“strategic brand management”, 4th edition, kevin l. keller, pearson, isbn 978-0-13-266425-7.

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Strategic Brand Management

Building, Measuring, and Managing Brand Equity Global Edition

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Strategic Brand Management

Building, Measuring, and Managing Brand Equity Global Edition

Kevin Lane Keller Tuck School of Business

Dartmouth College

4e

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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 29 Chapter 1 Brands and Brand Management 29

PART II Developing a Brand Strategy 67 Chapter 2 Customer-Based Brand Equity and Brand Positioning 67 Chapter 3 Brand Resonance and the Brand Value Chain 106

PART III Designing and Implementing Brand Marketing Programs 141 Chapter 4 Choosing Brand Elements to Build Brand Equity 141 Chapter 5 Designing Marketing Programs to Build Brand Equity 177 Chapter 6 Integrating Marketing Communications to Build Brand Equity 217 Chapter 7 Leveraging Secondary Brand Associations to Build Brand Equity 259

PART IV Measuring and Interpreting Brand Performance 291 Chapter 8 Developing a Brand Equity Measurement and Management System 291 Chapter 9 Measuring Sources of Brand Equity: Capturing Customer Mind-Set 324 Chapter 10 Measuring Outcomes of Brand Equity: Capturing Market Performance 362

PART V Growing and Sustaining Brand Equity 385 Chapter 11 Designing and Implementing Branding Architecture Strategies 385 Chapter 12 Introducing and Naming New Products and Brand Extensions 431 Chapter 13 Managing Brands Over Time 477 Chapter 14 Managing Brands Over Geographic Boundaries and Market Segments 509

PART VI Closing Perspectives 547 Chapter 15 Closing Observations 547

Brief Contents

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Contents

Prologue: Branding Is Not Rocket Science 19 Preface 21 Acknowledgments 26 About the Author 28

PART I Opening Perspectives 29 Chapter 1 Brands and Brand Management 29

Preview 30 What Is a Brand? 30

Brand Elements 30 Brands versus Products 31

BRANDING BRIEF 1-1: Coca-Cola’s Branding Lesson 32 Why Do Brands Matter? 34

Consumers 34 Firms 35

Can Anything Be Branded? 36 Physical Goods 37

BRANDING BRIEF 1-2: Branding Commodities 38 THE SCIENCE OF BRANDING 1-1: Understanding Business-to-Business Branding 40 THE SCIENCE OF BRANDING 1-2: Understanding High-Tech Branding 41 Services 42 Retailers and Distributors 43 Online Products and Services 43 People and Organizations 45 Sports, Arts, and Entertainment 46

BRANDING BRIEF 1-3: Place Branding 48 Geographic Locations 48 Ideas and Causes 48

What Are the Strongest Brands? 48 THE SCIENCE OF BRANDING 1-3: Understanding Market Leadership 50

Branding Challenges and Opportunities 52 Savvy Customers 52 Economic Downturns 54 Brand Proliferation 54

THE SCIENCE OF BRANDING 1-4: Marketing Brands in a Recession 55 Media Transformation 55 Increased Competition 56 Increased Costs 56 Greater Accountability 56

The Brand Equity Concept 57

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10 CONTENTS

Strategic Brand Management Process 58 Identifying and Developing Brand Plans 58 Designing and Implementing Brand Marketing Programs 58 Measuring and Interpreting Brand Performance 60 Growing and Sustaining Brand Equity 60

Review 61 Discussion Questions 61 BRAND FOCUS 1.0: History of Branding 61 Notes 64

PART II Developing a Brand Strategy 67 Chapter 2 Customer-Based Brand Equity and Brand Positioning 67

Preview 68 Customer-Based Brand Equity 68

Defining Customer-Based Brand Equity 68 Brand Equity as a Bridge 70

Making a Brand Strong: Brand Knowledge 71 THE SCIENCE OF BRANDING 2-1: Brand Critics 72

Sources of Brand Equity 73 Brand Awareness 73 Brand Image 76

Identifying and Establishing Brand Positioning 79 Basic Concepts 79 Target Market 79 Nature of Competition 81 Points-of-Parity and Points-of-Difference 82

Positioning Guidelines 85 Defining and Communicating the Competitive Frame of Reference 85 Choosing Points-of-Difference 87 Establishing Points-of-Parity and Points-of-Difference 88

BRANDING BRIEF 2-1: Positioning Politicians 89 Straddle Positions 90 Updating Positioning over Time 91 Developing a Good Positioning 93

Defining a Brand Mantra 93 Brand Mantras 93

BRANDING BRIEF 2-2: Nike Brand Mantra 94 BRANDING BRIEF 2-3: Disney Brand Mantra 95 THE SCIENCE OF BRANDING 2-2: Branding Inside the Organization 97

Review 97 Discussion Questions 98 BRAND FOCUS 2.0: The Marketing Advantages of Strong Brands 98 Notes 100

Chapter 3 Brand Resonance and the Brand Value Chain 106 Preview 107 Building a Strong Brand: The Four Steps of Brand Building 107

Brand Salience 107 Brand Performance 111 Brand Imagery 113

CONTENTS 11

THE SCIENCE OF BRANDING 3-1: Luxury Branding 114 Brand Judgments 117 Brand Feelings 118 Brand Resonance 120 BRANDING BRIEF 3-1: Building Brand Communities 122 Brand-Building Implications 122

THE SCIENCE OF BRANDING 3-2: Putting Customers First 126 The Brand Value Chain 128

Value Stages 129 Implications 131

Review 132 Discussion Questions 134 BRAND FOCUS 3.0: Creating Customer Value 134

Customer Equity 134

Notes 138

PART III Designing and Implementing Brand Marketing Programs 141 Chapter 4 Choosing Brand Elements to Build Brand Equity 141

Preview 142 Criteria for Choosing Brand Elements 142

Memorability 143 Meaningfulness 143 Likability 143 Transferability 144 Adaptability 144

THE SCIENCE OF BRANDING 4-1: Counterfeit Business Is Booming 146 Protectability 147

Options and Tactics for Brand Elements 147 Brand Names 147 URLs 155 Logos and Symbols 155 Characters 156 Slogans 158

BRANDING BRIEF 4-1: Updating the Disneyland Castle 159 THE SCIENCE OF BRANDING 4-2: Balance Creative and Strategic Thinking to Create Great Characters 160 BRANDING BRIEF 4-2: Benetton’s Brand Equity Management 162 Jingles 164 Packaging 164

Putting It All Together 167 BRANDING BRIEF 4-3: Do-Overs with Brand Makeovers 168 THE SCIENCE OF BRANDING 4-3: The Psychology of Packaging 169

Review 170 Discussion Questions 171 BRAND FOCUS 4.0: Legal Branding Considerations 171 Notes 173

Chapter 5 Designing Marketing Programs to Build Brand Equity 177 Preview 178 New Perspectives on Marketing 178

12 CONTENTS

Integrating Marketing 179 Personalizing Marketing 181

THE SCIENCE OF BRANDING 5-1: Making Sense Out of Brand Scents 183 Reconciling the Different Marketing Approaches 186

Product Strategy 187 Perceived Quality 187 Aftermarketing 187 Summary 190

Pricing Strategy 191 Consumer Price Perceptions 191

THE SCIENCE OF BRANDING 5-2: Understanding Consumer Price Perceptions 192 Setting Prices to Build Brand Equity 193

BRANDING BRIEF 5-1: Marlboro’s Price Drop 193 Summary 199

Channel Strategy 199 Channel Design 199 Indirect Channels 201 Direct Channels 205

BRANDING BRIEF 5-2: Goodyear’s Partnering Lessons 206 Online Strategies 208 Summary 208

Review 209 Discussion Questions 209 BRAND FOCUS 5.0: Private-Label Strategies and Responses 210 Notes 212

Chapter 6 Integrating Marketing Communications to Build Brand Equity 217 Preview 218 The New Media Environment 219

Challenges in Designing Brand-Building Communications 219 Role of Multiple Communications 221

Four Major Marketing Communication Options 221 Advertising 221

THE SCIENCE OF BRANDING 6-1: The Importance of Database Marketing 229 Promotion 232 Online Marketing Communications 236 Events and Experiences 239

BRANDING BRIEF 6-1: Tough Mudder: The Toughest Event on the Planet 242 Mobile Marketing 244

Brand Amplifiers 246 Public Relations and Publicity 246 Word-of-Mouth 246

Developing Integrated Marketing Communication Programs 247 Criteria for IMC Programs 248 Using IMC Choice Criteria 250

THE SCIENCE OF BRANDING 6-2: Coordinating Media to Build Brand Equity 251 Review 252 Discussion Questions 253 BRAND FOCUS 6.0: Empirical Generalizations in Advertising 254 Notes 255

CONTENTS 13

Chapter 7 Leveraging Secondary Brand Associations to Build Brand Equity 259 Preview 260 Conceptualizing the Leveraging Process 261

Creation of New Brand Associations 261 Effects on Existing Brand Knowledge 261 Guidelines 262

Company 263 BRANDING BRIEF 7-1: IBM Promotes a Smarter Planet 264

Country of Origin and Other Geographic Areas 266 BRANDING BRIEF 7-2: Selling Brands the New Zealand Way 268

Channels of Distribution 269 Co-Branding 269

THE SCIENCE OF BRANDING 7-1: Understanding Retailers’ Brand Images 270 Guidelines 271 Ingredient Branding 272

THE SCIENCE OF BRANDING 7-2: Understanding Brand Alliances 273 Licensing 275

BRANDING BRIEF 7-3: Ingredient Branding the DuPont Way 276 Guidelines 278

Celebrity Endorsement 278 Potential Problems 279 Guidelines 281

Sporting, Cultural, or Other Events 282 BRANDING BRIEF 7-4: Managing a Person Brand 283

Third-Party Sources 284 Review 285 Discussion Questions 286 BRAND FOCUS 7.0: Going for Corporate Gold at the Olympics 286 Notes 288

PART IV Measuring and Interpreting Brand Performance 291 Chapter 8 Developing a Brand Equity Measurement and

Management System 291 Preview 292 The New Accountability 292 Conducting Brand Audits 293

Brand Inventory 294 Brand Exploratory 295 Brand Positioning and the Supporting Marketing Program 298

THE SCIENCE OF BRANDING 8-1: The Role of Brand Personas 299 Designing Brand Tracking Studies 300

What to Track 300

BRANDING BRIEF 8-1: Sample Brand Tracking Survey 301 How to Conduct Tracking Studies 303 How to Interpret Tracking Studies 305

14 CONTENTS

Establishing a Brand Equity Management System 305 BRANDING BRIEF 8-2: Understanding and Managing the Mayo Clinic Brand 306 Brand Charter 307 Brand Equity Report 308 Brand Equity Responsibilities 309

THE SCIENCE OF BRANDING 8-2: Maximizing Internal Branding 310 BRANDING BRIEF 8-3: How Good Is Your Marketing? Rating a Firm’s Marketing Assessment System 312

Review 314 Discussion Questions 315 BRAND FOCUS 8.0: Rolex Brand Audit 315 Notes 322

Chapter 9 Measuring Sources of Brand Equity: Capturing Customer Mind-Set 324 Preview 325 Qualitative Research Techniques 325

BRANDING BRIEF 9-1: Digging Beneath the Surface to Understand Consumer Behavior 326 Free Association 326 Projective Techniques 328

BRANDING BRIEF 9-2: Once Upon a Time . . . You Were What You Cooked 329 Zaltman Metaphor Elicitation Technique 330

BRANDING BRIEF 9-3: Gordon Ramsay 331 Neural Research Methods 332 Brand Personality and Values 333 Ethnographic and Experiential Methods 334

BRANDING BRIEF 9-4: Making the Most of Consumer Insights 335 Summary 338

Quantitative Research Techniques 338 Brand Awareness 339 Brand Image 342

THE SCIENCE OF BRANDING 9-1: Understanding Categorical Brand Recall 343 Brand Responses 344 Brand Relationships 346

THE SCIENCE OF BRANDING 9-2: Understanding Brand Engagement 349 Comprehensive Models of Consumer-Based Brand Equity 351

BrandDynamics 351 Relationship to the CBBE Model 352

Review 352 Discussion Questions 353 BRAND FOCUS 9.0: Young & Rubicam’s BrandAsset Valuator 353 Notes 359

Chapter 10 Measuring Outcomes of Brand Equity: Capturing Market Performance 362 Preview 363 Comparative Methods 364

Brand-Based Comparative Approaches 364

CONTENTS 15

Marketing-Based Comparative Approaches 365 Conjoint Analysis 367

Holistic Methods 368 Residual Approaches 369 Valuation Approaches 371

THE SCIENCE OF BRANDING 10-1: The Prophet Brand Valuation Methodology 375 BRANDING BRIEF 10-1: Beauty Is in the Eye of the Beholder 378

Review 379 Discussion Questions 380 BRAND FOCUS 10.0: Branding and Finance 380 Notes 382

PART V Growing and Sustaining Brand Equity 385 Chapter 11 Designing and Implementing Brand Architecture Strategies 385

Preview 386 Developing a Brand Architecture Strategy 386

Step 1: Defining Brand Potential 386

THE SCIENCE OF BRANDING 11-1: The Brand–Product Matrix 387 THE SCIENCE OF BRANDING 11-2: Capitalizing on Brand Potential 390 Step 2: Identifying Brand Extension Opportunities 392 Step 3: Branding New Products and Services 392 Summary 393

Brand Portfolios 393 BRANDING BRIEF 11-1: Expanding the Marriott Brand 396

Brand Hierarchies 398 Levels of a Brand Hierarchy 398 Designing a Brand Hierarchy 400

BRANDING BRIEF 11-2: Netflix Branding Stumbles 401 Corporate Branding 408

THE SCIENCE OF BRANDING 11-3: Corporate Brand Personality 409 Corporate Image Dimensions 409

BRANDING BRIEF 11-3: Corporate Reputations: The Most Admired U.S. Companies 410 BRANDING BRIEF 11-4: Corporate Innovation at 31M 412 Managing the Corporate Brand 414

Brand Architecture Guidelines 421 Review 422 Discussion Questions 423 BRAND FOCUS 11.0: Cause Marketing 423 Notes 426

Chapter 12 Introducing and Naming New Products and Brand Extensions 431 Preview 432 New Products and Brand Extensions 432

BRANDING BRIEF 12-1: Growing the McDonald’s Brand 434 Advantages of Extensions 435

Facilitate New-Product Acceptance 436 Provide Feedback Benefits to the Parent Brand 438

16 CONTENTS

Disadvantages of Brand Extensions 441 Can Confuse or Frustrate Consumers 441 Can Encounter Retailer Resistance 442 Can Fail and Hurt Parent Brand Image 442

THE SCIENCE OF BRANDING 12-1: When Is Variety a Bad Thing? 443 Can Succeed but Cannibalize Sales of Parent Brand 444 Can Succeed but Diminish Identification with Any One Category 444

BRANDING BRIEF 12-2: Are There Any Boundaries to the Virgin Brand Name? 445 Can Succeed but Hurt the Image of the Parent Brand 446 Can Dilute Brand Meaning 446 Can Cause the Company to Forgo the Chance to Develop a New Brand 446

Understanding How Consumers Evaluate Brand Extensions 447 Managerial Assumptions 448 Brand Extensions and Brand Equity 448 Vertical Brand Extensions 451

Evaluating Brand Extension Opportunities 452 Define Actual and Desired Consumer Knowledge about the Brand 452

BRANDING BRIEF 12-3: Mambo Extends Its Brand 453 Identify Possible Extension Candidates 454 Evaluate the Potential of the Extension Candidate 454 Design Marketing Programs to Launch Extension 457 Evaluate Extension Success and Effects on Parent Brand Equity 458

Extension Guidelines Based on Academic Research 459 Review 469 Discussion Questions 469 BRAND FOCUS 12.0: Scoring Brand Extensions 470 Notes 471

Chapter 13 Managing Brands Over Time 477 Preview 478 Reinforcing Brands 479

Maintaining Brand Consistency 480

THE SCIENCE OF BRANDING 13-1: Brand Flashbacks 482 Protecting Sources of Brand Equity 482 Fortifying versus Leveraging 484 Fine-Tuning the Supporting Marketing Program 484

BRANDING BRIEF 13-1: Razor-Sharp Branding at Gillette 487 Revitalizing Brands 490

BRANDING BRIEF 13-2: Remaking Burberry’s Image 492 BRANDING BRIEF 13-3: Harley-Davidson Motor Company 493 BRANDING BRIEF 13-4: A New Morning for Mountain Dew 494 Expanding Brand Awareness 495 Improving Brand Image 497

Adjustments to the Brand Portfolio 499 Migration Strategies 499 Acquiring New Customers 499 Retiring Brands 500

Review 502 Discussion Questions 504 BRAND FOCUS 13.0: Responding to a Brand Crisis 504 Notes 507

CONTENTS 17

Chapter 14 Managing Brands Over Geographic Boundaries and Market Segments 509 Preview 510 Regional Market Segments 510 Other Demographic and Cultural Segments 511 Rationale for Going International 512

BRANDING BRIEF 14-1: Marketing to African Americans 513 Advantages of Global Marketing Programs 514

Economies of Scale in Production and Distribution 514 Lower Marketing Costs 515 Power and Scope 515 Consistency in Brand Image 515 Ability to Leverage Good Ideas Quickly and Efficiently 515 Uniformity of Marketing Practices 515

Disadvantages of Global Marketing Programs 516 Differences in Consumer Needs, Wants, and Usage Patterns for Products 516 Differences in Consumer Response to Branding Elements 516 Differences in Consumer Responses to Marketing Mix Elements 517 Differences in Brand and Product Development and the Competitive Environment 518 Differences in the Legal Environment 518 Differences in Marketing Institutions 518 Differences in Administrative Procedures 518

Global Brand Strategy 519 Global Brand Equity 519 Global Brand Positioning 520

Standardization versus Customization 521 Standardization and Customization 521

BRANDING BRIEF 14-2: Coca-Cola Becomes the Quintessential Global Brand 522 BRANDING BRIEF 14-3: UPS’s European Express 524

Developing versus Developed Markets 528 Building Global Customer-Based Brand Equity 529

1. Understand Similarities and Differences in the Global Branding Landscape 529 2. Don’t Take Shortcuts in Brand Building 530 3. Establish Marketing Infrastructure 531 4. Embrace Integrated Marketing Communications 532 5. Cultivate Brand Partnerships 532 6. Balance Standardization and Customization 533

BRANDING BRIEF 14-4: Managing Global Nestlé Brands 534 7. Balance Global and Local Control 535 8. Establish Operable Guidelines 536 8. Implement a Global Brand Equity Measurement System 537

10. Leverage Brand Elements 537

THE SCIENCE OF BRANDING 14-1: Brand Recall and Language 538 Review 539 Discussion Questions 541 BRAND FOCUS 14.0: China Global Brand Ambitions 541 Notes 543

PART VI Closing Perspectives 547 Chapter 15 Closing Observations 547

Preview 548 Strategic Brand Management Guidelines 548

Summary of Customer-Based Brand Equity Framework 548 Tactical Guidelines 550

What Makes a Strong Brand? 554 BRANDING BRIEF 15-1: The Brand Report Card 555

Future Brand Priorities 556 1. Fully and Accurately Factor the Consumer into the Branding Equation 556

BRANDING BRIEF 15-2: Reinvigorating Branding at Procter & Gamble 558 2. Go Beyond Product Performance and Rational Benefits 560 3. Make the Whole of the Marketing Program Greater Than the Sum of the Parts 561 4. Understand Where You Can Take a Brand (and How) 563 5. Do the “Right Thing” with Brands 565 6. Take a Big Picture View of Branding Effects. Know What Is Working (and Why) 566 Finding the Branding Sweet Spot 566

Review 567 Discussion Questions 568 BRAND FOCUS 15.0: Special Applications 568 Notes 573

Epilogue 575 Index 577

18 CONTENTS

Prologue: Branding Is Not Rocket Science

Although the challenges in branding can be immense and difficult, branding is not necessarily rocket science. I should know. I am not a rocket scientist—but my dad was. He was a physicist in the Air Force for 20 years, working on various rocket fuels. Always interested in what I did, he once asked what the book was all about. I explained the concept of brand equity and how the book addressed how to build, measure, and manage it. He listened, paused, and remarked, “That’s very interesting but, uh, that’s not exactly rocket science.”

He’s right. Branding is not rocket science. In fact, it is an art and a science. There’s always a creativity and originality component involved with marketing. Even if someone were to fol- low all the guidelines in this book—and all the guidelines were properly specified—the success or failure of a brand strategy would still depend largely on how, exactly, this strategy would be implemented.

Nevertheless, good marketing is all about improving the odds for success. My hope is that this book adds to the scientific aspect of branding, illuminating the subject and providing guid- ance to those who make brand-related decisions.

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Preface

Let me answer a few questions as to what this book is about, how it’s different from other books about branding, what’s new with this fourth edition, who should read it, how it’s organized, and how you can get the most out of it.

WHAT IS THE BOOK ABOUT? This book deals with brands—why they are important, what they represent to consumers, and what firms should do to manage them properly. As many business executives correctly recog- nize, perhaps one of the most valuable assets a firm has are the brands it has invested in and developed over time. Although competitors can often duplicate manufacturing processes and factory designs, it’s not so easy to reproduce strongly held beliefs and attitudes established in the minds of consumers. The difficulty and expense of introducing new products, however, puts more pressure than ever on firms to skillfully launch their new products as well as manage their existing brands.

Although brands may represent invaluable intangible assets, creating and nurturing a strong brand poses considerable challenges. Fortunately, the concept of brand equity—the main focus of this book—can provide marketers with valuable perspective and a common denominator to interpret the potential effects and trade-offs of various strategies and tactics for their brands. Think of brand equity as the marketing effects uniquely attributable to the brand. In a practical sense, brand equity is the added value a product accrues as a result of past investments in the marketing activity for the brand. It’s the bridge between what happened to the brand in the past and what should happen to it in the future.

The chief purpose of this book is to provide a comprehensive and up-to-date treatment of the subjects of brands, brand equity, and strategic brand management—the design and implementa- tion of marketing programs and activities to build, measure, and manage brand equity. One of the book’s important goals is to provide managers with concepts and techniques to improve the long- term profitability of their brand strategies. We’ll incorporate current thinking and developments on these topics from both academics and industry participants, and combine a comprehensive theoretical foundation with enough practical insights to assist managers in their day-to-day and long-term brand decisions. And we’ll draw on illustrative examples and case studies of brands marketed in the United States and all over the world.

Specifically, we’ll provide insights into how to create profitable brand strategies by building, measuring, and managing brand equity. We address three important questions:

1. How can we create brand equity? 2. How can we measure brand equity? 3. How can we sustain brand equity to expand business opportunities?

Readers will learn:

• The role of brands, the concept of brand equity, and the advantages of creating strong brands • The three main ways to build brand equity by properly choosing brand elements, designing

marketing programs and activities, and leveraging secondary associations • Different approaches to measuring brand equity, and how to implement a brand equity mea-

surement system • Alternative branding strategies and how to design a brand architecture strategy and devise

brand hierarchies and brand portfolios

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22 PREFACE

• The role of corporate brands, family brands, individual brands, modifiers, and how to combine them into sub-brands

• How to adjust branding strategies over time and across geographic boundaries to maximize brand equity

WHAT’S DIFFERENT ABOUT THIS BOOK? My objective in writing this book was to satisfy three key criteria by which any marketing text should be judged:

• Depth: The material in the book had to be presented in the context of conceptual frameworks that were comprehensive, internally consistent and cohesive, and well grounded in the aca- demic and practitioner literature.

• Breadth: The book had to cover all those topics that practicing managers and students of brand management found intriguing and/or important.

• Relevance: Finally, the book had to be well grounded in practice and easily related to past and present marketing activities, events, and case studies.

Although a number of excellent books have been written about brands, no book has really maxi- mized those three dimensions to the greatest possible extent. This book sets out to fill that gap by accomplishing three things.

First, we develop our main framework that provides a definition of brand equity, identifies sources and outcomes of brand equity, and provides tactical guidelines about how to build, mea- sure, and manage brand equity. Recognizing the general importance of consumers and customers to marketing—understanding and satisfying their needs and wants—this broad framework approaches branding from the perspective of the consumer; it is called customer-based brand equity. We then introduce a number of more specific frameworks to provide more detailed guidance.

Second, besides these broad, fundamentally important branding topics, for completeness, numerous Science of Branding boxes provide in-depth treatment of cutting-edge ideas and concepts, and each chapter contains a Brand Focus appendix that delves into detail on specific, related branding topics, such as brand audits, legal issues, brand crises, and private labels.

Finally, to maximize relevance, numerous in-text examples illuminate the discussion of virtually every topic, and a series of Branding Brief boxes provide more in-depth examinations of selected topics or brands.

Thus, this book can help readers understand the important issues in planning and evaluat- ing brand strategies, as well as providing appropriate concepts, theories, and other tools to make better branding decisions. We identify successful and unsuccessful brand marketers—and why they have been so—to offer readers a greater appreciation of the range of issues in branding, as well as a means to organize their own thoughts about those issues.

WHO SHOULD READ THE BOOK? A wide range of people can benefit from reading this book:

• Students interested in increasing both their understanding of basic branding principles and their exposure to classic and contemporary branding applications and case studies

• Managers and analysts concerned with the effects of their day-to-day marketing decisions on brand performance

• Senior executives concerned with the longer-term prosperity of their brand franchises and product or service portfolios

• All marketers interested in new ideas with implications for marketing strategies and tactics

The perspective we adopt is relevant to any type of organization (public or private, large or small), and the examples cover a wide range of industries and geographies. To illuminate brand- ing concepts across different settings, we review specific applications to online, industrial, high-tech, service, retailer, and small business in Chapters 1 and 15.

PREFACE 23

HOW IS THE BOOK ORGANIZED? The book is divided into six major parts, adhering to the “three-exposure opportunity” approach to learning new material. Part I introduces branding concepts; Parts II, III, IV, and V provide all the specific details of those concepts; and Part VI summarizes and applies the concepts in various contexts. The specific chapters for each part and their contents are as follows.

Part I sets the stage by providing the “big picture” of what strategic brand management is all about and provides a blueprint for the rest of the book. The goal is to provide a sense for the content and context of strategic brand management by identifying key branding decisions and suggesting some of the important considerations for those decisions. Specifically, Chapter 1 introduces some basic notions about brands, and the role they’ve played and continue to play in marketing strategies. It defines what a brand is, why brands matter, and how anything can be branded, and provides an overview of the strategic brand management process.

Part II addresses the topic of brand equity and introduces three models critical for brand planning. Chapter 2 introduces the concept of customer-based brand equity, outlines the customer-based brand equity framework, and provides detailed guidelines for the critically important topic of brand positioning. Chapter 3 describes the brand resonance and brand value chain models that assist marketers in developing profitable marketing programs for their brand and creating much customer loyalty.

Part III examines the three major ways to build customer-based brand equity, taking a sin- gle product–single brand perspective. Chapter 4 addresses the first way to build customer-based brand equity and how to choose brand elements (brand names, logos, symbols, slogans), and the role they play in contributing to brand equity. Chapters 5 and 6 outline the second way to build brand equity and how to optimize the marketing mix to create customer-based brand equity. Chapter 5 covers product, pricing, and distribution strategies; Chapter 6 is devoted to creating integrated marketing communication programs to build brand equity. Although most readers are probably familiar with these “4 P’s” of marketing, it’s illuminating to consider them from the standpoint of brand equity and the effects of brand knowledge on consumer response to market- ing mix activity and vice versa. Finally, Chapter 7 examines the third major way to build brand equity—by leveraging secondary associations from other entities like a company, geographical region, person, or other brand.

Part IV looks at how to measure customer-based brand equity. These chapters take a detailed look at what consumers know about brands, what marketers want them to know, and how market- ers can develop measurement procedures to assess how well they’re doing. Chapter 8 provides a big-picture perspective of these topics, specifically examining how to develop and implement an efficient and effective brand equity measurement system. Chapter 9 examines approaches to measuring customers’ brand knowledge structures, in order to identify and quantify potential sources of brand equity. Chapter 10 looks at measuring potential outcomes of brand equity in terms of the major benefits a firm accrues from these sources of brand equity as well as how to measure the overall value of a brand.