Strategic Brand Management Building, Measuring, and Managing Brand Equity Global Edition This page intentionally left blank Strategic Brand Management 4e Building, Measuring, and Managing Brand Equity Global Edition Kevin Lane Keller Tuck School of Business Dartmouth College Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal Toronto Delhi Mexico City São Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo Editor in Chief: Stephanie Wall Senior Acquisitions Editor: Erin Gardner Senior Acquisitions Editor, Global Edition: Steven Jackson Senior Editorial Project Manager: Kierra Bloom Editorial Assistant: Jacob Garber Editorial Assistant, Global Edition: Toril Cooper Director of Marketing: Maggie Moylan Executive Marketing Manager: Anne Fahlgren Marketing Manager, International: Dean Erasmus 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 Senior Art Director: Janet Slowik Interior Designer: Karen Quigley Cover Designer: Jodi Notowitz Cover Image: © t_kimura Media Project Manager, Editorial: Denise Vaughn Media Project Manager, Production: Lisa Rinaldi Composition/Full-Service Project Management: PreMediaGlobal Cover Printer: Lehigh-Phoenix Color/Hagerstown Pearson Education Limited Edinburgh Gate Harlow Essex CM20 2JE England and Associated Companies throughout the world Visit us on the World Wide Web at: www.pearson.com/uk © Pearson Education Limited 2013 The rights of Kevin Lane Keller to be identified as authors of this work have been asserted by them in accordance with the Copyright, Designs and Patents Act 1988. Authorised adaptation from the United States edition, entitled Strategic Brand Management, 4th Edition, ISBN: 978-0-13-266425-7 by Kevin Lane Keller, published by Pearson Education, Inc., © 2013. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without either the prior written permission of the publisher or a licence permitting restricted copying in the United Kingdom issued by the Copyright Licensing Agency Ltd, Saffron House, 6–10 Kirby Street, London EC1N 8TS. All trademarks used herein are the property of their respective owners. The use of any trademark in this text does not vest in the author or publisher any trademark ownership rights in such trademarks, nor does the use of such trademarks imply any affiliation with or endorsement of this book by such owners. 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Credits and acknowledgments borrowed from other sources and reproduced, with permission, in this textbook appear on the appropriate page within text. ISBN 13: 978-0-273-77941-4 ISBN 10: 0-273-77941-9 British Library Cataloguing-in-Publication Data A catalogue record for this book is available from the British Library 10 16 15 14 13 12 Typeset in Times LT Std by PreMediaGlobal Printed and bound by Courier/Kendallville in The United States of America The publisher’s policy is to use paper manufactured from sustainable forests. Dedication This book is dedicated to my mother and the memory of my father with much love, respect, and admiration. This page intentionally left blank Brief Contents PART I Opening Perspectives Chapter PART II 29 Brands and Brand Management 29 Developing a Brand Strategy 67 Chapter Chapter Customer-Based Brand Equity and Brand Positioning PART III Designing and Implementing Brand Marketing Programs 141 Chapter Chapter Chapter Chapter PART IV Chapter Chapter Chapter 10 PART V Chapter Chapter Chapter Chapter 11 12 13 14 PART VI Chapter 15 Brand Resonance and the Brand Value Chain 67 106 Choosing Brand Elements to Build Brand Equity 141 Designing Marketing Programs to Build Brand Equity 177 Integrating Marketing Communications to Build Brand Equity 217 Leveraging Secondary Brand Associations to Build Brand Equity 259 Measuring and Interpreting Brand Performance 291 Developing a Brand Equity Measurement and Management System 291 Measuring Sources of Brand Equity: Capturing Customer Mind-Set 324 Measuring Outcomes of Brand Equity: Capturing Market Performance 362 Growing and Sustaining Brand Equity 385 Designing and Implementing Branding Architecture Strategies 385 Introducing and Naming New Products and Brand Extensions 431 Managing Brands Over Time 477 Managing Brands Over Geographic Boundaries and Market Segments Closing Perspectives Closing Observations 509 547 547 This page intentionally left blank Contents Prologue: Branding Is Not Rocket Science Preface 21 Acknowledgments 26 About the Author 28 PART I Opening Perspectives 29 Chapter Brands and Brand Management Preview 30 What Is a Brand? 19 29 30 Brand Elements 30 Brands versus Products 31 BRANDING BRIEF 1-1: Coca-Cola’s Branding Lesson Why Do Brands Matter? 34 Consumers Firms 35 32 34 Can Anything Be Branded? Physical Goods 36 37 BRANDING BRIEF 1-2: Branding Commodities 38 THE SCIENCE OF BRANDING 1-1: Understanding Business-to-Business Branding THE SCIENCE OF BRANDING 1-2: Understanding High-Tech Branding 41 40 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 Branding Challenges and Opportunities 52 50 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 Epilogue When asked how he beat Jimmy Conners in the 1980 Master’s tournament after losing to him in their previous 16 matches, Vitas Gerulaitis quipped: “Nobody…but nobody…beats Vitas Gerulaitis 17 times in a row.” I guess you have to draw the line somewhere. May all your brands be winners. 575 This page intentionally left blank Index A Aaker, David, 380–381, 411, 460, 461, 463–464, 466, 467 Aaker, Jennifer, 334 Absolut vodka, 227 Access, 270 Accountability, 56–57, 292–293 Accounting standards, 381 Act marketing, 182 Active engagement, 121, 348, 349 Activity, 122 Acura, 404 Adamson, Allen, 238 Adamson, Allen P., 155 Adaptability, 144 Addiction, 130 Adherence, 130 Advertising alliances of, 273 billboards and posters, 229–230 cooperative advertising, 204–205 database marketing, 229 defining, 221–222 direct response, 228 emperical generalizations, 254–255 ideal campaign, 221 infomercials, 228 interactive marketing, 236–239 line extensions, 467–468 mobile marketing, 244–246 movies, airlines, lounges, other places, 37, 230 nontraditional advertising, 228–232 online ads, 236–238 pitfalls in, 220 place, 228–232 point of purchase, 231–232 print media, 226–228 product placement, 231 radio, 225–226 retrieval cue, 251 television, 222–225 transformational advertising, 118–119 weak brand links, 251 web sites, 236 African American market, 513 Aftermarketing, 187–190 Age, 114 Ahluwalia, Rohini, 468 Aided recall, 341–342 Ailawadi, Kusum L., 369–370 Aker, David, 465 Alba, Joseph W., 461 Altschul, David, 160 Amazon.com, 186 Ambler, Tim, 309, 312 Ambush marketing, 287 AMD, 130 Analytic thinkers, 468 Andrews, Jonlee, 461 Anheuser-Busch, 511 Ansoff’s growth matrix, 432, 434 Antabax, 85 Apple Computers, 72–73, 90, 122, 147, 222 Archetype research, 330 Arm & Hammer, 496 Asset leverage, 52 Associative network memory model, 79–80 Attachment, 120, 124 Attention, 220 Attitudinal attachment, 120–121, 347 Attribute-perception biased component, 370 Audi, 442 Augmented product level, 31 Avon Breast Cancer Crusade, 424 B Back-to-basics strategy, 491, 493, 498 Balachander, Subramaniam, 370 Barich, Howard, 368 Barone, Michael J., 468 Barwise, Patrick, 370, 532–533 Baskin, Jonathan, 72 Bedbury, Scott, 94, 311 Behavior. See Consumer behavior Behavioral loyalty, 120, 346 Behavioral segmentation, 79–80 Beliefs, 342–343 Ben & Jerry’s, 415 Benetton, 162 Betty Crocker, 159 Beverage category hierarchy, 110 Bhat, Subodh, 457 Bic, 455 Bickart, B. A., 468 Billabong, 440 Billboards and posters, 229–230 Blattberg, Robert C., 135 Blind testing research studies, 364 Blogs, 52, 561–562 Blurring, 172 BMW, 91, 121, 398, 490 Body Shop, 77 Boeing, 38 Boloco, 418–419 Bonfire of the Brands (Boorman), 72 Bonnaroo Music and Arts Festival, 36–37 Boorman, Neil, 72 Boush, D. M., 461, 465 Brand activity, 130 Brand actualization, 390 Brand alliances, 273 Brand America, 267 Brand architecture, 386–393 brand extensions, 564 brand positioning, 392 brand-product matrix, 387 defining, 386 evaluating strategy, 421 future priorities, 563–564 implementing of, 421–422 sub-branding, 392–393 Brand associations. See also Secondary brand associations brand extensions and, 458 brand image, 76–79, 343 577 578 INDEX Brand associations (Continued) brand name and, 150–152 core brand associations, 296 creation of new brand associations, 261 customer mind-set and, 129–130 favorability of, 78, 549 imagery, 114–115 non-product-related imagery, 486–490 product-related performance, 485–486 purchase/usage imagery, 114–115 strength of, 78, 549 uniqueness of, 78–79, 549 Brand attachment, 130 Brand attributes, 77 Brand audits, 60, 293–299. See also Brand tracking studies brand exploratory, 295–298 brand inventory, 294–295 positioning and marketing program, 298–299 Brand awareness, 72, 73–76 advantages of, 74 brand names and, 148–150 breadth and depth of, 108, 548 choice advantages, 74 consideration advantages, 74 corporate societal marketing, 423–424 customer mind-set and, 129–130 defining, 386, 548 desired awareness and image, 404–405 establishing of, 75 expanding of, 495–497 learning advantages, 74 purchase ability, 74 purchase motivation, 74 quantitative research techniques, 339 recall, 73 recognition, 73 tracking survey, 301 Brand balance, 567 Brand benefits, 77 Brand boundaries, 388–389 Brand building brand salience, 107–108 building blocks of, 107 customers’ ownership, 124–125 duality of strong brand, 125 four steps in, 107 implications of, 122–128 luxury brands, 114 measures of, 123–124 resonance and focus, 127–128 richness of brand, 127 sponsorships, 242 values, 115 Brand charter, 307 Brand communities, 122, 424 Brand concept, 460 Brand concept maps (BCM), 297 Brand considerations, 118 Brand consistency, 460, 480–481 Brand contribution, 131 Brand credibility, 117, 123–124, 413–414, 424 Brand design. See also Packaging Brand dynamics, 351–352 Brand Dynamics model, 351–352 Brand elements adaptability, 144 brand audit, 316 brand extension, 457–458 brand names, 147–154 changing of, 499 characters, 156–158 choice of, 59 combining of, 405–407 criteria for choosing of, 142–147 defining, 30–31, 142 future priorities, 564 global brand equity, 535 jingles, 164 legal considerations, 171–173 likeability, 143 linking to multiple products, 407–408 logos and symbols, 155–156 meaningfulness, 143 memorability, 143 options and tactics for, 147 packaging, 164–167 protectability, 147 slogans, 158–164 transferability, 144 URLs, 155 Brand endorsement strategy, 407 Brand engagement, 348, 349, 424 Brand engagement scale, 346, 347 Brand equity. See also Marketing in African Americans, 513 benefits of, 363 brand awareness and, 73–76 brand extensions and, 448–450 brand image and, 76–79 brand vision, 388 as bridge, 70–71 building of, 550 concept of, 57–58 coordinating media for, 251 corporate brand equity, 408 customer diversity, 558–559 customer empowerment, 560 customer equity vs., 135–137 customer-based, 68–71, 126 defining the strategy, 60 as direction for future, 71 finance and, 380–382 geographic boundaries, cultures, and market segments, 60 growing and sustaining, 60 leveraging secondary brand knowledge, 59–60, 260 making a brand strong, 71–73 managing over time, 60, 552 measurement of, 292, 551–552 organizational responsibilities, 309–314 outcomes of, 364–365, 550 overseeing of, 311 price strategy and, 193–199 protecting, 565 protecting sources of, 482–483 as reflection of past, 70–71 sources of, 73–79, 549 Brand equity management system brand charter, 307 brand equity report, 308–309 brand equity responsibilities, 309–314 defining, 60 establishing of, 305–314 managing marketing partners, 313–314 organizational design and structures, 311–313 Brand equity measurement system, 60 accountability and, 292–293 implementing of, 551–552 tracking studies, 300–305 Brand equity report, 308 Brand exploration, 319 Brand exploratory, 295–298 preliminary activities, 295 qualitative research, 296 quantitative research, 298 Brand Extendability Scorecard, 470–471 Brand extensions academic research on, 459–469 advantages of, 435–440 brand equity, 448–450 brand image and, 436 cannibalizing parent brand, 444 category extension, 427 checklist for, 459 to clarify brand meaning, 438–439 INDEX as confusing/frustrating, 441 consumer evaluation of, 448–452 consumer variety-seeking, 437 creating extension equity, 449–450 defining, 433 dilution effects, 469 dilution of brand meaning, 446 diminish category identification, 444 disadvantages of, 441–447 efficiencies of, 437 examples of, 448 failure of, 443 feedback benefits of, 438–440 future priorities, 564 gaining distribution and trial, 436 image of parent brand, 446 for increased competition, 56 increased market coverage, 439 line extension, 427 managerial assumptions, 448–450 marketing programs and, 436 new brands and, 446–447 new customers to franchise, 439 new product acceptance, 436–437 new products and, 432–435 parent brand equity, 450 parent brand image, 439 perceived risk, 436 promotional expenditures, 437 retailer resistance to, 442 revitalizing the brand, 440 scoring, 470–471 subsequent extensions, 440 vertical brand extensions, 451–452 Brand extensions, evaluation of, 452–458 brand elements, 457–458 consumer factors, 455 corporate/competitive factors, 456 define actual/desired consumer knowledge, 452–454 evaluate potential of candidate, 454–457 identify extension candidates, 454 leveraging secondary brand associations, 458 marketing programs for launch, 457–458 parent brand equity, 458 Brand feelings, 118–119 brand tracking survey, 302 corporate societal marketing, 424 excitement, 120 fun, 119 security, 120 self-respect, 120 social approval, 120 summary, 120 warmth, 119 Brand functions, 95 Brand growth, 391 Brand hierarchy, 60, 398–408, 553 corporate/company brand level, 398–399 decisions of, 402 design of, 400–408 desired awareness and image, 404–405 family brand level, 399–400 individual brand level, 400 modifier level, 400 number of levels of, 402–404 product descriptor, 400 Brand history, 116 Brand identity, 107, 168. See also Brand elements Brand image, 72, 76–79, 386, 549 brand extensions and, 436, 439 brand tracking survey, 302 consistency in, 515 corporate societal marketing, 424 favorability of, 78 global brand, 520 improving of, 497–499 strength of, 76–79 uniqueness of, 78–79 Brand imagery, 113–115 Brand inventory, 294–295, 316 rationale for, 295 Brand investments, 566 Brand journalism, 559 Brand judgments, 117–118, 301 brand considerations, 118 brand credibility, 117 brand quality, 117 brand superiority, 118 Brand knowledge, 261–262. See also Secondary brand associations cause marketing program and, 262 guidelines for, 549 strong brand and, 71–73 summary of, 548 transfer of, 262 Brand knowledge structure (BKS), 375 Brand leadership, 51–52 Brand licensing, 371 Brand line, 387 Brand line campaigns, 416 Brand loyalty, 35, 80, 122, 124 Brand management. See also Strategic brand management brand priorities, 556–567 changing brand elements, 497–499 579 consistency and change, 481 customer-centered, 136 establishment of standards, 63 expanding brand awareness, 495–497 fortifying vs. leveraging, 484 improving brand image, 497–499 maintaining consistency, 480–481 managerial assumptions, 448–450 market leaders and failures, 480–481 marketing programs and, 484–490 new/additional usage opportunities, 495–497 product-related performance associations, 485–486 protecting brand equity, 482–483 reinforcing brands, 479–490 repositioning, 498–499 revitalizing brands, 490–499 Rolex example, 315–321 seven deadly sins of, 554–556 Brand mantras communicate, simplify, inspire, 96 core brand associations, 296 defining and establishing, 93–96 designing of, 94–96 implementing of, 96 Brand marketers, 567 Brand marketing programs brand elements, 59 integrating/supporting the brand, 59 leveraging secondary associations, 59–60 planning and implementing, 58–59 positioning and, 298–299 standardization vs. customization, 521–527 Brand meaning, 107, 113–115, 438–439, 446 Brand mix, 387 Brand name, 30–31, 147–154 brand associations and, 150–152 brand awareness and, 148–150 differentiated, distinctive, and unique, 149–150 familiarity and meaningfulness, 149 linguistic characteristics, 151–152 naming guidelines, 148–152 naming mistakes, 152–153 naming procedures, 152–154 pronunciation and spelling of, 148–149 trademark issues of, 172–173 Brand partnerships, 532–533 Brand performance, 60, 111–113, 116–117, 301–302, 485–486 580 INDEX Brand persistence, 391 Brand personality, 115, 333–334, 409 Brand personas, 299 Brand portfolio decisions, 371 Brand portfolios, 60, 387 acquiring new customers, 499–500 adjustments to, 499–502 cash cows, 395 defining, 393 flankers, 394–395 high-end prestige brand, 395–398 low-end entry-level brand, 395 Marriott example, 396–397 migration strategies, 499 obsolescing existing products, 501–502 retiring brands, 500–501 role of brands in, 394 Brand positioning, 392. See also Positioning guidelines basic concepts, 79 conflicts in, 311 defined, 79 global brand positioning, 520–521 identifying and establishing, 58, 79–85 marketing program and, 298–299 model, 58, 68, 566 nature of competition, 81–82 points-of-parity/-difference, 82–85 target market, 79–81 Brand potential, 386–392, 563–564 Brand priorities, 556–567 brand balance, 567 brand positioning model, 566 brand resonance model, 566 brand value chain model, 566 cause marketing, 565 customer diversity, 558–559 customer empowerment, 560 customer focus, 556–560 deeper understanding of, 566 marketing program, 561–562 product performance, 560–561 protecting brand equity, 565 Brand proliferation, 54–55, 442 Brand prominence, 347 Brand quality, 117 Brand recall, 73, 340–341, 571 categorical brand recall, 343 language and, 537–538 Brand recognition, 73, 339–340 Brand relationship quality (BRQ), 348–351 Brand relationships, 107, 346–351 attitudinal attachment, 347 behavioral loyalty, 346 consumer-brand relationship, 349 Fournier’s research, 348–351 Brand Report Card, 555 Brand resonance, 120–122, 302 attitudinal attachment, 120–121 behavioral loyalty, 120, 122 focus and, 127–128 global brand, 520 model, 58, 68, 107, 566 sense of community, 121 Brand responses, 107, 117, 344– 345, 520 Brand salience, 107–111, 520 breadth and depth of awareness, 108 product category structure, 109–110 strategic implications, 110–111 summary of, 111 Brand scents, 183 Brand signature, 251 Brand strength, 53, 131, 377 Brand superiority, 118 Brand tracking studies, 60 corporate (family) brand tracking, 300–302 global tracking, 302–303 how to conduct, 303–304 interpretation of, 305 product-brand tracking, 300 sample survey, 301–302 what to track, 300–303 when/where to track, 303–304 whom to track, 303 Brand value, 36. See also Valuation approaches Brand value chain, 128–132 customer mind-set, 129–130 implications of, 131–132 investor sentiment multiplier, 131 market performance, 130–131 marketing program investment, 129 marketplace conditions multiplier, 130 program quality multiplier, 129 shareholder value, 131 value strategies, 129–131 Brand value chain model, 58, 68, 107, 566 Brand-aschematic consumers, 468 BrandAsset Valuator (BAV). See Young & Rubicam’s BrandAsset Valuator (BAV) Brand-based comparative approaches, 364–365 Brand-development review, 311 Brand-driven organization, 310 Branded house, 392 Branded variants, 204 Branding effects, 468 Branding Only Works on Cattle (Baskin), 72 Branding philosophy, 559 Branding strategies. See also Global brand strategy accountability, 56–57 brand architecture, 386–393 brand hierarchy, 398–408 brand line campaigns, 416 brand proliferation, 54–55 business-to-business products, 37–41 cause marketing, 423–426 challenges and opportunities of, 52–57 co-branding, 269–275 combining brand elements, 405–407 competition, 56 corporate image campaigns, 415–417 costs, 56 customers and, 52–53 defining, 60 design of, 400–408 desired awareness and image, 404–405 economic downturn, 54, 55 emotional branding, 118–120 finance and, 380–382 geographic locations, 48 green marketing, 425–426 high-tech products, 39–41 historical origins, 61–64 ideas and causes, 48 internal branding, 97 legal branding considerations, 171–173 linking brand elements to multiple products, 407–408 media fragmentation, 55–56 online products and services, 43–44 people and organizations, 45–46 person branding, 283 physical goods, 37–41 private label strategy, 210–212 retailers and distributors, 43 services, 42–44 social media, 55–56 sports, arts, and entertainment, 46–47 Brand/price tradeoff, 367–368 Brand-product matrix, 387 INDEX Brand(s) actual/desired consumer knowledge of, 452–454 application of, 36–48 competitive advantage of, 31–32 consumers and, 34–35 defined, 30–34 duality of, 125 earnings of, 35–36 firms and, 35–36 future brand priorities, 556–567 imitator brands, 172 importance of, 34–36 option value of, 137 orphan brand, 500–501 as perceptual entity, 36 power of, 122 product decisions and, 35 products vs., 31–34 reinforcement strategies, 503 retiring of, 500–501 revitalizing of, 440, 490–499, 503 richness of, 127 strong brands, 48–52, 70, 71–73, 554–556 value of, 35–36, 377 Brand-schematic consumers, 468 Brand-self connection, 347 Brand-specific associations, 461 Brandt, Louis, 320 Branson, Richard, 444–446 Breadth of awareness, 108 Bridges, Sheri, 461, 464, 466, 467 Bristol-Myers Squibb, 86 British Airways, 413 Broad information provision strategy, 250 Broniarczyk, Susan M., 461 Bubble exercises, 328 Buchanan, L., 468 Burberry, 492 Burke, Raymond R., 368 Burrell, Thomas, 513 Burton Snowboards, 338 Business-to-business branding, 37–41 Business-to-business products, 535 Business-to-business segmentation bases, 79–80 Buzz marketing, 247 C Campbell, William I., 193 Campbell’s Soup, 86 Candler, Asa, 62 Cannibalization, 444–445, 451 Canon, 155 Carpenter, Gregory S., 274 Cash cows, 395 Catalog retailers, 200 Categorical brand recall, 343 Categorization perspective, 459–460 Category benefits, 86 Category coherence, 461 Category expected life analysis, 375 Category extension, 448 Category extensions, 392 Category leaders, 110 Category management, 313 Category points-of-parity, 84 Cause marketing, 262, 415, 565 advantages of, 423–424 benefits of, 423–424 brand equity and, 423–426 designing programs, 424–425 green marketing, 425–426 Celebrity endorsement, 278–282 guidelines for, 281–282 potential problems of, 279–280 Centralization, 521, 535 Chang, Dae Ryun, 370 Channel strategy, 199–209 channel design, 199–201 channel support, 203 company-owned stores, 205–207 cooperative advertising, 204–205 direct channels, 205–207 indirect channels, 201–205 push and pull strategies, 201–202 retail segmentation, 204 web strategies, 208 Characters, 156–158 benefits of, 157–158 cautions on, 158 creative/strategic thinking for, 160 Chernev, Alexander, 467 Chief brand officer (CBO), 311 Chief marketing officers (CMOs), 131 China, 538, 541–543 emerging local leaders, 542 foreign interest in, 541–542 global strategy of, 543 growing consumer class, 541 Chivas Regal, 495 Chobani, 433 Choice, 74 Chrysler, 115 Cisco, 402 Clark, Bruce, 309 CLIF Bar, 179 Clorox, 463 Coach, 496 Co-branding, 269–275 advantages/disadvantages of, 270–271 581 co-branded ingredient, 273 guidelines for, 271–272 ingredient branding, 272–275 Coca-Cola, 32–33, 62, 237, 371–372, 522–523, 526–527, 536 Cohen, Dorothy, 171–172 Coldplay, 479 Colgate Total, 557 Colgate Wisp, 150 Colgate-Palmolive, 526, 536 Colvin, Geoffrey, 126 Commitment, 351 Commodity business, 181 Commodity product, 38 Commonality, 249–250 Commonality leveraging strategy, 263 Communicability, 87 Communicate, 96 Communications strategy, 525–526, 558–559 Community, 121, 124 Company brand, 398–399 Company-owned stores, 205–207 Comparative methods, 364–368, 379 brand-based approaches, 364–365 conjoint analysis, 367–368 marketing-based approaches, 365–367 Comparison tasks, 330 Competence, 571 Competition, 56, 81–82, 518 Competitive analysis, 81 Competitive factors, brand extension candidates, 456 Competitive frame of reference, 85–86 Competitive leverage, 449 Competitive points-of-parity, 84 Complementarity, 250, 263, 551 Completion tasks, 328 Comprehension, 220 Conceptual combinations, 273 Conformability, 250 Conjoint analysis, 367–368 Conlon, Jerome, 94 Consideration advantages, 74, 124 Consistency, 551 Consumer behavior, 220, 325. See also Customer(s) brand extensions and, 448–452, 454–455 brands and, 34–35 green marketing and, 426 managerial assumptions, 448–450 Consumer decisions, 74 Consumer dialogue, 186 Consumer guides, 52 582 INDEX Consumer needs, 516 Consumer price perceptions, 191–192 Consumer promotion, 232–235 Consumer purchase motivation, 74 Consumer research, 337 Consumer-based brand equity brand dynamics, 351–352 CBBE model and, 352 comprehensive models of, 351–352 equity engine, 351–352 pyramid model, 107 Consumer-brand relationship, 349 Contact, 180 Contribution, 249 Converse, 54 Cooperative advertising, 204–205 Copy testing, 224 Copyrights, 35 Core benefit level, 31 Core brand associations, 296, 439 Corporate (family) brand tracking, 300–302 Corporate brand, 38, 39, 263–266, 416, 569 Corporate brand equity, 408 Corporate brand level, 398–399 Corporate brand personality, 409 Corporate branding, 408–420 brand equity, 408 brand personality, 409 social responsibility, 414–415 Corporate credibility, 123–124, 413–414 Corporate expertise, 413 Corporate factors, brand extension candidates, 456 Corporate image, 300–302, 399 Corporate image associations, 411 Corporate image campaigns, 415–417 Corporate image dimensions, 409–414 attributes, benefits, attitudes, 409–411 corporate credibility, 413–414 people and relationships, 411–412 values and programs, 412–413 Corporate likeability, 413 Corporate name changes, 418–420 Corporate reputations, 410 Corporate societal marketing (CSM), 423–424 Corporate sponsors, 286–287 Corporate trademark licensing, 278 Corporate trustworthiness, 413 Correlational points-of-parity, 84 Cost, 56, 250 Cost approach, 374 Cost-per-click, 237 Cottrill, Geoff, 54 Counterfeiting brands, 146, 172 Country of origin/geographic areas, 266–269 Courtesy, 571 Coverage, 248–249 Crawley, Dennis, 245 Crayola Crayons, 183, 388 Creative strategy, 222 Creative Technology, 39 Credence goods, 35 Credibility, 123–124, 413–414, 439 Crisis marketing, 504–506 Cross-category assortment, 270 Cultural events, 282–283 Cultural segments, 60, 511–512 Customer diversity, 558–559 Customer empowerment, 560 Customer equity, 134–136 Blattberg and colleagues, 135 brand equity vs., 136–137 defined, 134 Kumar and colleagues, 136 maximizing of, 126 Rust, Zeithaml, and Lemon, 135–136 Customer experience management (CEM), 182 Customer lifetime value (CLV), 134–135 Customer mind-set, 129–130 brand activity, 130 brand associations, 129 brand attachment, 130 brand attitudes, 129 brand awareness, 129 Customer service programs, 188 Customer value creating of, 134–137 customer equity, 134–136 Customer visits, 337 Customer-based brand equity (CBBE), 68–71. See also Brand building; Global customer-based brand equity brand awareness, 73–76 brand equity as bridge, 70–71, 352 brand image, 76–79 brand knowledge, 71–73 brand priorities, 556–560 defined, 68–69 differential effect of, 69 global customer-based brand equity, 519–520 response to marketing, 69–70 sources of, 73–79 summary of, 548–550 tactical guidelines, 550–553 Customer-centered brand management, 126 Customer-focused corporate image association, 411–412 Customer(s) acquisition of new customers, 499–500 brand line extensions and, 439 brand schematic, 468 confusion/frustration of, 441 engaged customers, 122, 124, 424 knowledge and awareness of, 52–53 risk perceived by, 436 Customization, standardization vs., 521–527 CVS, 81 Cybersquatting, 155, 172 Cyrix, 130 D Dacin, Peter, 465 DaimlerChrysler, 271 Dashboards, 308–309 Database marketing, 229 Davis, Scott, 310 Davis, William, 315 De Beers Group, 38 Decentralization, 535 Decision rules, 74 Defensive stance, 92 Deighton, John, 135 Deliverability criteria, 87 Dell, 527 Delta Faucet, 480 Demand-side method, 243 Demographic factors, 80, 114 age, 114 gender, 114 income, 114 race, 114 segmentation, 511–512 segmentation by, 80 Depth of awareness, 108 Deregulation, 56 Desai, Kalpesh, 273 Descriptive modifier, 95–96 Desirability criteria, 87–88 Developed vs. developing markets, 528–529 DHL, 532 Diamond industry, 38 Dichter, Ernest, 326 Differentiation, 126 Differentiation criteria, 87–88 Dillon, William R., 370 Dilution effects, 469 Direct approach, 292 Direct channels, 199, 205–207 Direct response, 228 Discovery Channel, 71 INDEX Disney, 95–96, 276–277, 565 Distinctiveness, 87, 129 Distribution, 269. See also Channel strategy economies of scale in, 514 international distribution, 526–527 Distribution strategy, 526–527 Diverse communications options, 561–562 Diversity, 558–559 Diverting, 198 Domain names, 155 Domain squatting, 155 Domino’s Pizza, 293, 521–522 Dow Chemical, 416 Dual branding, 273 Duality, 125 Dubelar, Chris, 370 Dubow, Craig, 75 DuPont, 276, 332 Durability, 113 E Earned media, 239 Economic downturn, 54, 55 Economic profit, 375 Economies of scale, 514 Ego needs, 92 El-Ezaby, 234 Emotional branding, 118–120 Emotional modifier, 96 Empirical generalizations, 254–255 Engaged customers, 122, 124, 424 Engagement, 121 Entertainment industries, 46–47 Entertainment licensing, 277 Entity theorists, 468 Environmentally concerned corporate image association, 413 Equalization price, 370 Equity Engine, 351–352 Erdem, Tülin, 370 Erickson, Gary, 179 ESPN, 242, 399 Essential Action, 72 Ethnography, 326 Etisalat, 223–224 Event marketing and sponsorships, 239–244 choosing opportunities, 241 designing programs, 241 guidelines for, 241 measuring activities, 243–244 rationale for, 240–241 sponsored events, 282–283, 286–288 Eveready, 158 Everyday low pricing (EDLP), 197–199 Excitement, 120 Exemplars, 86, 364 Expected product level, 31 Experience economy/business, 181 Experience goods, 35 Experience providers, 182 Experiential marketing, 181–182 Experiential methods, 334–338 Exposure, 220 Extension equity, 449–450 Eye tracking, 340 F Facebook, 238–239, 562 Fader, Peter, 377 Family brand/branding strategy, 263, 399–400, 433, 569 Farquhar, Peter H., 464 Feasibility, 87 Febreze, 494 Federal Express, 117 Federal Trade Commission (FTC), 63 Fedorikhin, Alexander, 462 Feel marketing, 182 Feelings, 109, 124. See also Brand feelings Fehle, Frank, 381 Fiat, 417 Fighter brands, 394–395 Filo, David, 155 Financial Accounting Standards Board (FASB), 381 Financial commitment, 52 Financial risk, 35 Fit, 460–461 Flagship product, 405 Flankers, 394–395 Food Marketing Institute (FMI), 442 Ford Motor Company, 217 Fornell, Clas, 381 Forward buying, 198 Ps (product, price, place, promotion) of marketing, 187 Fournier, Susan, 348–351, 381 Fournier’s brand relationship research, 348–351 Foursquare, 245 Fox, Richard J., 465 Franchise extension, 439 Frank, Sidney, 284 Free association, 326–328 Frenz Hotel, 76 Frequency programs, 189–190 Fun, 119 Functional risk, 35 583 Function-oriented brands, 460 Fund raising, 371 Funnel stages and transitions, 80 Future Brand, 48 G Gannett, 75 The Gap, 168 Gates, Thomas N., 505 Gatorade, 168 Gender, 114 General Electric (GE), 287, 425 General Mills, 63, 158, 159, 407 General Motors, 120, 442 Generally accepted accounting practices (GAAP), 381 Generics, 31, 210 Geographic locations, 48, 60, 80, 266–269 Geotargeting, 245 Gerstein, Richard, 225 Gillette, 195, 487–488, 515 Gilmore, James H., 181 Glazer, Rashi, 274 Global brand strategy, 519–521 brand image, 520 brand positioning, 520–521 brand responses, 520 brand salience, 520 customer-based brand equity, 519–520 positioning of, 520–521 resonance, 520 ten commandments for, 540 Global customer-based brand equity, 519–520, 529–539 brand building, 530–531 brand partnerships, 532–533 brand recall and language, 537–538 communications strategy, 525–526 developed vs. developing markets, 528–529 distribution strategy, 526–527 global and local control, 535 global brand equity measurement system, 537 integrated marketing communications, 532 leveraging brand elements, 537 marketing infrastructure, 531–532 measurement system for, 537 operable guidelines, 536–537 pricing strategy, 527 product strategy, 522–523 similarities/differences in, 529–530 standardization and customization, 521–527, 533–535 584 INDEX Global marketing advantages of, 514–515 brand image consistency and, 515 brand/product development, 518 candidates for global campaigns, 534–535 consumer differences, 516–517 consumer response, 516–517 disadvantages of, 516–518 economies of scale, 514 legal environment and, 518 market entry strategies, 533 marketing costs, 515 power and scope, 515 rationale for, 512 sustainability and leverage, 515 Global tracking, 302–303 Globalization, 56 Godin, Seth, 185–186 Golder, Peter N., 50–51, 52 Gome, 542 Goods business, 181 Goodwill, 372 Goodyear, 206 Google, 44, 356–358, 387 Grand Metropolitan, 373 Green, Paul E., 367 Green Giant, 157 Green marketing, 425–426 consumer behavior, 426 lack of credibility, 425–426 Grewal, Radeep, 468 Grey Goose, 284 Groupon, 235 Growth matrix, 432, 434 Growth potential, 131 Gucci, 446 Guitar Hero, 486 H H & R Block, 110 H. J. Heinz, 62, 196 Haire, Mason, 328, 329 Hamilton, Ryan, 467 Harley-Davidson, 278 Harley-Davidson Motor Company, 122, 493 Harrah’s, 309 Harry Potter film series, 47 Hastings, Reed, 401 HBO, 160 Heineken, 522, 533 Heinz, 528 Herr, Paul M., 464 Heuristic, 74 Hewlett-Packard (HP), 336 High-end prestige brand, 395–398 High-image products, 534 High-quality corporate image association, 411 High-tech products, 39–41, 534, 569–570 Hindustan Lever, 531 Hirshberg, Gary, 426 Hitachi, 155 Holak, Susan L., 457 Holbrook, Morris, 172 Holistic methods, 368–378, 379 residual approaches, 368–370 valuation approaches, 371–377 Holistic thinkers, 468 Home Shopping Network (HSN), 497 Honda, 461 Horsky, Dan, 381 Hulu, 43 The Hunger Games, 56 Hyundai, 194–195, 219 I IAS 38 Intangible Assets, 381–382 IBM, 264–265 Ideas and causes, 48. See also Cause marketing IFRS 13 Fair Value Measurement, 382 IFRS Business Combinations, 378 IFRS 36 Impairments of Assets, 382 Ikea, 83 Illy, Andrea, 534 Image transfer process, channels of distribution as, 269 Image/image management, 342–344, 424–425 Imagery, 109, 123, 486–490 Imitator brands, 172 Imprinting moment, 330 Inclusion effect, 464 Income, 114 Income approach, 374 Incremental theorists, 468 Independent self-construal, 468 India, 528 Indirect approach, 292 Indirect channels, 199, 201–205 channel support, 203 cooperative advertising, 204–205 push and pull strategies, 201–202 retail segmentation, 204 Indirect competition, 82 Individual brand, 400 Infomercials, 228 Information processing model of communications, 220–221 Infosys, 38–39 Ingredient branding, 272–275 advantages/disadvantages of, 275 guidelines, 275 Inherent brand potential, 390 Innovation, 52 Innovative corporate image association, 411 Intangible assets, 372 Integrated marketing communication (IMC) program, 247–252 brand equity, 251 choice criteria, 250 commonality, 249–250 complementarity, 250 conformability, 250 contribution, 249 cost, 250 coverage, 248–249 criteria for, 248 evaluation options, 252 final design and implementation, 253 global brands, 532 priorities and tradeoffs, 252 Intel, 75, 482–483 Intellectual property rights, 35 Intensity, 122 Intentions, 220 Interactive marketing, 236–239 Interbrand’s brand valuation methodology, 376–377 Interdependence, 351 Interdependent self-construal, 468 Internal branding, 97, 310 International Accounting Standards Board (IASB), 381 International distribution, 526–527 International Labour Organization, 72 International marketing. See Global marketing Interpretation tasks, 328 Intimacy, 351 Introductory stage, 437 Investor sentiment multiplier, 131 J Jacobson, Robert, 380–381, 466 Jeep, 122 Jingles, 164 John, Deborah Roedder, 466, 468 John Deere, 203 Johnnie Walker, 525 Johnson & Johnson, 504–506 Joiner, Christopher, 464, 466 Joint ventures, 533 INDEX Judgments, 109, 123–124 Jun, Sung Youl, 273 K Kalwani, Manohar U., 370 Kamakura, Wagner A., 369 Keller, Kevin Lane, 273, 411, 460, 461, 463–464, 465, 466, 467, 468 Kellogg, 530 Kendall Oil, 167 KFC (Kentucky Fried Chicken), 143–144, 542 Kindle, 447 Kirmani, A., 466, 467 Kleenex, 212 Klein, Naomi, 72 Klink, Richard R., 467 Knox, Steve, 247 Knutson, Brian, 333 Koehn, Nancy, 501 Kraft, 167, 512 Krishnan, Shanker, 466 Krisnan, M.S., 381 Kumar, Piyush, 273 Kumar, V., 136 L Labeling of brand extensions, 437 Lacoste, 490–491 Laddering, 91–92 Lancia, 417 Lane, V. R., 381, 466 Lane, Vicki R., 467 Lanham Act (1946), 63 LaPointe, Pat, 308 Las Vegas (branding of place), 48 Lauterborn, Robert F., 180 Lawson, Nigella, 45 Lawson, Robert, 460 Leadership, brand leadership factors, 51–52 Learning advantages, 74 Lee, Yih Hwai, 538 Legal branding considerations, 171–173 counterfeit and imitator brands, 172 historical and legal precedence, 172 names, 172–173 packaging, 173 trademark issues, 172–173 Legal environment, 518 Lego, 239 Lehmann, Donald R., 369–370 Lemon, Katherine, 135–136 Lenova, 542 Leveraging process. See also Secondary brand associations existing brand knowledge, 261–262 global marketing, 515 guidelines for, 262–263 leveraging another entity, 88 new brand associations, 261 Levi Strauss & Company, 206–207, 467, 537 Levin, Aron M., 273 Levin, Irwin P., 273 Levy, Keith, 225 Levy, Sidney J., 296 Licensing, 275–278 advantages/disadvantages of, 271 corporate trademark licensing, 278 entertainment licensing, 277 guidelines for, 278 merchandising licensing, 275–277 Likeability, 143 Line extension, 392, 439 Line extension trap, 444 Liz Claiborne, 369 Logos and symbols, 31, 46, 155–156 Loken, Barbara, 464, 465, 466 L’Oréal, 437–438, 515 Louviere, Jordan, 370 Love/passion, 351 Low-end entry-level brand, 395 Low-involvement decisions, 74 Low-priced competitors, 56 Loyalty, 346 Loyalty ladder, 346 Loyalty programs, 189–190 Luxury branding, 114 LVMH (Louis Vuitton Moet Hennessey), 265 M Macy’s, 30, 420, 510 Mad Men, 231 Madden, Thomas J., 381 Magazines, 226–227 Mahajan, Vijay, 273 Mambo, 453 Managerial persistence, 52 Manufacturers, 34 Market, 79 Market approach, 374 Market coverage, 439 Market dynamics, 131 Market leadership, 51 Market performance, 130–131 Market segments, 60, 80, 376–377 African Americans, 513 behavioral segmentation, 79–80 cultural segments, 511–512 demographic segments, 511–512 585 identifying, 497–498 regional markets, 510–511 segmentation bases, 79–81 Market share, 131 Marketing. See also Global marketing advantages of strong brands, 69 brand equity and, 478 buzz marketing, 247 cause marketing for brand equity, 423–426 consumer response to, 516–517 creating ROI from, 379 crisis marketing, 504–506 dashboards, 308–309 experiential marketing, 181–182 future priorities, 561–562 green marketing, 425–426 integrating programs and activities, 179–187 managing marketing partners, 313–314 marketing assessment system, 312 one-to-one marketing, 184–185 organizational design for, 311–313 permission marketing, 185–186 personalizing of, 181–186 perspectives on, 178–179 relationship marketing, 182–183 social media. See Social media word-of-mouth, 246–247 Marketing audit, 293 Marketing channels, 199 Marketing communications. See also Advertising; Integrated marketing communication (IMC) program billboards and posters, 229–230 brand extensions, 437 brand-building communications, 219–221 challenges in, 219–221 database marketing, 229 defining, 218 direct response, 228 effectiveness of, 220 event marketing and sponsorship, 239–244 ideal ad campaign, 221 industrial/business-to-business products, 569 information processing model, 220–221 interactive, 236–239 mobile marketing, 244–246 movies, airlines, lounges, other places, 230 multiple communications, 221 586 INDEX Marketing communications (Continued) new media environment, 219–221 online ads, 236–238 options for, 218 pitfalls in, 220 point of purchase, 231–232 print, 226–228 product placement, 231 promotion, 232–236 public relations and publicity, 246 radio, 225–226 strengthening communication effects, 251 television, 222–225 web sites, 236 Marketing infrastructure, 531–532 Marketing partners/partnerships, 203, 313–314 Marketing program brand extensions, 437, 457–458 brand line campaigns, 416 brand positioning and, 298–299 corporate image campaigns, 415–417 cost advantages in global program, 515 investment in, 129 optimal marketing program, 457–458 reinforcing brands with, 484–490 for strong brand, 554–556 uniformity in, 515 Marketing-based comparative approaches, 365–367 applications, 366–367 critique of, 367 Marks & Spencer, 43 Marlboro, 193–194, 539 Marriott, 396–397 Martin, Chris, 479 Maslow’s hierarchy of needs, 91–92 Mass customization, 183–184 Mass market, 52, 62 MasterCard, 125, 127, 516 Matta, Shashi, 468 Maxwell House, 329 Mayo Clinic, 306 McCarthy, Michael S., 466 McDonald’s, 73, 434–435, 531–532 McGovern, Gail, 308–309 McQuarrie, Ed, 337 Meaningfulness, 143 Means-end chains, 92 Media environment, 219–221 Media fragmentation, 55–56 Memorability, 143 Mental maps, 296, 327 Mercedes Benz, 73, 271 Merchandising licensing, 275–277 Merchant, Gordon, 440 Mergers and acquisitions, 371 Message strategy, 222 Method Products, 169–170 Me-too entry, 449 Meyer, Christopher, 182 Michelin, 145, 450 Michelob, 481 Microsoft, 337 Migration strategies, 499 Milberg, Sandra, 460 Milberg, Sandra J., 466 Miller beer, 395, 446 Millward Brown, 304 Millward Brown’s Brand Dynamics model, 351–352 Mind share, 110 Miniard, Paul W., 468 Mithas, Sunil, 381 Mizik, Natalie, 381 Mobile marketing, 244–246 Modifier, 400 Monga, Alokparna Basu, 468 Moosejaw, 180–181 Morgan, Neil A., 381 Morgeson, Forest V., III, 381 Morpheme, 151 Morrin, Maureen, 466 Motel 6, 225 Mountain Dew, 492, 494 MTV, 296–297, 488 Multidimensional scaling (MDS), 344 Multiple communications, 221 Multiple information provision strategy, 250 Murdoch, Rupert, 372–373 Muthukrishan, A. V., 461–462 Mycoskie, Blake, 415 Mystery shoppers, 337 N Nakamoto, Kent, 274 Name changes, 418–420 National Biscuit, 62 National manufacturer brands, 62 Nationwide, 244 Nedungadi, Prakash, 343 Negatively correlated attributes/ benefits, 88 Nescafé, 329 Neslin, Scott A., 369–370 Nestlé, 534 Net Promoter Score (NPS), 345 Netflix, 401 Neuromarketing, 332–333 New attribute expansions, 273 New brand associations, 261 Newcastle, Australia, 110–111 New markets, 497–498 New products. See also Brand extensions acceptance of, 436–437 brand extension and, 432–435, 446–447 New Zealand Way (NZW) brand, 268 News Corporation, 372–373 Newspapers, 226–227 Nike, 94, 95, 199–200, 206 Nivea, 450, 520 No Logo (Klein), 72 Nonattribute preference component, 370 Non-product-related imagery associations, 486–490 Nonprofit organizations, 45 Nontraditional advertising, 228–232 Nonverbal elements, 537–538 Nordstrom, 411 Nunes, Joseph C., 468 O Obsolescing existing products, 501–502 Ocean Spray, 439–440 Offensive actions, 92 Office Depot, 337 Oliva, Terence A., 368 Olivetti, 51 Olympics, 286–288, 434 OMEGA, 320 100-Calorie packs, 165 One-to-one marketing, 184–185 Online ads, 236–238 Online products and services, 43–44 Online service quality, 568 Opt-in advertising, 245 Option value of brands, 137 Oreo brand, 512 Organizations branding of, 45–46 design and structures, 311–313 global marketing programs, 535 Orphan brand, 500–501 Outlet stores, 199 Out-of-home advertising, 228–229 Outpost.com, 76 Overbranding, 570 Overstock.com, 420 Owned media, 239 Ownership effect, 467 INDEX P Packaging, 164–167 benefits of, 165 brand extensions, 437 changes in, 167 color of, 166–167 design of, 166–167, 340 innovations in, 166 objectives of, 164 point of purchase, 166 psychology of, 169 shelf impact of, 166 trademark issues of, 173 Paid media, 239 Palmisano, Sam, 264 Palmolive, 523, 536 Pan, Yigang, 538 Panda Express, 97 Pandora, 44 Parent brand, 433, 439, 442–444, 450, 458 Park, C. Whan, 273, 460, 462, 466 Park, Chan Su, 370 Park, Jongwon, 466, 468 Part worth, 367 Participating marketing, 185–186 Partner quality, 351 Patek Philippe, 320 Patents, 35 Patriotic appeals, 267 People branding of, 45–46 celebrity endorsement, 278–282 corporate image associations, 411–412 Peppers, Don, 184–185 Pepsi-Cola, 32, 168 Perceived quality, 187 Perceptual maps, 70 Performance, 109, 123 Permission marketing, 185–186 Perry, Michael, 377 Person brand, 283 Personal digital assistants (PDAs), 91 Personality ratings, 335 Personalizing marketing, 181–186 experiential marketing, 181–182 one-to-one marketing, 184–185 permission marketing, 185–186 Personas, 299 Pessemier, Edgar, 366 Pharmaceuticals, 63 Pharmacia, 63 Philip Morris, 193 Philips Consumer Electrics, 416 Physical goods, 37–41 Physical risk, 35 Physiological needs, 92 Pine, B. Joseph, 181 Pischetsrieder, Bernd, 134 Place advertising, 228–232 Place branding, 48 Planter’s, 366 Plosives, 151 Point of purchase, 166, 231–232 Points-of-difference (PODs), 83–84 choice of, 87–88 deliverability criteria, 87 desirability criteria, 87 establishing of, 88–90 Points-of-parity associations (POPs) establishing of, 88–90 points-of-difference vs., 84–85 Political positioning, 89 Pop-up stores, 205 Porsche 911, 342 Porsche Boxster, 341 Positioning. See Brand positioning Positioning guidelines, 85–93 competitive frame of reference, 85–86 deliverability criteria, 87 desirability criteria, 87–88 laddering, 91–92 leveraging equity of entity, 88 points-of-parity/-differences, 82–85, 87–88 politicians, 89 reacting, 93 redefining the relationship, 90 separate the attributes, 88 updating positioning over time, 91–93 Posters, 229–230 Potential product level, 31 Power brand, 515 Prada, 403 Precision marketing, 228 Preemptive cannibalization, 444 Prestige-oriented brands, 460 Prevention focus, 468 Price bands, 191 Price segmentation, 197 Price stability, 198–199 Pricing strategy to build brand equity, 193–199 consumer price perceptions, 191–192 everyday low pricing (EDLP), 197–199 global strategy, 527 product costs, 195–196 product design and delivery, 195 product prices, 196 promotion and, 270 value pricing, 193–194 Principle of commonality, 407–408 587 Principle of differentiation, 405 Principle of growth, 402 Principle of prominence, 406 Principle of relevance, 405 Principle of simplicity, 404 Principle of survival, 402 Principle of synergy, 402 Print media, 226–228 Pritchard, Marc, 225 Private label strategies, 43, 210–212 Procter & Gamble, 30, 62, 63, 88, 92, 183, 196–198, 313, 393, 501, 528–529, 533, 558–559 Product category structure, 109–110 Product costs, 195–196 Product descriptor, 400 Product design, 561 Product design and delivery, 195 Product hierarchy, 110 Product levels, 31–32 Product line, 387 Product mix, 387, 553 Product placement, 231 Product prices, 196 Product strategy, 187–190 aftermarketing, 187–190 brand priorities, 560–561 global brands, 522–523 loyalty programs, 189–190 mass customization, 183–184 relationship marketing, 182–183 Product-brand relationships, 387 Product-brand tracking, 300 Product-feature similarity, 460 Production, economies of scale in, 514 Product-related attributes/benefits, 460 Product-related performance associations, 485–486 Product(s) attributes, benefits, or attitudes, 409–413 augmented product level, 31 brands vs., 31–34 core benefit level, 31 defined, 31 expected product level, 31 generic product level, 31 potential product level, 31 Program quality multiplier, 129 Projective techniques, 328–330 Prominence, 406 Promotion, 37, 232–236 advantages/disadvantages of, 232–236 brand extensions, 437 consumer promotion, 232–235 issues in, 232–233 trade promotion, 236 588 INDEX Promotion focus, 468 Proof points, 84 Prophet’s brand valuation methodology, 375–376 Protectability, 147 Proton, 190 Psychographic factors, 80, 114 Psychological risk, 35 Public relations, 246 Publicity, 246 Puligadda, Sanjay, 468 Pull strategy, 202 Purchase intentions, 344–345 Push strategy, 202 Q Q Scores, 282 Qantas, 283–284, 394 Quaker Oats, 33–34, 378 Qualitative research techniques, 296, 325–338 archetype research, 330 brand personality and value, 333–334 comparison tasks, 330 completion tasks, 328 drawbacks of, 338 experiential methods, 334–338 free associations, 326–328 interpretation tasks, 328 neuromarketing, 332–333 projective techniques, 328–330 Zaltman Metaphor Elicitation Techniques (ZMET), 330–332 Quality, 123 Quantitative research techniques, 298, 338–351 brand awareness, 339 brand image, 342–344 corrections for guessing, 341 recall, 340–341 recognition, 339–340 strategic implications, 341–342 Quelch, John, 308–309 R Race, 114 Radio advertising, 225–226 Ramsay, Gordon, 331 Randall, T., 467 Rangaswam, Arvind, 368 Range brands, 399 Rank Hovis McDougal (RHM), 373 Rao, Vithala R., 381 Rapaille, G. C., 330 Rapoport, Carla, 534 Reacting, 93 Reagan, Ronald, 278 Reasons to believe (RTBs), 84 Recall, 340–341 Recession, 54, 55 Recognition, 339–340 Reddy, Srinivas K., 457, 465 Redox, 501 Regional market segments/ regionalization, 510–511 Rego, Lopo L., 381 Regulatory focus, 468 Reibstein, D., 467 Reichheld, Frederick, 121, 345 Relate marketing, 182 Relationship equity, 135 Relationship marketing, 182–190, 568–569 aftermarketing, 187–190 loyalty programs, 189–190 mass customization, 183–184 Relevance, 87, 129 Reliability, 113, 570 Repositioning the brand, 498–499 Reputation, 410 Research. See Qualitative research techniques; Quantitative research techniques Residual approaches, 368–370 Resonance, 109, 124, 520 Responsiveness, 571 Retail stores, 199 Retailers, 204, 535, 571–572 access, 270 brand image dimensions, 270 cross-category assortment, 270 image of, 270 as middleman, 137 price and promotion, 270 resistance to brand extensions, 442 store atmosphere, 270 within-category assortment, 270 Retiring brands, 500–501 Retro-advertising, 482 Retro-branding, 482 Return of marketing investment (ROMI), 292 Return on investment (ROI), 254, 287, 379, 380 Revenue premium, 369–370 Revitalization strategies, 490–499 Risk profile, 131 Risks in product decisions, 35 Roberts, John, 298 Robertson, Thomas S., 532–533 Roedder John, Deborah, 466, 468 Rogers, Martha, 184–185 Role of branding index (RBI), 377 Rolex, 315–321 Rolling Stone magazine, 526 Rolls-Royce, 183 Romeo, Jean B., 466, 468 Rorschach test, 328 Ross, William T., Jr., 468 Roux, Michel, 227 Royal Mail, 420 Royalty Relief Methodology, 374 Russell, Gary J., 369 Rust, Roland T., 135–136 Ruth, Julie A., 273 S Safety and security needs, 92 Sainsbury, 43, 210 Sales promotions, 232 Salience, 109, 123 Salomon, 260–261 Scent, 183 Schmitt, Bernd H., 181–182, 538 Schultz, Don E., 180 Schultz, Howard, 168 Scoot, 154 Search goods, 35 Secondary brand associations awareness/knowledge of entity, 262 celebrity endorsement, 278–282 channels of distribution, 269 co-branding, 269–275 commonality leveraging strategy, 263 company associations, 263–266 complementarity branding strategies, 263 country of origin/geographic areas, 266–269 guidelines for, 262–263 leveraging of, 458 licensing, 275–278 meaningfulness of knowledge, 262 Salomon example, 260–261 sporting, cultural, other events, 282–283 third-party sources, 284–285 transferability of knowledge, 262 Secondary meaning, 173 Security, 120 Segments. See Market segments Seinfeld, 225 Seldin, Larry, 126 Self-actualization, 92 Self-branded ingredient, 273 Self-concept connection, 351 Self-construal, 468 Self-respect, 120 INDEX Selvadurai, Naveen, 245 Sense marketing, 182 Service effectiveness/efficiency, 113 Service empathy, 113 Service quality, dimensions of, 570–571 Serviceability, 113 Services/service business, 42–43, 181, 535, 570–571 Shareholder value, 126, 131 Shelf impact, 166 Shine, Byung Chul, 466 Shock advertising, 76 Shocker, Allen D., 273 Shopkick app, 246 Shopper marketing, 201 Shutterfly, 127 Sibilants, 151 Siegel, Robert, 490 Simmons, Carolyn J., 468 Simon, Carol J., 374–376 Simon, Hermann, 527 Simon and Sullivan’s brand equity value, 374–376 Simonin, Bernard L., 273 Simonson, Alex, 172 Singapore Airlines, 97, 274 SK-II, 88 Skype, 307 Slogans, 38, 76, 158–164 benefits of, 158 designing of, 161 updating of, 161–164 Small businesses, 572–573 Smart Car, 271 Smith, Daniel C., 461, 465, 467 Smith Corona, 486 Snapple, 378 Snuggle, 530 Social approval, 120 Social currency, 347 Social media, 55–56, 238–239, 348, 562 Social needs, 92 Social risk, 35 Socially responsible corporate image association, 413, 414–415 Sood, Sanjay, 461, 462, 464, 466, 467, 468 Specialty stores, 200 Sponsorship programs. See Event marketing and sponsorships Sporting events, 282–283 Sports, arts, and entertainment, 46–47 Srinivasan, V., 368, 370 Sriram, S., 370 Standardization vs. customization, 521–530, 533–535 Star Wars, 47 Starwood, 119 Stevia, 167 Stock market, 380–381 Stock-keeping units (SKUs), 442 Store atmosphere, 270 Store brands. See Private label strategies Store image, 270 Store-within-a-store, 207 Strategic brand management brand marketing programs, 58–59 brand performance, 60 brand positioning, 58 building brand equity, 550 defining, 58, 548 guidelines for, 548–553 outcomes of brand equity, 550 process/main steps of, 58–60 sources of brand equity, 549 sustaining brand equity, 60 tactical guidelines, 550–553 Stuart, John, 33–34 Subaru, 83 Sub-branding, 392–393, 403–404, 433, 452 Subway, 112 Sullivan, Mary W., 374–376, 465 Suning, 542 Super-branding, 467 Supply-side method, 243 Sustainability, 88 Swager, Andre, 182 Swait, Joffre, 370 Swaminathan, Vanitha, 465 Swann, Jerre, 172 Swatch, 271 Swyngedouw, Patrick, 381 Symbols and logos, 46, 155–156 T Tachistoscopes (T-scopes), 340 Taco Bell, 196 Talbots, 497 Tangible assets, 372 Tangibles, 570 Tannenbaum, Stanley I., 180 Tansuhaj, P., 273 Target market criteria, 81 segmentation bases, 79–81 Tarnishment, 172 Tauber, Edward, 449 589 Tavassoli, Nader T., 538 Television advertising, 222–225, 254–255 Tellis, Gerard J., 51, 52 Tesco, 43, 185, 210 Think marketing, 182 Third-party sources, 284–285 Thomson, Matthew, 462 360-degree media planning, 254 3M, 412 Time risk, 35 Timex, 485 T-Mobile, 364 Tobin’s Q, 381 Tommy Hilfiger, 498 TOMS Shoes, 415 Toscani, Oliverio, 162 Toy Story, 277 Tracking studies. See Brand tracking studies Trade promotion, 236 Trademark appropriation, 172 Trademark control, 171 Trademark dilution, 172 Trademark implementation, 171 Trademark Law Revision Act (of 1988), 172 Trademark strategy, 171 Trademark(s), 35, 61–62, 171 Transferability, 144 Transformational advertising, 118–119 Tremor, 247 Tropicana, 109, 168 Trout, Jack, 48 Trustworthiness, 571 Tupperware, 200, 516 Twitter, 238, 562 Tylenol Brand crisis, 504–506 U UBS brand, 416 Ulrich, K., 467 Umbrella brands, 399 Unaided recall, 340–341 Underwood, 51 Underwood Devil, 62 Uneeda Biscuits, 62 Unicef, 46–47 Uniqlo, 413–414, 497 United Parcel Service, 288, 524 URLs (Uniform Resource Locators), 155 US Airways, 86 U.S. Customs, 146 USA Today, 333 Usage opportunities, 495–497 590 INDEX V Valuation approaches, 368, 371–377 accounting background for, 372 general approaches, 374 historical perspectives, 372–374 Interbrand’s methodology, 376–377 Prophet’s brand valuation methodology, 375–376 Simon and Sullivan’s technique, 374–376 summary, 377–378 Value equity, 126, 135 Value stages customer mind-set, 129–130 investor sentiment multiplier, 131 market performance, 130–131 marketing program investment, 129 marketplace conditions multiplier, 130 program quality multiplier, 129–131 shareholder value, 131 Value-based pricing strategies, 191 Values, 412–413 Vass, Kevin E., 273 Venkatesh, R., 273 Vertical brand extensions, 451–452, 467 Victoria’s Secret, 183 Video advertising, 236–237 Virgin brand, 444–446 Vivaldi Partnerrs, 347 Vlasic, 201–202 Volkswagen, 134 Volvo, 73 VW Phaeton, 389 X W Yahoo!, 155 Yang, Jerry, 155 Yeo, Junsang, 468 Yeung, Catherine W. M., 462 Yielding, 220 Yoplait Save Lids to Save Lives, 424–425 Yorkston, Eric A., 468 Young & Rubicam’s BrandAsset Valuator (BAV), 351, 353–358 applying to Google, 356–358 brand health, 353 four pillars of, 354 global marketing and, 518 PowerGrid, 355 YouTube, 562. See also Social media W Hotels, 119 Walmart, 194 Warmth, 119 Waste Management, 387 Web sites, 52, 236 Web strategies, 208 Weighted average cost of capital (WACC), 377 Weitz, Barton A., 461–462 Wheeler Amendment, 63 Whirlpool, 424 William Underwood & Company, 62 Wilsdorf, Hans, 315 Wind, Yoram, 367 Winfrey, Oprah, 279 Within-category assortment, 270 Wolf, Stephen, 86 Wonder Bread, 484 Word-of-mouth, 246–247 World Customs Organization, 146 World Health Organization, 146 Wrigley, 51 Wyer, Robert S., Jr., 462, 466 X Games, 242 Xerox, 121 Y Z Zaltman, Gerald, 330 Zaltman Metaphor Elicitation Techniques (ZMET), 330–332 Zappos, 572 Zeithaml, Valarie A., 135–136 Zhang, Shi, 462, 538 [...]... Advantages of Strong Brands 98 Notes 100 Chapter 3 Brand Resonance and the Brand Value Chain Preview 107 Building a Strong Brand: The Four Steps of Brand Building Brand Salience 107 Brand Performance 111 Brand Imagery 113 106 107 97 CONTENTS THE SCIENCE OF BRANDING 3-1: Luxury Branding 11 114 Brand Judgments 117 Brand Feelings 118 Brand Resonance 120 BRANDING BRIEF 3-1: Building Brand Communities Brand- Building... 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 Brand Hierarchies 398 396 Levels of a Brand Hierarchy 398 Designing a Brand Hierarchy 400 BRANDING... that brands face Some of the specific new topics reviewed in depth in the fourth edition include: • Marketing in a recession • Luxury branding • Brand personas • Shopper marketing • Social currency • Brand extension scorecard • Brand flashbacks • Brand communities • Brand characters • Brand makeovers • Person branding • Brand potential • Culture and branding • Future brand priorities Some of the many brands... CONTENTS Strategic Brand Management Process 58 Identifying and Developing Brand Plans 58 Designing and Implementing Brand Marketing Programs Measuring and Interpreting Brand Performance 60 Growing and Sustaining Brand Equity 60 Review 61 Discussion Questions 61 BRAND FOCUS 1.0: History of Branding Notes 64 PART II 58 61 Developing a Brand Strategy 67 Chapter 2 Customer-Based Brand Equity and Brand Positioning... Establishing a Brand Equity Management System 305 BRANDING BRIEF 8-2: Understanding and Managing the Mayo Clinic Brand Brand Charter 307 Brand Equity Report 308 Brand Equity Responsibilities 306 309 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... Customer-Based Brand Equity and Brand Positioning Preview 68 Customer-Based Brand Equity 67 68 Defining Customer-Based Brand Equity Brand Equity as a Bridge 70 68 Making a Brand Strong: Brand Knowledge 71 THE SCIENCE OF BRANDING 2-1: Brand Critics Sources of Brand Equity 73 72 Brand Awareness 73 Brand Image 76 Identifying and Establishing Brand Positioning Basic Concepts 79 Target Market 79 Nature of Competition... 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 Designing Brand Tracking Studies 300 What to Track 300 BRANDING BRIEF 8-1: Sample Brand Tracking Survey... Methods 332 Brand Personality and Values 333 Ethnographic and Experiential Methods 331 334 BRANDING BRIEF 9-4: Making the Most of Consumer Insights Summary 329 330 335 338 Quantitative Research Techniques 338 Brand Awareness 339 Brand Image 342 THE SCIENCE OF BRANDING 9-1: Understanding Categorical Brand Recall Brand Responses 344 Brand Relationships 346 THE SCIENCE OF BRANDING 9-2: Understanding Brand Engagement... Points-of-Difference 88 BRANDING BRIEF 2-1: Positioning Politicians 85 89 Straddle Positions 90 Updating Positioning over Time 91 Developing a Good Positioning 93 Defining a Brand Mantra Brand Mantras 93 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 Review 97 Discussion Questions 98 BRAND FOCUS 2.0: The... 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 . 1 Strategic Brand Management Building, Measuring, and Managing Brand Equity Global Edition This page intentionally left blank Strategic Brand Management Building, Measuring, and Managing Brand. 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. 68 Customer-Based Brand Equity 68 Dening 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