Brand

Leadership
PREPARED BY ZEINA EL HASAN
What is Brand Leadership?
The concept of brand leadership was first introduced by Aaker (1996) and later defined as supportive
brand processes and the ability of a brand to continually achieve excellence (Aaker and
Joachimsthaler, 2000).
Examples
 Factors of Brand Leadership
Factors Definition
Perceived quality Consumers’ judgment about a product’s relative superiority in a market

Perceived value Consumers’ evaluation of a product’s relative financial value based on what they
give and receive

Perceived innovativeness Consumers’ perception about a brand’s relative capability to be open to innovative
ideas and work on new solutions.

Perceived popularity Consumers’ perception about a brand’s relative popularity reflected by brand
awareness and consumption.
In this model, the brand management
process acquires different characteristics

The brand manager is higher in the organization, has a longer time job
horizon, and is a strategist as well as communications team leader.

Building brand equities and developing brand equity measures is the

objective.

The focus is on multiple brands, multiple products, and multiple markets.

Challenges in Brand Leadership
1. The Organizational Challenge:
Establish common vocabulary and
tools, an information system that
Create structures and processes
allows for sharing information,
that lead to strong brands, with
experiences and initiatives, and a
strong brand leader(s) for each
brand-nurturing culture and
product, market or country.
structure.

Brand management must be seen as

Everyone on the brand team part of the total management process
needs to understand the brand and not only as a specialist marketing
building process. activity
Challenges in Brand Leadership
2. The brand architecture challenge:

Clarify what is offered

Identify brands, sub-
to the consumer and to Promote the leveraging
brands, their
create synergies of brand assets.
relationships and roles.
between brands.

Understand the role of

brands, sub-brands, and Determine the relative
endorsed brands in role of each brand of
order to know when to the portfolio.
extend them.
Challenges in Brand Leadership
3. The brand identity and position challenge

The brand identity

Assign a brand identity to
challenge should have a
each managed brand and
long-term focus in order to
to position each brand
integrate the brand
effectively to create
building process into the
clarity.
fabric of the organization.
Challenges in Brand Leadership
4. The brand building program challenge:
Create communication
programs and other Consider alternative
brand building activities media in addition to
to develop brand advertising.
identity.

Do what is necessary to
The brand strategy must change customer
maximize shareholder perceptions, reinforce
value. attitudes, and create
loyalty.
 References
• Aaker, D., & Joachimsthaler, E. (2000). Brand Leadership. New York: Free Press.

• Chang, Y., & Ko, Y. J. (2014). The brand leadership: Scale development and validation. Journal of Brand Management,
63-80.

• Johnson, D. S., & Grayson, K. (2005). Cognitive and Affective Trust in Service Relationships. Journal of Business
Research, 500-507.

• Kunz, W. H., Schmitt, B., & Meyer, A. (2010). How Does Perceived Firm Innovativeness Affect the Consumer? Journal of
Business Research, 816-822.
Thank You !