WIXLIB

Strategie BrandManagementBuilding, Measuring, andManaging Brand EquityFifth EditionGlobal EditionKevin Lane KellerTuck School of BusinessDartmouth CollegeVanitha Swaminathan@Katz Graduate School of BusinessUniversity of PittsburghPearsonHar1ow, England London New York Boston San Francisco Toronto Sydney Dubai Singapore Hang KongTokyo Seoul Taipei New Delhi Cape Town Sao Paula Mexico City Madrid Amsterdam Munich Paris Milan

CONTENTSPreface21About the Authors29 :{;);i IOpening PerspectivesCHAPTER 1Brandsand Brand ManagementPreview313132What 1s a Brand?32Brand Elements 32Brands versus Products33BRANDING BRIEF 1-1: Coca-Cola 's Branding LessonWhy Do Brands Matter?ConsumersFirms 37353636Can Anything Be Branded?BRANDING BRIEF 1-2:Physical Goods38Branding Commodities3940THE SCIENCE OF BRANDING 1-1:History of BrandingTHE SCIENCE OF BRANDING 1-2:Understanding Business-to-Business BrandingServices404142BRANDING BRIEF 1-3: AdobeRetailers and Distributors 44Digital Brands 44People and Organizations 46Sports, Arts, and EntertainmentBRANDING BRIEF 1-4:4347Place Branding49Geographie Locations 49ldeas and Causes 49What Are the Strongest Brands?THE SCIENCE OF BRANDING 1-3:49On Brand Relevance and Brand DifferentiationBranding Challenges and Opportunities5152Unparalleled Access to Information and New Technologies 52Downward Pressure on Prices 52Ubiquitous Connectivity and the Consumer Backlash 53Sharing Information and Goods 53Unexpected Sources of Competition 54Disintermediation and Reintermediation 54Alternative Sources of Information about Product Quality 55Winner-Takes-AII Markets 55Media Transformation 56The lmportance of Customer-Centricity 57The Brand Equity Concept58Strategie Brand Management Process59ldentifying and Developing Brand Plans 59Designing and lmplementing Brand Marketing Programs599

10CONTENTSMeasuring and lnterpreting Brand PerformanceGrowing and Sustaining Brand Equity 61Review61Discussion QuestionsBRAND F0CUS 1.0:Notes6062Unlocking the Secrets of Digital Native Brands6264lf;);j@j Developing a Brand StrategyCHAPTER 2Customer-Based Brand Equity and Brand PositioningPreview6768Customer-Based Brand Equity68Defining Customer-Based Brand EquityBrand Equity as a Bridge 6968Making a Brand Strong: Brand KnowledgeSources of Brand EquityBrand Awareness 72Brand Image 767172ldentifying and Establishing Brand PositioningBasic Concepts 77Target Market 78Nature of Competition 81Points-of-Parity and Points-of-DifferenceBRANDING BRIEF 2-1 :Positioning Guidelines7782Subaru Finds lts Groove8284Defining and Communicating the Competitive Frame of ReferenceChoosing Points-of-Difference 85Establishing Points-of-Parity and Points-of-Difference 86BRANDING BRIEF 2 2: Positioning PoliticiansStraddle Positions 88Updating Positioning over Time 88THE SCIENCE 0F BRANDING 2-1:Developing a Good PositioningDefining a Brand MantraBrand Mantras9393Disney Brand MantraTHE SCIENCE OF BRANDING 2-2:9495Branding Inside the OrganizationBRAND F0CUS 2.0:98The Marketing Advantages of Strong Brands98100Brand Resonance and the Brand Value ChainPreview9797Discussion QuestionsCHAPTER 39193BRANDING BRIEF 2-4:Notes87BrandValues PyramidBRANDING BRIEF 2-3: Nike Brand MantraReview84106107Building a Strong Brand: The Four Steps of Brand BuildingBrand Salience 107Brand Performance 112Brand lmagery 11310767

CONTENTSTHE SCIENCE OF BRANDING 3-1:How Customer Experiences Define a Brand116Brand Judgments 117Brand Feelings 119Brand Resonance 120BRANDING BRIEF 3-1:Building Brand CommunitiesBrand-Building lmplicationsBRANDING BRIEF 3-2:The Brand Value ChainValue Stages 129lmplications 131ReviewBRAND FOCUS 3.0: fJ;Jjjj CHAPTER 4122How Digital Platform-Based Brands Create Customer Engagement134Creating Customer Value134137Designing and lmplementing Brand Marketing ProgramsChoosing Brand Elements to Build Brand EquityPreview141142Criteria for Choosing Brand ElementsMemorability 143Meaningfulness 143Likability 143Transferability 143Adaptability 144THE SCIENCE OF BRANDING 4-1:Protectability145146BRANDING BRIEF 4-1:Slogans142Counterfeit Business ls BoomingOptions and Tactics for Brand ElementsBrand Names 147URLs 153Logos and Symbols 154Characters 155147SoftBank's Otosan, the Talking Dog156158BRANDING BRIEF 4-2:Updating Betty Cracker158Jingles 161Packaging 162Putting lt All TogetherBRANDING BRIEF 4-3:ReviewDiscussion QuestionsNotes166Do-Overs with Brand Makeovers166168BRAND FOCUS 4.0:CHAPTER 5127128132Discussion QuestionsNotes121169Legal Branding Considerations169172Designing Marketing Programs to Build Brand EquityPreview178New Perspectives on Marketinglntegrating Marketing18017817714111

12CONTENTSBRANDING BRIEF 5-1: Yeti ls the "Cooler" BrandPersonalizing Marketing 181Reconciling the Different Marketing ApproachesProduct Strategy186186Perceived Quality 186Managing Customers Post-PurchasePricing Strategy187189THE SCIENCE OF BRANDING 5-1:Understanding Consumer Price PerceptionsConsumer Price Perceptions and Setting PricesSummary 195Channel StrategyChannel Design180190190196196THE SCIENCE OF BRANDING 5-2:lndirect ChannelsResearch on Omnichannel198198BRANDING BRIEF 5-2:Chew on This: How Milk-Bone Brushing Chews Connected with Customers200Direct Channels 202Online Strategies 204Summary 204Review205Discussion QuestionsBRAND FOCUS 5.0:NotesCHAPTER 6205Private-Label Strategiesand Responses206209lntegrating Marketing Communications to Build Brand EquityPreview215The New Media Environment216Challenges in Design ing Brand-Building CommunicationsRole of Multiple Communications 218216Three Major Marketing Communication OptionsAdvertising218218THE SCIENCE OF BRANDING 6-1: The lmportance of Database MarketingPromotion 228Online Marketing CommunicationsEvents and Experiences 230230BRANDING BRIEF 6-1 : Brand Building via the X GamesBrand Amplifiers233235Public Relations and PublicityWord-of-Mouth 23623 5Developing lntegrated Marketing Communication ProgramsCriteria for IMC ProgramsUsing IMC Choice CriteriaBRAND FOCUS 6.0:NotesCoordinating Media to Build Brand Equity241241Discussion Questions245236237THE SCIENCE OF BRANDING 6-2:Review225242Empirical Generalizations in Advertising243239214

CONTENTSCHAPTER 7Branding in the Digital EraPreview249250Key lssues for Branding in the Digital EraChanges in the Consumer Decision JourneyGrowth of Online Retailing 252250250BRANDING BRIEF 7-1 : The Phenomenal Rise ofAmazonAdvertising and Promotions Using Digital ChannelsBRANDING BRIEF 7-2:252254lgniting a Digital Firestorm254One-to-Many to Many-to-Many Channels 255lncrease in Consumer Touchpoints 256lncrease in Data Availability 256Digital Personalization 257Loss of Control over Brand Message and Co-Creation of Brand MeaningUser Experience ls the Key to Digital Brand Success 261THE SCIENCE OF BRANDING 7-1 :Always Good? 261Brands as Cultural SymbolsBrand Engagement259ls Co-Creation of Brandsand Products262263Brand Engagement Pyramid 264Negative Brand Engagement 264BRANDING BRIEF 7-3:Shaving the Price of RazorsTHE SCIENCE OF BRANDING 7-2:Digital Communications265Drivers of Brand Engagement266266CompanyWeb Sites 268E-mail Marketing 268BRANDING BRIEF 7-4:Campaigning Using Clicks with Google AdWordsOverview of Social Media Paid ChannelsFacebook · 272Twitter 274lnstagram 274Pinterest 275Video 275Global Use of Social MediaBRANDING BRIEF 7-5:Mobile Marketing277On Being Social in China277278BRANDING BRIEF 7-6:Turning Flight Delays into Marketing Opportunitieslnfluencer Marketing and Social Media CelebritiesContent Marketing279280281Guidelines for Good Content MarketingCase Studies 282Legal and Ethical Considerations 282281The Pros and Cons of Paid Channels and the Need for IntegrationBrand Management StructureReview270272283284285Discussion Questions285BRAND FOCUS 7.0: Understanding How Online Word-of-Mouth lnfluences BrandsandBrand Management 286Notes28713

14CONTE NTSCHAPTER 8Leveraging Secondary Brand Associations to Build Brand EquityPreview292Conceptualizing the Leveraging ProcessCreation of New Brand Associations 293Effects on Existing Brand Knowledge 293Guidelines 295Company293296BRANDING BRIEF 8-1:IBM .Promotes a Smarter PlanetCountry of Origin and Other Geographie AreasBRANDING BRIEF 8-2:Understanding Retailers' Brand ImagesTHE SCIENCE OF BRANDING 8-2:Understanding Brand AlliancesBRANDING BRIEF 8-3:310312313BRANDING BRIEF 8-4:GuidelinesRachael Ray's NutrishManaging a Person BrandSocial lnfluencers as the New CelebritiesSporting, Cultural, or Other EventsThird-Party Sources31 8319319320321Discussion QuestionsBRAND FOCUS 8.0:CHAPTER 9315317BRANDING BRIEF 8-5: zj ;j 1,,309lngredient Branding the DuPont WayCelebrity EndorsementPotential Problems 314Notes305307lngredient HE SCIENCE OF BRANDING 8-1:Licensing298Selling Brands the New Zealand WayChannels of DistributionCo-Branding296321Going for Corporate Gold at the Olympics322323Measuring and lnterpreting Brand Performance327Developing a Brand Equity Measurement and ManagementSystem 327Preview328The New Accountability328Conducting Brand AuditsBrand lnventory 330Brand Exploratory 332329Brand Positioning and the Supporting Marketing ProgramTHE SCIENCE OF BRANDING 9-1:Designing Brand Tracking StudiesWhat to Track 338BRANDING BRIEF 9-1:336The Role of Brand Personas338Sample Brand Tracking SurveyBig Data and Marketing Analytics DashboardsMarketing Analytics Dashboards 342339341337291

CONTENTSHow Taco Bell Uses Data-Driven Social Media Marketing to EngageBRANDING BRIEF 9-2:lts Customers 342Establishing a Brand Equity Management System344Understanding and Managing the Maya Clinic BrandBRANDING BRIEF 9-3:344Brand Charter or Bible 346Brand Equity Report 34 7Brand Equity Responsibilities 348THE SCIENCE OF BRANDING 9-2:ReviewDiscussion QuestionsBRAND FOCUS 9.0:NotesCHAPTER 10Maximizing Interna! Branding348351351Sample Rolex Brand Audit352359Measuring Sources of Brand Equity: Capturing CustomerMind-Set 361Preview362Qualitative Research Techniques362BRANDING BRIEF 10-1: Digging Beneath the Surface to UnderstandConsumer Behavior 363Free Association364THE SCIENCE OF BRANDING 10-1:Associations and Positioning 366Projective TechniquesUsing Text Mining to Uncover Brand366BRANDING BRIEF 10-2:Once Upon a Time . You Were What You CookedZaltman Metaphor Elicitation TechniqueNeural Research Methods 369Brand Personality and Values 371Ethnographie and Experiential Methods368372BRANDING BRIEF 10-3:Making the Most of Consumer lnsightsBRANDING BRIEF 10-4:Netnography as a Digital Research TechniqueBRANDING BRIEF 10-5:Research Data 375How P&G lnnovates Using QualitativeQuantitative Research Techniques372373375Brand Awareness 376Brand Image 378Social Media Listening and MonitoringBRANDING BRIEF 10-6:Brand Responses380Gatorade's Social Media Command Center382BRANDING BRIEF 10-7:Brand RelationshipsUnderstandingAttribution Modeling384THE SCIENCE OF BRANDING 10-2:383 Understanding Brand EngagementComprehensive Models of Consumer-Based Brand EquityReview389Discussion Questlons390BRAND FOCUS 10.0: Young & Rubicam's Brand Asset ValuatorNotes39738139138938736715