectives
- Preview
- Regional Market Segments
- Other Demographic and Cultural Segments
- Rationale for Going International
- Advantages of Global Marketing Programs
- 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
- Standardization Versus Customization
- Developing versus Developed Markets
- Building Global Customer-Based Brand Equity
- 1. Understand Similarities and Differences in the Global Branding Landscape
- 2. Don’t Take Shortcuts in Brand Building
- 3. Establish Marketing Infrastructure
- 4. Embrace Integrated Marketing Communications
- 5. Cultivate Brand Partnerships
- 6. Balance Standardization and Customization
- 7. Balance Global and Local Control
- 8. Establish Operable Guidelines
- 9. Implement a Global Brand Equity Measurement System
- 10. Leverage Brand Elements
- Review
- Discussion Questions
- 11 Designing and Implementing Brand Architecture Strategies
- Part VI Closing Perspectives
- 15 Closing Observations
- Learning Objectives
- Preview
- Strategic Brand Management Guidelines
- What Makes a Strong Brand?
- Future Brand Priorities
- 1. Fully and Accurately Factor the Consumer into the Branding Equation
- 2. Go Beyond Product Performance and Rational Benefits
- 3. Make the Whole of the Marketing Program Greater Than the Sum of the Parts
- 4. Understand Where You Can Take a Brand (and How)
- 5. Do the “Right Thing” with Brands
- 6. Take a Big Picture View of Branding Effects. Know What Is Working (and Why)
- Finding the Branding Sweet Spot
- Review
- Discussion Questions
- 15 Closing Observations
- Epilogue
- Index
- 8 Developing a Brand Equity Measurement and Management System
- 2 Customer-Based Brand Equity and Brand Positioning
- 1 Brands and Brand Management
Part V Growing and Sustaining Brand Equity
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