Strategic Brand ManagementBuilding, Measuring, and Managing 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
Strategic Brand Management
Building, Measuring, and Managing Brand Equity
4e
Kevin Lane Keller
Tuck School of Business Dartmouth College
Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal Toronto Delhi Mexico City São Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo
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