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Strategic BrandManagementBuilding, Measuring, andManaging Brand EquityA01 KELL2498 05 SE FM.indd 129/12/2018 02:48
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Strategic BrandManagementBuilding, Measuring, andManaging Brand EquityFifth EditionKevin Lane KellerTuck School of BusinessDartmouth CollegeVanitha SwaminathanKatz Graduate School of BusinessUniversity of PittsburghA01 KELL2498 05 SE FM.indd 329/12/2018 02:48
Vice President, Business, Economics, and UKCourseware: Donna BattistaDirector of Portfolio Management:Stephanie WallExecutive Portfolio Manager: Lynn M. HuddonEditorial Assistant: Rachel ChouVice President, Product Marketing:Roxanne McCarleySenior Product Marketer: Becky BrownProduct Marketing Assistant: Marianela SilvestriManager of Field Marketing, Business Publishing:Adam GoldsteinField Marketing Manager: Nicole PriceVice President, Production and Digital Studio,Arts and Business: Etain O’DeaDirector, Production and Digital Studio, Businessand Economics: Ashley SantoraManaging Producer, Business: Melissa FeimerContent Producer: Michelle ZengOperations Specialist: Carol MelvilleDesign Lead: Kathryn FootFull Service Project Management: Ana Diaz-Caneja/Bhanuprakash Sherla, Pearson CSCInterior Design: Pearson CSCCover Design: Pearson CSCCover Art: wowomnom/ShutterstockPrinter/Binder: LSC Communications, Inc./WillardCover Printer: Phoenix Color/HagerstownMicrosoft and/or its respective suppliers make no representations about the suitability of the informationcontained in the documents and related graphics published as part of the services for any purpose. All suchdocuments and related graphics are provided “as is” without warranty of any kind. Microsoft and/or itsrespective suppliers hereby disclaim all warranties and conditions with regard to this information, includingall warranties and conditions of merchantability, whether express, implied or statutory, fitness for a particularpurpose, title and non-infringement. In no event shall Microsoft and/or its respective suppliers be liable forany special, indirect or consequential damages or any damages whatsoever resulting from loss of use, data orprofits, whether in an action of contract, negligence or other tortious action, arising out of or in connectionwith the use or performance of information available from the services.The documents and related graphics contained herein could include technical inaccuracies or typographicalerrors. Changes are periodically added to the information herein. Microsoft and/or its respective suppliersmay make improvements and/or changes in the product(s) and/or the program(s) described herein at any time.Partial screen shots may be viewed in full within the software version specified.Microsoft and Windows are registered trademarks of the Microsoft Corporation in the U.S.A. and othercountries. This book is not sponsored or endorsed by or affiliated with the Microsoft Corporation.Copyright 2020, 2013, 2008 by Pearson Education, Inc. 221 River Street, Hoboken, NJ 07030. or its affiliates.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 retrievalsystem, or transmission in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise. For information regarding permissions, request forms, and the appropriate contacts within the PearsonEducation Global Rights and Permissions department, please visit www.pearsoned.com/permissions/.Acknowledgments of third-party content appear on the appropriate page within the text.PEARSON and ALWAYS LEARNING are exclusive trademarks owned by Pearson Education, Inc. or its affiliates in the U.S. and/or other countries.Unless otherwise indicated herein, any third-party trademarks, logos, or icons that may appear in this work arethe property of their respective owners, and any references to third-party trademarks, logos, icons, or other tradedress are for demonstrative or descriptive purposes only. Such references are not intended to imply any sponsorship, endorsement, authorization, or promotion of Pearson’s products by the owners of such marks, or anyrelationship between the owner and Pearson Education, Inc., or its affiliates, authors, licensees, or distributors.Cataloging-in-Publication Data is available on file at the Library of Congress.119ISBN 10: 0-13-489249-6ISBN 13: 978-0-13-489249-8A01 KELL2498 05 SE FM.indd 429/12/2018 02:48
DedicationThis book is dedicated tothe memories of my father and motherwith much love, respect, and admiration.—KLKThis book is dedicated to the memory ofmy father, to my mother, and to my family,with much love and gratitude.—VSA01 KELL2498 05 SE FM.indd 529/12/2018 02:48
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BRIEF CONTENTSPART IOpening Perspectives1CHAPTER 1 Brands and Brand ManagementPART II1Developing a Brand Strategy37CHAPTER 2 Customer-Based Brand Equity and Brand PositioningCHAPTER 3 Brand Resonance and the Brand Value ChainPART III3776Designing and Implementing Brand Marketing ProgramsCHAPTER 4 Choosing Brand Elements to Build Brand Equity111CHAPTER 5 Designing Marketing Programs to Build Brand Equity147CHAPTER 6 Integrating Marketing Communications to Build Brand EquityCHAPTER 7 Branding in the Digital Era184219CHAPTER 8 Leveraging Secondary Brand Associations to Build Brand EquityPART IV111Measuring And Interpreting Brand Performance261297CHAPTER 9 Developing a Brand Equity Measurement and ManagementSystem 297CHAPTER 10 Measuring Sources of Brand Equity: Capturing CustomerMind-Set 331CHAPTER 11 Measuring Outcomes of Brand Equity: Capturing MarketPerformance 370PART VGrowing and Sustaining Brand Equity395CHAPTER 12 Designing and Implementing Brand Architecture StrategiesCHAPTER 13 Introducing and Naming New Products and Brand ExtensionsCHAPTER 14 Managing Brands Over Time395438481CHAPTER 15 Managing Brands Over Geographic Boundaries and MarketSegments 516PART VIClosing PerspectivesCHAPTER 16 Closing Observations549549viiA01 KELL2498 05 SE FM.indd 729/12/2018 02:48
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CONTENTSPreface xxiAbout the AuthorsPART IxxixOpening Perspectives1CHAPTER 1 Brands and Brand ManagementPreview12What Is a Brand?2Brand Elements 2Brands versus Products3BRANDING BRIEF 1-1:Coca-Cola’s Branding LessonWhy Do Brands Matter?ConsumersFirms 7566Can Anything Be Branded?BRANDING BRIEF 1-2:Physical Goods8Branding Commodities910THE SCIENCE OF BRANDING 1-1:History of BrandingTHE SCIENCE OF BRANDING 1-2:Understanding Business-to-Business BrandingServices101112BRANDING BRIEF 1-3: Adobe13Retailers and Distributors 14Digital Brands 14People and Organizations 16Sports, Arts, and Entertainment 17BRANDING BRIEF 1-4:Place Branding19Geographic Locations 19Ideas and Causes 19What Are the Strongest Brands?THE SCIENCE OF BRANDING 1-3:19On Brand Relevance and Brand DifferentiationBranding Challenges and Opportunities2122Unparalleled Access to Information and New Technologies 22Downward Pressure on Prices 22Ubiquitous Connectivity and the Consumer Backlash 23Sharing Information and Goods 23Unexpected Sources of Competition 24Disintermediation and Reintermediation 24Alternative Sources of Information about Product Quality 25Winner-Takes-All Markets 25Media Transformation 26The Importance of Customer-Centricity 27The Brand Equity Concept 28Strategic Brand Management Process29Identifying and Developing Brand Plans 29Designing and Implementing Brand Marketing Programs29ixA01 KELL2498 05 SE FM.indd 929/12/2018 02:48
xCONTENTSMeasuring and Interpreting Brand PerformanceGrowing and Sustaining Brand Equity 31Review31Discussion QuestionsBRAND FOCUS 1.0:NotesPART II3032Unlocking the Secrets of Digital Native Brands3234Developing a Brand Strategy37CHAPTER 2 Customer-Based Brand Equity and Brand PositioningPreview3738Customer-Based Brand Equity38Defining Customer-Based Brand EquityBrand Equity as a Bridge 3938Making a Brand Strong: Brand KnowledgeSources of Brand Equity 4241Brand Awareness 42Brand Image 46Identifying and Establishing Brand PositioningBasic Concepts 47Target Market 48Nature of Competition 51Points-of-Parity and Points-of-DifferenceBRANDING BRIEF 2-1:52Subaru Finds Its GroovePositioning Guidelines475254Defining and Communicating the Competitive Frame of ReferenceChoosing Points-of-Difference 55Establishing Points-of-Parity and Points-of-Difference 56BRANDING BRIEF 2-2: Positioning PoliticiansStraddle Positions 58Updating Positioning over Time 59THE SCIENCE OF BRANDING 2-1:Developing a Good PositioningDefining a Brand MantraBrand Mantras57Brand Values Pyramid61636363BRANDING BRIEF 2-3:Nike Brand MantraBRANDING BRIEF 2-4:Disney Brand MantraTHE SCIENCE OF BRANDING 2-2:Review546465Branding Inside the Organization67Discussion Questions68BRAND FOCUS 2.0: The Marketing Advantages of Strong BrandsNotes6870CHAPTER 3 Brand Resonance and the Brand Value ChainPreview677677Building a Strong Brand: The Four Steps of Brand Building77Brand Salience 77Brand Performance 82Brand Imagery 83A01 KELL2498 05 SE FM.indd 1029/12/2018 02:48
CONTENTSTHE SCIENCE OF BRANDING 3-1:How Customer Experiences Define a Brandxi86Brand Judgments 87Brand Feelings 89Brand Resonance 90BRANDING BRIEF 3-1:Building Brand CommunitiesBrand-Building ImplicationsBRANDING BRIEF 3-2:The Brand Value Chain9192How Digital Platform-Based Brands Create Customer Engagement9798Value Stages 99Implications 101Review102Discussion QuestionsBRAND FOCUS 3.0:Notes104Creating Customer Value104107PART III Designing and Implementing Brand Marketing ProgramsCHAPTER 4 Choosing Brand Elements to Build Brand EquityPreview111111112Criteria for Choosing Brand Elements112Memorability 113Meaningfulness 113Likability 113Transferability 113Adaptability 114THE SCIENCE OF BRANDING 4-1:ProtectabilityCounterfeit Business Is Booming115116Options and Tactics for Brand Elements117Brand Names 117URLs 123Logos and Symbols 124Characters 125BRANDING BRIEF 4-1:SlogansStarKist’s Charlie the Tuna126128BRANDING BRIEF 4-2:Updating Betty Crocker128Jingles 131Packaging 132Putting It All Together136BRANDING BRIEF 4-3:ReviewDiscussion QuestionsBRAND FOCUS 4.0:NotesDo-Overs with Brand Makeovers136138139Legal Branding Considerations139142CHAPTER 5 Designing Marketing Programs to Build Brand EquityPreview148New Perspectives on MarketingIntegrating Marketing 150A01 KELL2498 05 SE FM.indd 1114714829/12/2018 02:48
xiiCONTENTSBRANDING BRIEF 5-1: Yeti Is the “Cooler” BrandPersonalizing Marketing 151Reconciling the Different Marketing ApproachesProduct Strategy157159THE SCIENCE OF BRANDING 5-1:Understanding Consumer Price PerceptionsConsumer Price Perceptions and Setting PricesSummary 165Channel StrategyChannel Design160160166166THE SCIENCE OF BRANDING 5-2:Indirect Channels156156Perceived Quality 156Managing Customers Post-PurchasePricing Strategy150Research on Omnichannel168168BRANDING BRIEF 5-2:Chew on This: How Milk-Bone Brushing Chews Connected with Customers170Direct Channels 172Online Strategies 174Summary 174Review175Discussion QuestionsBRAND FOCUS 5.0:Notes175Private-Label Strategies and Responses176179CHAPTER 6 Integrating Marketing Communications to Build Brand EquityPreview185The New Media Environment186Challenges in Designing Brand-Building CommunicationsRole of Multiple Communications 188Four Major Marketing Communication OptionsAdvertising186188188THE SCIENCE OF BRANDING 6-1: The Importance of Database MarketingPromotion 198Online Marketing CommunicationsEvents and Experiences 200BRANDING BRIEF 6-1:Brand Amplifiers200Brand Building via the X Games203205Developing Integrated Marketing Communication ProgramsCriteria for IMC ProgramsUsing IMC Choice CriteriaCoordinating Media to Build Brand Equity209211211Discussion QuestionsBRAND FOCUS 6.0:A01 KELL2498 05 SE FM.indd 12206207THE SCIENCE OF BRANDING 6-2:Notes195205Public Relations and PublicityWord-of-Mouth 206Review184212Empirical Generalizations in Advertising21321529/12/2018 02:48
CONTENTSCHAPTER 7 Branding in the Digital EraPreviewxiii219220Key Issues for Branding in the Digital EraChanges in the Consumer Decision JourneyGrowth of Online Retailing 222220220BRANDING BRIEF 7-1: The Phenomenal Rise of AmazonAdvertising and Promotions Using Digital ChannelsBRANDING BRIEF 7-2:222224Igniting a Digital Firestorm224One-to-Many to Many-to-Many Channels 225Increase in Consumer Touchpoints 226Increase in Data Availability 226Digital Personalization 227Loss of Control over Brand Message and Co-Creation of Brand MeaningUser Experience Is the Key to Digital Brand Success 231THE SCIENCE OF BRANDING 7-1:Always Good? 231Brands as Cultural SymbolsBrand Engagement229Is Co-Creation of Brands and Products232233Brand Engagement Pyramid 234Negative Brand Engagement 234BRANDING BRIEF 7-3:Shaving the Price of RazorsTHE SCIENCE OF BRANDING 7-2:Digital Communications235Drivers of Brand Engagement236236Company Web Sites 238E-mail Marketing 238BRANDING BRIEF 7-4:Campaigning Using Clicks with Google AdWordsOverview of Social Media Paid ChannelsFacebook 242Twitter 245Instagram 245Pinterest 246Video 246Global Use of Social MediaBRANDING BRIEF 7-5:Mobile Marketing242247On Being Social in China247248BRANDING BRIEF 7-6: Turning Flight Delays into Marketing OpportunitiesInfluencer Marketing and Social Media CelebritiesContent Marketing 251Brand Management Structure249250Guidelines for Good Content Marketing 251Case Studies 252Legal and Ethical Considerations 252The Pros and Cons of Paid Channels and the Need for IntegrationReview240253254255Discussion Questions255BRAND FOCUS 7.0: Understanding How Online Word-of-Mouth Influences Brands andBrand Management 256NotesA01 KELL2498 05 SE FM.indd 1325729/12/2018 02:48
xivCONTENTSCHAPTER 8 Leveraging Secondary Brand Associations to Build Brand EquityPreview262Conceptualizing the Leveraging ProcessCreation of New Brand AssociationsEffects on Exist
Strategic Brand Management Process 29 Identifying and Developing Brand Plans 29 Designing and Implementing Brand Marketing Programs 29 ix A01_KELL2498_05_SE_FM.indd 9 29/12/2018 02:48. x CONTENTS Measuring and Interpreting Brand Performance 30 Growing and Sustaining Brand Equity 31 Review 31 Discussion Questions 32 BRAND FOCUS 1.0: Unlocking the Secrets of Digital Native
