CHAPTER: 15

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Closing
Observations

 
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
 Learning Objectives
• Understand the six future brand imperatives.

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• Identify the ten criteria for the brand report card.

• Outline the seven deadly sins of brand management.

 
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Strategic Brand Management
Guidelines

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Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Summary of Customer-based Brand
Equity Framework
• Sources of brand equity

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• Outcomes of brand equity

 
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Figure 15-1: Summary of Brand
Knowledge

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Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
 Sources of Brand Equity
Dimensions of brand associations depend on three factors:

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• Strength

• Favorability

• Uniqueness

 
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
 Figure 15-2: Determinants of
Desired Brand Knowledge Structures

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Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
 Outcomes of Brand Equity
Benefits for the brand

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• Improved perceptions of product performance

• Greater customer loyalty

• Less vulnerability to competitive marketing actions

 
• Less vulnerability to marketing crises

• Higher margins

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e

By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
 Outcomes of Brand Equity
(Continued…)
• More inelastic consumer response to price increases.

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• More elastic consumer response to price decreases.

• Greater trade cooperation and support.

 
• Increased marketing communication effectiveness.

• Possible licensing opportunities.

• Additional brand extension opportunities.

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e

By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
 Tactical Guidelines

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Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Figure 15-3: Building Customer-
based Brand Equity

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Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Figure 15.4: Guidelines for Building
Brand Equity

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Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
 Building Brand Equity
A dominant theme across many of these different ways to
build brand equity is the importance of:

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• Complementarity: Choosing different brand elements
and supporting marketing activities

o Potential contribution to brand equity of one

 
compensates for the shortcomings of others

• Consistency: Across elements helps create the highest

level of awareness and the strongest and most favorable
associations possible

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e

By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
 Measuring Brand Equity

A set of research procedures designed to provide timely,

accurate, and actionable information for marketers about

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their brands.

Implementing a brand equity measurement system has

three steps:

 
• Conducting brand audits
• Designing brand tracking studies
• Establishing a brand equity management system

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e

By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Figure 15-5: Guidelines for
Measuring Brand Equity

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Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Figure 15-6: Managing Customer-
based Brand Equity

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Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Figure 15-6: Managing Customer-
based Brand Equity (Continued…)

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Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Figure 15.7: Guidelines for
Managing Brand Equity

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Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
 Managing Brand Equity

The dominant themes in managing brand equity:

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• The importance of maintaining balance in marketing
activities.

• Making moderate levels of change in the marketing

program over time.

 
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
 What Makes a Strong Brand?
• Understand brand meaning and market appropriate products
and services in an appropriate manner.

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• Properly position the brand.

• Provide superior delivery of desired benefits.

 
• Employ a full range of complementary brand elements,
supporting marketing activities, and secondary associations.

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e

By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
 What Makes a Strong Brand?
• Embrace integrated marketing communications and
communicate with a consistent voice.

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• Measure consumer perceptions of value and develop a
pricing strategy accordingly.

• Establish credibility and appropriate brand personality and

 
imagery.

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e

By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
 What Makes a Strong Brand?
Maintain innovation and relevance for the brand.

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Strategically design and implement a brand architecture
strategy.

Implement a brand equity management system.

 
• Ensures that marketing actions properly reflect the brand
equity concept.

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e

By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Figure 15-8: Seven Deadly Sins of
Brand Management

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Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Figure 15.9: Future Brand
Imperatives

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Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Figure 15-9: Future Brand
Imperatives (Continued…)

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Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
 To Sum Up..

Effective brand management requires consistent application of

guidelines across all aspects of the marketing program.

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Each branding situation and application is unique and requires
careful scrutiny and analysis.

• How best to apply, or perhaps in some cases ignore various

 
recommendations and guidelines.

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e

By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
 Copyright © 2015 Pearson India Education Services Pvt. Ltd.
Thank you.

 
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob