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Strategic Brand Management : Building , Measuring, and Managing Brand Equity

by Keller, Kevin Lane

ISBN13:

9780131201156

ISBN10:

0131201158

Format:

Hardcover

Pub. Date:

1/1/1998

Publisher(s):

Prentice Hall

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Summary

Appropriate for MBA and upper-level undergraduate courses and executive education seminars on Brand Management, Brand Strategy, and Product Policy. Incorporating the latest thinking and developments from both academia and industry, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions and thus improving the long-term profitability of specific brand strategies. Finely-focused on how-to and why throughout, it provides specific tactical guidelines for planning, building, measuring, and managing brand equity. It includes numerous examples on virtually every topic and over 75 Branding Briefs that identify successful and unsuccessful brands and explain why they have been so.

Prologue: Branding Is Not Rocket Science

xvii

(2)

Preface

xix

(6)

Acknowledgments

xxv

(2)

About the Author

xxvii

PART I: OPENING PERSPECTIVES

(85)

CHAPTER 1 Introduction

(40)

Preview

(1)

What Is a Brand?

(5)

Brands versus Products

(4)

Why Do Brands Matter?

(3)

Consumers

(2)

Firms

(1)

Can Anything Be Branded?

(11)

Physical Goods

(4)

Services

(1)

Retailers and Distributors

(2)

People and Organizations

(2)

Sports, Art, and Entertainment

(1)

Geographical Locations

(2)

Examples of Strong Brands

(4)

Historical Origins of Branding

(9)

Emergence of National Manufacturer Brands: 1860-1914

(2)

Dominance of Mass Marketed Brands: 1915-1929

(1)

Challenges to Manufacturer Brands: 1930-1945

(1)

Establishment of Brand Management Standards: 1946-1985

(1)

New Branding Challenges and Opportunities: 1986-Present

(4)

Purpose of the Book

(4)

Review

(1)

Discussion Questions

(3)

CHAPTER 2 Brand Equity

(45)

Preview

(1)

Concept of Brand Equity

(3)

Customer-Based Brand Equity

(5)

Brand Knowledge

(4)

Sources of Brand Equity

(3)

Brand Awareness

(1)

Brand Image

(2)

Benefits from Brand Equity

(15)

Greater Loyalty and Less Vulnerability to Competitive Marketing Actions and Crises

(2)

Larger Margins

(8)

Greater Trade Cooperation and Support

(1)

Increased Marketing Communication Effectiveness

(1)

Possible Licensing Opportunities

(2)

Additional Brand Extension Opportunities

(1)

Other Benefits

(1)

Customer-Based Brand Equity Framework

(14)

Building Brand Equity

(7)

Measuring Brand Equity

(3)

Managing Brand Equity

(4)

Review

(1)

Organization of the Book

(1)

Discussion Questions

(2)

PART II BUILDING BRAND EQUITY

(221)

CHAPTER 3 Brand Knowledge Structures

(44)

Preview

(1)

Brand Awareness

(5)

Types of Brand Awareness

(3)

Consequences of Brand Awareness

(1)

Establishing Brand Awareness

(1)

Brand Image

(17)

Types of Brand Associations

(10)

Strength of Brand Associations

103

(3)

Favorability of Brand Associations

106

(2)

Uniqueness of Brand Associations

108

(1)

Determining the Desired Brand Knowledge Structures

109

(11)

Target Market

109

(7)

Nature of Competition

116

(1)

Points of Parity and Points of Difference

116

(4)

Review

120

(4)

Discussion Questions

124

(6)

CHAPTER 4 Choosing Brand Elements to Build Brand Equity

130

(45)

Preview

131

(1)

Brand Element Choice Criteria

131

(4)

Memorability

131

(1)

Meaningfulness

132

(1)

Transferability

133

(1)

Adaptability

133

(1)

Protectability

133

(2)

Brand Element Options and Tactics

135

(30)

Brand Names

135

(8)

Logos and Symbols

143

(3)

Characters

146

(5)

Slogans

151

(6)

Jingles

157

(1)

Packaging

157

(8)

Putting It All Together

165

(2)

Review

167

(1)

Discussion Questions

167

(8)

CHAPTER 5 Designing Marketing Programs to Build Brand Equity

175

(42)

Preview

176

(1)

Product Strategy

176

(5)

Perceived Quality

176

(2)

Perceived Value

178

(2)

Enhancing Consumption Experiences

180

(1)

Summary

181

(1)

Pricing Strategy

181

(10)

Consumer Price Perceptions

183

(1)

Setting Prices to Build Brand Equity

184

(7)

Channel Strategy

191

(14)

Channel Design

191

(1)

Indirect Channels

191

(5)

Direct Channels

196

(9)

Private Labels

205

(9)

Private Label Status

206

(1)

Private Label Branding Strategy

207

(3)

Major Brand Response to Private Labels

210

(3)

Future Developments

213

(1)

Review

214

(1)

Discussion Questions

214

(3)

CHAPTER 6 Integrating Marketing Communications to Build Brand Equity

217

(50)

Preview

218

(1)

Information Processing Model of Communications

219

(2)

Overview of Marketing Communication Options

221

(33)

Advertising

221

(18)

Promotions

239

(7)

Event Marketing and Sponsorship

246

(7)

Public Relations and Publicity

253

(1)

Personal Selling

253

(1)

Developing Integrated Marketing Communication Programs

254

(8)

"Mixing" Communication Options

255

(2)

"Matching" Communication Options

257

(5)

Review

262

(1)

Discussion Questions

263

(4)

CHAPTER 7 Leveraging Secondary Brand Associations to Build Brand Equity

267

(40)

Preview

268

(1)

Conceptualizing the Leveraging Process

269

(2)

Guidelines

270

(1)

Company

271

(6)

Country of Origin and Other Geographical Areas

277

(5)

Channels of Distribution

282

(1)

Co-Branding

283

(3)

Guidelines

285

(1)

Ingredient Branding

286

(2)

Guidelines

288

(1)

Licensing

288

(6)

Guidelines

293

(1)

Celebrity Endorser

294

(6)

Potential Problems

297

(2)

Guidelines

299

(1)

Sporting, Cultural, or Other Events

300

(1)

Third-Party Sources

301

(3)

Review

304

(1)

Discussion Questions

304

(3)

PART III: MEASURING BRAND EQUITY

307

(92)

CHAPTER 8 Measuring Sources of Brand Equity

307

(36)

Preview

307

(4)

Qualitative Research Techniques

311

(12)

Free Association

311

(2)

Projective Techniques

313

(4)

Zaltman Metaphor Elicitation Technique (ZMET)

317

(3)

Brand Personality and Values

320

(3)

Quantitative Research Techniques

323

(17)

Awareness

325

(9)

Image

334

(6)

Review

340

(1)

Discussion Questions

341

(2)

CHAPTER 9 Measuring Outcomes of Brand Equity

343

(28)

Preview

344

(1)

Comparative Methods

344

(10)

Brand-Based Comparative Approaches

345

(2)

Marketing-Based Comparative Approaches

347

(2)

Conjoint Analysis

349

(6)

Holistic Methods

354

(13)

Residual Approaches

354

(3)

Valuation Approaches

357

(10)

Review

367

(1)

Discussion Questions

368

(3)

CHAPTER 10 Brand Equity Measurement System

371

(28)

Preview

372

(1)

Conducting Brand Audits

373

(7)

Brand Inventory

374

(2)

Brand Exploratory

376

(3)

Branding Positioning and the Supporting Marketing Program

379

(1)

Designing Brand Tracking Studies

380

(8)

What to Track

380

(5)

How to Conduct Tracking Studies

385

(2)

How to Interpret Tracking Studies

387

(1)

Establishing a Brand Equity Management System

388

(6)

Brand Equity Charter

389

(1)

Brand Equity Report

390

(1)

Brand Equity Responsibilities

391

(3)

Review

394

(1)

Closing Thoughts

395

(2)

Discussion Questions

397

(2)

PART IV: MANAGING BRAND EQUITY

399

(194)

CHAPTER 11 Branding Strategies

399

(50)

Preview

400

(1)

Brand-Product Matrix

400

(9)

Definitions

400

(2)

Breadth of a Branding Strategy

402

(2)

Depth of a Branding Strategy

404

(5)

Brand Hierarchy

409

(19)

Definitions

409

(3)

Building Equity at Different Hierarchy Levels

412

(4)

Corporate Image Dimensions

416

(12)

Designing a Branding Strategy

428

(17)

Designing the Brand Hierarchy

430

(7)

Designing Supporting Marketing Programs

437

(8)

Review

445

(1)

Discussion Questions

446

(3)

CHAPTER 12 Introducing and Naming New Products and Brand Extensions

449

(51)

Preview

450

(1)

New Products and Brand Extensions

451

(4)

Advantages of Extensions

455

(8)

Facilitate New Product Acceptance

455

(3)

Provide Feedback Benefits to the Parent Brand

458

(5)

Disadvantages of Brand Extensions

463

(6)

Can Confuse or Frustrate Consumers

464

(1)

Can Encounter Retailer Resistance

464

(1)

Can Fail and Hurt Parent Brand Image

465

(1)

Can Succeed but Cannibalize Sales of Parent Brand

466

(1)

Can Succeed but Diminish Identification with Any One Category

466

(1)

Can Succeed but Hurt the Image of Parent Brand

467

(1)

Can Dilute Product Meaning

467

(2)

Can Forgo the Chance to Develop a New Brand

469

(1)

Understanding How Consumers Evaluate Brand Extensions

469

(4)

Managerial Assumptions

469

(3)

Brand Extensions and Brand Equity

472

(1)

Selected Extension Research Findings

473

(12)

Evaluating Brand Extension Opportunities

485

(10)

Define Actual and Desired Consumer Knowledge about the Brand

486

(1)

Identify Potential Extension Candidates

486

(1)

Evaluate Extension Candidate Potential

487

(2)

Design Marketing Programs to Launch Extension

489

(2)

Evaluate Extension Success and Effects on Parent Brand Equity

491

(4)

Review

495

(1)

Discussion Questions

495

(5)

CHAPTER 13 Managing Brands Over Time

500

(50)

Preview

501

(1)

Reinforcing Brands

502

(17)

Maintaining Brand Consistency

503

(3)

Protecting Sources of Brand Equity

506

(1)

Fortifying versus Leveraging

507

(1)

Fine-Tuning the Supporting Marketing Program

508

(11)

Revitalizing Brands

519

(15)

Expanding Brand Awareness

523

(5)

Improving Brand Image

528

(5)

Entering New Markets

533

(1)

Adjustments to the Brand Portfolio

534

(7)

Migration Strategies

535

(1)

Acquiring New Customers

535

(4)

Retiring Brands

539

(2)

Special Topics

541

(3)

Corporate Name Changes

541

(2)

Managing a Brand Crisis

543

(1)

Review

544

(2)

Reinforcing Brands

545

(1)

Revitalizing Brands

545

(1)

Discussion Questions

546

(4)

CHAPTER 14 Managing Brands over Geographical Boundaries, Cultures, and Market Segments

550

(43)

Preview

551

(1)

Rationale for Going Abroad

552

(1)

Advantages of Global Marketing Programs

553

(3)

Economies of Scale in Production and Distribution

554

(1)

Lower Marketing Costs

554

(1)

Power and Scope

554

(1)

Consistency in Brand Image

555

(1)

Ability to Leverage Good Ideas Quickly and Efficiently

555

(1)

Uniformity of Marketing Practices

555

(1)

Disadvantages of Global Marketing Programs

556

(3)

Differences in Consumer Needs, Wants, and Usage Patterns for Products

556

(1)

Differences in Consumer Response to Marketing Mix Elements

556

(1)

Differences in Brand and Product Development and the Competitive Environment

557

(1)

Differences in the Legal Environment

557

(2)

Differences in Marketing Institutions

559

(1)

Differences in Administrative Procedures

559

(1)

Global Branding Decisions

559

(13)

Selecting Global Markets

560

(1)

Devising Global Market Entry Strategies

561

(3)

Designing Global Marketing Programs

564

(7)

Organizing the Global Marketing Effort

571

(1)

Building Global Customer-Based Brand Equity

572

(11)

Choosing Brand Elements

573

(1)

Developing Supporting Marketing Programs

573

(9)

Leveraging Secondary Brand Associations

582

(1)

Building Brand Equity Across Other Market Segments

583

(4)

Regional Market Segments

583

(1)

Other Demographic and Cultural Segments

584

(3)

Review

587

(1)

Discussion Questions

588

(5)

PART V: APPLICATIONS

593

CHAPTER 15 Closing Observations

593

Preview

594

(1)

Strategic Brand Management Guidelines

594

(7)

Summary of Customer-Based Brand Equity Framework

594

(3)

Tactical Guidelines

597

(4)

What Makes a Strong Brand?

601

(1)

Special Applications

602

(20)

Industrial Goods

602

(8)

High-Tech Products

610

(2)

Services

612

(4)

Ratailers

616

(1)

Small Businesses

617

(5)

Comparisons with Other Models of Brand Equity

622

(10)

The Aaker Model

622

(3)

The Young and Rubicam "BrandAsset Valuator" (TM) Model

625

(7)

Future Prospects

632

(2)

Role of Brands

632

(1)

Building Brand Equity

632

(1)

Measuring Brand Equity

633

(1)

Managing Brand Equity

634

(1)

Review

634

(1)

Discussion Questions

634

APPENDIX A Levi's Dockers: Creating a Sub-Brand

A-1

Introduction

A-1

The Origins of Levi Strauss & Co. and Levi's 501 Jeans

A-1

Diversification: 1970-1984

A-2

Levi Strauss & Co.'s Communications Strategy

A-4

Back to Basics

A-4

Retail Relations

A-5

Strengthening the Brand Image

A-6

501 Blues

A-6

New Challenges

A-7

Developing a Marketing Strategy

A-8

Introducing "New Casuals"

A-9

Branding "New Casuals"

A-10

Introducing New Casuals to the Retail Trade

A-10

Launching Dockers to the Consumer

A-11

Advertising Strategy

A-12

Advertising Executions

A-13

Media Strategy

A-13

Additional Promotion Activities

A-14

Discussion Questions

A-14

APPENDIX B Intel Corporation: Branding an Ingredient

B-1

Introduction

B-1

Company Background

B-2

The Microprocessor Industry in 1991

B-3

Branding Issues Confronting Intel

B-4

Initial Branding Efforts

B-4

Evolution of the "Intel Inside" Branding Strategy

B-5

Choosing a Logo

B-7

Communications Strategy

B-8

Enlisting Support of OEMs

B-8

"Intel Inside" Program

B-8

OEMs and the Intel Inside Program

B-9

Intel's Ad Campaign

B-9

Intel Inside Program in 1992

B-12

Branding "P5"

B-13

Naming "P5"

B-14

Name Selection

B-15

Communicating the New Name

B-16

Launching the Pentium(R) Processor

B-17

The Pentium Processor Product Announcement

B-18

Indications of Success

B-20

What Next?

B-21

Discussion Questions

B-21

APPENDIX C The California Milk Processor Board: Branding a Commodity

C-1

Introduction

C-1

The Dairy Industry

C-2

Farmers

C-2

Processors

C-3

Retailers

C-3

Other Channels of Distribution

C-4

Dairy Promotion Groups in California

C-4

National Dairy Promotion and Research Board (NDPRB)

C-4

United Dairy Industry Association (UDIA)

C-5

California Cheese and Butter Association (CCBA)

C-5

California Milk Advisory Board (CMAB)

C-5

Diary Council of California (DCC)

C-5

California Milk Processor Board (CMPB)

C-5

Marketing a Brand versus Marketing a Commodity

C-6

Supply Side Differences in Commodity Marketing

C-6

Demand Side Differences in Commodity Marketing

C-7

Other Commodity Markets

C-8

The Beverage Category

C-8

Soft Drinks

C-9

Juice Juice Drinks

C-9

Coffee

C-10

Tea

C-10

Bottled Water

C-10

Previous Milk Promotion Campaigns

C-11

Consumer Preferences for Milk in California

C-12

The UDIA Consumer Study

C-14

Factors Affecting Consumption

C-14

Relationship of Milk with Other Foods

C-16

Potential Consumer Segments for Milk

C-17

Developing a Branding Strategy for Milk

C-18

Invest in R&D to Expand the Number of Flavors Available

C-19

Expand the Potential Usage Occasions

C-19

Develop an Extensive Push Strategy via a Direct Sales Force

C-20

Expand the Market through Other Channels such as Food Service and School Cafeterias

C-20

Cooperate with Consumer Packaged Goods and Do Joint Promotions

C-20

Embark on a Campaign to Clear the Confusion About the Health Content of Milk

C-21

Generate an Image for Milk through Advertising

C-21

Target Latinos and Aging Americans

C-21

Strategy Implementation

C-22

Campaign Objectives

C-22

Target Market

C-23

"Got Milk?" Campaign Creative Development

C-24

Additional Communications Programs

C-25

Media Strategy

C-26

Results

C-26

Discussion Questions

C-26

APPENDIX D Nivea: Managing a Brand Portfolio

D-1

Background

D-1

Development of the Nivea Brand: 1912-1970

D-2

Nivea Creme Brand Identity and Values

D-3

Early Nivea Advertising

D-3

Nivea's First Competitive Challenge: the 1970s

D-4

Revitalizing Nivea Creme

D-4

Extending the Nivea Brand

D-5

Positioning Strategies for Nivea Sub-Brands

D-7

Nivea Body

D-7

Nivea Visage

D-8

Nivea Sun

D-10

Nivea for Men

D-10

Nivea Shower and Bath

D-11

Nivea Hair Care

D-11

Nivea Deo

D-12

Rationalizing the Nivea Brand

D-12

Linking the Nivea Brand to Consumer Values in the 1990s

D-14

Developing Cosmed's Corporate Strategy

D-14

Executing the Nivea Brand Philosophy in the 1990s

D-15

The Blue Manifesto Advertising Campaign

D-16

Strategies for the Future

D-17

Discussion Questions

D-18

APPENDIX E Nike: Building a Global Brand

E-1

Nike's Domestic History

E-1

The Early Years

E-1

The Formative Years

E-3

The Troubled Years

E-5

The Transition Years

E-6

The Dominant Years

E-8

Nike's European History

E-10

Initial Growth

E-10

Further Expansion

E-12

Regaining Control

E-13

Nike in 1992

E-14

Hitting Its Stride

E-17

Next Steps

E-18

Discussion Questions

E-19

Epilogue

EP-1

Credits

CR-1

Index

I-1

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Strategic Brand Management : Building , Measuring, and Managing Brand Equity

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