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Strategic Brand Management

Building, Measuring, and Managing Brand Equity

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Strategic Brand Management

Building, Measuring, and Managing Brand Equity

Kevin Lane Keller Tuck School of Business

Dartmouth College

4e

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Editor in Chief: Stephanie Wall Senior Acquisitions Editor: Erin Gardner Senior Editorial Project Manager: Kierra Bloom Editorial Assistant: Jacob Garber Director of Marketing: Maggie Moylan Executive Marketing Manager: Anne Fahlgren Senior Managing Editor: Judy Leale Senior Production Project Manager: Ann Pulido Senior Operations Supervisor: Arnold Vila Operation Specialist: Cathleen Petersen Creative Art Director: Blair Brown

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PreMediaGlobal Printer/Binder: Courier/Kendallville Cover Printer: Lehigh-Phoenix Color/Hagerstown Text Font: Times LT Std

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Microsoft® and Windows® are registered trademarks of the Microsoft Corporation in the U.S.A. and other countries. This book is not sponsored or endorsed by or affiliated with the Microsoft Corporation.

Copyright © 2013, 2008, 2003 by Pearson Education, Inc., publishing as Prentice Hall. All rights reserved. Manufactured in the United States of America. This publication is protected by Copyright, and permission should be obtained from the publisher prior to any prohibited reproduction, storage in a retrieval system, or transmission in any form or by any means, electronic, mechanical, photocopying, recording, or likewise. To obtain permission(s) to use material from this work, please submit a written request to Pearson Education, Inc., Permissions Department, One Lake Street, Upper Saddle River, New Jersey 07458, or you may fax your request to 201-236-3290.

Many of the designations by manufacturers and sellers to distinguish their products are claimed as trademarks. Where those designations appear in this book, and the publisher was aware of a trademark claim, the designations have been printed in initial caps or all caps.

Library of Congress Cataloging-in-Publication Data

Keller, Kevin Lane, 1956- Strategic brand management : building, measuring, and managing brand equity / Kevin Lane Keller.—4th ed. p. cm. ISBN 978-0-13-266425-7 (hbk.) 1. Brand name products—Management. I. Title.

HD69.B7K45 2013 658.8'27—dc23

2012024141 10 9 8 7 6 5 4 3 2 1

ISBN 10: 0-13-266425-9

ISBN 13: 978-0-13-266425-7

Dedication This book is dedicated to

my mother and the memory of my father with much love, respect, and admiration.

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PART I Opening Perspectives 1 Chapter 1 Brands and Brand Management 1

PART II Developing a Brand Strategy 39 Chapter 2 Customer-Based Brand Equity and Brand Positioning 39 Chapter 3 Brand Resonance and the Brand Value Chain 78

PART III Designing and Implementing Brand Marketing Programs 113 Chapter 4 Choosing Brand Elements to Build Brand Equity 113 Chapter 5 Designing Marketing Programs to Build Brand Equity 149 Chapter 6 Integrating Marketing Communications to Build Brand Equity 189 Chapter 7 Leveraging Secondary Brand Associations to Build Brand Equity 231

PART IV Measuring and Interpreting Brand Performance 263 Chapter 8 Developing a Brand Equity Measurement and Management System 263 Chapter 9 Measuring Sources of Brand Equity: Capturing Customer Mind-Set 296 Chapter 10 Measuring Outcomes of Brand Equity: Capturing Market Performance 334

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