Strategic brand management 4th edition OsDMM4th2rzvA3aKEvOKOJhURt8zBpjy pdf

Strategic Brand Management Building, Measuring, and Managing Brand Equity I This page intentionally left blank Strategic Brand Management 4e Building, Measuring, and Managing Brand Equity 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 Editorial Project Manager: Kierra Bloom Editorial Assistant: Jacob Garber Director of Marketing: Maggie Moylan Executive Marketing Manager: Anne Fahlgren 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 and Cover Designer: Karen Quigley Cover Image: George Abe c/o theispot.com Media Project Manager, Editorial: Denise Vaughn Media Project Manager, Production: Lisa Rinaldi Composition/Full-Service Project Management: PreMediaGlobal Printer/Binder: Courier/Kendallville Cover Printer: Lehigh-Phoenix Color/Hagerstown Text Font: Times LT Std Credits and acknowledgments borrowed from other sources and reproduced, with permission, in this textbook appear on the appropriate page within text Microsoft and/or its respective suppliers make no representations about the suitability of the information contained in the documents and related graphics published as part of the services for any purpose All such documents and related graphics are provided “as is” without warranty of any kind Microsoft and/or its respective suppliers hereby disclaim all warranties and conditions with regard to this information, including all warranties and conditions of merchantability, whether express, implied or statutory, fitness for a particular purpose, title and non-infringement In no event shall Microsoft and/or its respective suppliers be liable for any special, indirect or consequential damages or any damages whatsoever resulting from loss of use, data or profits, whether in an action of contract, negligence or other tortious action, arising out of or in connection with the use or performance of information available from the services The documents and related graphics contained herein could include technical inaccuracies or typographical errors Changes are periodically added to the information herein Microsoft and/or its respective suppliers may 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 other countries This book is not sponsored or endorsed by or affiliated with the Microsoft Corporation Copyright © 2013, 2008, 2003 by Pearson Education, Inc., publishing as Prentice Hall 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 retrieval system, or transmission in any form or by any means, electronic, mechanical, photocopying, recording, or likewise To obtain permission(s) to use material from this work, please submit a written request to Pearson Education, Inc., Permissions Department, One Lake Street, Upper Saddle River, New Jersey 07458, or you may fax your request to 201-236-3290 Many of the designations by manufacturers and sellers to distinguish their products are claimed as trademarks Where those designations appear in this book, and the publisher was aware of a trademark claim, the designations have been printed in initial caps or all caps Library of Congress Cataloging-in-Publication Data Keller, Kevin Lane, 1956Strategic brand management : building, measuring, and managing brand equity / Kevin Lane Keller.—4th ed p cm ISBN 978-0-13-266425-7 (hbk.) Brand name products—Management I Title HD69.B7K45 2013 658.8'27—dc23 2012024141 10 ISBN 10: 0-13-266425-9 ISBN 13: 978-0-13-266425-7 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 Brands and Brand Management Developing a Brand Strategy 39 Chapter Chapter Customer-Based Brand Equity and Brand Positioning PART III Designing and Implementing Brand Marketing Programs 113 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 39 78 Choosing Brand Elements to Build Brand Equity 113 Designing Marketing Programs to Build Brand Equity 149 Integrating Marketing Communications to Build Brand Equity 189 Leveraging Secondary Brand Associations to Build Brand Equity 231 Measuring and Interpreting Brand Performance 263 Developing a Brand Equity Measurement and Management System 263 Measuring Sources of Brand Equity: Capturing Customer Mind-Set 296 Measuring Outcomes of Brand Equity: Capturing Market Performance 334 Growing and Sustaining Brand Equity 357 Designing and Implementing Branding Architecture Strategies 357 Introducing and Naming New Products and Brand Extensions 403 Managing Brands Over Time 449 Managing Brands Over Geographic Boundaries and Market Segments Closing Perspectives Closing Observations 481 519 519 VII This page intentionally left blank Contents Prologue: Branding Is Not Rocket Science Preface xxi Acknowledgments xxvii About the Author xxviii PART I Opening Perspectives Chapter Brands and Brand Management Preview What Is a Brand? xix Brand Elements Brands versus Products BRANDING BRIEF 1-1: Coca-Cola’s Branding Lesson Why Do Brands Matter? Consumers Firms Can Anything Be Branded? Physical Goods BRANDING BRIEF 1-2: Branding Commodities 10 THE SCIENCE OF BRANDING 1-1: Understanding Business-to-Business Branding THE SCIENCE OF BRANDING 1-2: Understanding High-Tech Branding 13 12 Services 14 Retailers and Distributors 15 Online Products and Services 15 People and Organizations 17 Sports, Arts, and Entertainment 18 BRANDING BRIEF 1-3: Place Branding 20 Geographic Locations 20 Ideas and Causes 20 What Are the Strongest Brands? 20 THE SCIENCE OF BRANDING 1-3: Understanding Market Leadership Branding Challenges and Opportunities 24 22 Savvy Customers 24 Economic Downturns 26 Brand Proliferation 26 THE SCIENCE OF BRANDING 1-4: Marketing Brands in a Recession 27 Media Transformation 27 Increased Competition 28 Increased Costs 28 Greater Accountability 28 The Brand Equity Concept 29 IX This page intentionally left blank Index A Aaker, David, 352–353, 383, 432, 433, 435–436, 438, 439 Aaker, Jennifer, 306 Absolut vodka, 199 Access, 242 Accountability, 28–29, 264–265 Accounting standards, 353 Act marketing, 154 Active engagement, 93, 320, 321 Activity, 94 Acura, 376 Adamson, Allen, 210 Adamson, Allen P., 127 Adaptability, 116 Addiction, 102 Adherence, 102 Advertising alliances of, 245 billboards and posters, 201–202 cooperative advertising, 176–177 database marketing, 201 defining, 193–194 direct response, 200 emperical generalizations, 226–227 ideal campaign, 193 infomercials, 200 interactive marketing, 208–211 line extensions, 439–440 mobile marketing, 216–218 movies, airlines, lounges, other places, 9, 202 nontraditional advertising, 200–204 online ads, 208–210 pitfalls in, 192 place, 200–204 point of purchase, 203–204 print media, 198–200 product placement, 203 radio, 197–198 retrieval cue, 223 television, 194–197 transformational advertising, 90–91 weak brand links, 223 web sites, 208 African American market, 485 Aftermarketing, 159–162 Age, 86 Ahluwalia, Rohini, 440 Aided recall, 313–314 Ailawadi, Kusum L., 341–342 Aker, David, 437 Alba, Joseph W., 433 Ally Financial, 48 Altschul, David, 132 Amazon.com, 158 Ambler, Tim, 281, 284 Ambush marketing, 259 AMD, 102 American Airlines, 161 Analytic thinkers, 440 Andrews, Jonlee, 433 Anheuser-Busch, 483 Apple Computers, 44–45, 62, 94, 119, 194 Archetype research, 302 Arm & Hammer, 468 Asset leverage, 24 Associative network memory model, 51–52 Attachment, 92, 96 Attention, 192 Attitudinal attachment, 92–93, 319 Attribute-perception biased component, 342 Audi, 414 Augmented product level, Avon Breast Cancer Crusade, 396 B Back-to-basics strategy, 463, 465, 470 Balachander, Subramaniam, 342 Barich, Howard, 340 Barone, Michael J., 440 Barwise, Patrick, 342, 504–505 Baskin, Jonathan, 44 Bedbury, Scott, 66, 283 Behavior See Consumer behavior Behavioral loyalty, 92, 318 Behavioral segmentation, 51–52 Beliefs, 314–315 Ben & Jerry’s, 387 Benetton, 134 Betty Crocker, 131 Beverage category hierarchy, 82 Bhat, Subodh, 429 Bic, 427 Bickart, B A., 440 Billabong, 412 Billboards and posters, 201–202 Blattberg, Robert C., 107 Blind testing research studies, 336 Blogs, 24, 533–534 Blue Moon, 237 Blurring, 144 BMW, 63, 93, 370, 462 Body Shop, 49 Boeing, 10 Boloco, 390–391 Bonfire of the Brands (Boorman), 44 Bonnaroo Music and Arts Festival, 8–9 Boorman, Neil, 44 Boush, D M., 433, 437 Brand activity, 102 Brand actualization, 362 Brand alliances, 245 Brand America, 239 Brand architecture, 358–365 brand extensions, 536 brand positioning, 364 brand-product matrix, 359 defining, 358 evaluating strategy, 393 future priorities, 535–536 implementing of, 393–394 sub-branding, 364–365 Brand associations See also Secondary brand associations brand extensions and, 430 brand image, 48–51, 315 549 550 INDEX Brand associations (Continued) brand name and, 122–124 core brand associations, 268 creation of new brand associations, 233 customer mind-set and, 101–102 favorability of, 50, 521 imagery, 86–87 non-product-related imagery, 458–462 product-related performance, 457–458 purchase/usage imagery, 86–87 strength of, 50, 521 uniqueness of, 50–51, 521 Brand attachment, 102 Brand attributes, 49 Brand audits, 32, 265–271 See also Brand tracking studies brand exploratory, 267–270 brand inventory, 266–267 positioning and marketing program, 270–271 Brand awareness, 44, 45–48 advantages of, 46 brand names and, 120–122 breadth and depth of, 80, 520 choice advantages, 46 consideration advantages, 46 corporate societal marketing, 395–396 customer mind-set and, 101–102 defining, 358, 520 desired awareness and image, 376–377 establishing of, 47 expanding of, 467–469 learning advantages, 46 purchase ability, 46 purchase motivation, 46 quantitative research techniques, 311 recall, 45 recognition, 45 tracking survey, 273 Brand balance, 539 Brand benefits, 49 Brand boundaries, 360–361 Brand building brand salience, 79–80 building blocks of, 79 customers’ ownership, 96–97 duality of strong brand, 97 four steps in, 79 implications of, 94–100 luxury brands, 86 measures of, 95–96 resonance and focus, 99–100 richness of brand, 99 sponsorships, 214 values, 87 Brand charter, 279 Brand communities, 94, 396 Brand concept, 432 Brand concept maps (BCM), 269 Brand considerations, 90 Brand consistency, 432, 452–453 Brand contribution, 103 Brand credibility, 89, 95–96, 385–386, 396 Brand design See also Packaging Brand dynamics, 323–324 Brand Dynamics model, 323–324 Brand elements adaptability, 116 brand audit, 288 brand extension, 429–430 brand names, 119–126 changing of, 471 characters, 128–130 choice of, 31 combining of, 377–379 criteria for choosing of, 114–119 defining, 2–3, 114 future priorities, 536 global brand equity, 507 jingles, 136 legal considerations, 143–145 likeability, 115 linking to multiple products, 379–380 logos and symbols, 127–128 meaningfulness, 115 memorability, 115 options and tactics for, 119 packaging, 136–139 protectability, 119 slogans, 130–136 transferability, 116 URLs, 127 Brand endorsement strategy, 379 Brand engagement, 320, 321, 396 Brand engagement scale, 318, 319 Brand equity See also Marketing in African Americans, 485 benefits of, 335 brand awareness and, 45–48 brand extensions and, 420–422 brand image and, 48–51 brand vision, 360 as bridge, 42–43 building of, 522 concept of, 29–30 coordinating media for, 223 corporate brand equity, 380 customer diversity, 530–531 customer empowerment, 532 customer equity vs., 107–109 customer-based, 40–43, 98 defining the strategy, 32 as direction for future, 43 finance and, 352–354 geographic boundaries, cultures, and market segments, 32 growing and sustaining, 32 leveraging secondary brand knowledge, 31–32, 232 making a brand strong, 43–45 managing over time, 32, 524 measurement of, 264, 523–524 organizational responsibilities, 281–286 outcomes of, 336–337, 522 overseeing of, 283 price strategy and, 165–171 protecting, 537 protecting sources of, 454–455 as reflection of past, 42–43 sources of, 45–51, 521 Brand equity management system brand charter, 279 brand equity report, 280–281 brand equity responsibilities, 281–286 defining, 32 establishing of, 277–286 managing marketing partners, 285–286 organizational design and structures, 283–285 Brand equity measurement system, 32 accountability and, 264–265 implementing of, 523–524 tracking studies, 272–277 Brand equity report, 280 Brand exploration, 291 Brand exploratory, 267–270 preliminary activities, 267 qualitative research, 268 quantitative research, 270 Brand Extendability Scorecard, 442–443 Brand extensions academic research on, 431–441 advantages of, 407–412 brand equity, 420–422 brand image and, 408 cannibalizing parent brand, 416 category extension, 399 checklist for, 431 to clarify brand meaning, 410–411 INDEX as confusing/frustrating, 413 consumer evaluation of, 420–424 consumer variety-seeking, 409 creating extension equity, 421–422 defining, 405 dilution effects, 441 dilution of brand meaning, 418 diminish category identification, 416 disadvantages of, 413–419 efficiencies of, 409 examples of, 420 failure of, 415 feedback benefits of, 410–412 future priorities, 536 gaining distribution and trial, 408 image of parent brand, 418 for increased competition, 28 increased market coverage, 411 line extension, 399 managerial assumptions, 420–422 marketing programs and, 408 new brands and, 418–419 new customers to franchise, 411 new product acceptance, 408–409 new products and, 404–407 parent brand equity, 422 parent brand image, 411 perceived risk, 408 promotional expenditures, 409 retailer resistance to, 414 revitalizing the brand, 412 scoring, 442–443 subsequent extensions, 412 vertical brand extensions, 423–424 Brand extensions, evaluation of, 424–430 brand elements, 429–430 consumer factors, 427 corporate/competitive factors, 428 define actual/desired consumer knowledge, 424–426 evaluate potential of candidate, 426–429 identify extension candidates, 426 leveraging secondary brand associations, 430 marketing programs for launch, 429–430 parent brand equity, 430 Brand feelings, 90–91 brand tracking survey, 274 corporate societal marketing, 396 excitement, 92 fun, 91 security, 92 self-respect, 92 social approval, 92 summary, 92 warmth, 91 Brand functions, 67 Brand growth, 363 Brand hierarchy, 32, 370–380, 525 corporate/company brand level, 370–371 decisions of, 374 design of, 372–380 desired awareness and image, 376–377 family brand level, 371–372 individual brand level, 372 modifier level, 372 number of levels of, 374–376 product descriptor, 372 Brand history, 88 Brand identity, 79, 140 See also Brand elements Brand image, 44, 48–51, 358, 521 brand extensions and, 408, 411 brand tracking survey, 274 consistency in, 487 corporate societal marketing, 396 favorability of, 50 global brand, 492 improving of, 469–471 strength of, 48–51 uniqueness of, 50–51 Brand imagery, 85–87 Brand inventory, 266–267, 288 rationale for, 267 Brand investments, 538 Brand journalism, 531 Brand judgments, 89–90, 273 brand considerations, 90 brand credibility, 89 brand quality, 89 brand superiority, 90 Brand knowledge, 233–234 See also Secondary brand associations cause marketing program and, 234 guidelines for, 521 strong brand and, 43–45 summary of, 520 transfer of, 234 Brand knowledge structure (BKS), 347 Brand leadership, 23–24 Brand licensing, 343 Brand line, 359 Brand line campaigns, 388 Brand loyalty, 7, 52, 94, 96 Brand management See also Strategic brand management brand priorities, 528–539 changing brand elements, 469–471 551 consistency and change, 453 customer-centered, 108 establishment of standards, 35 expanding brand awareness, 467–469 fortifying vs leveraging, 456 improving brand image, 469–471 maintaining consistency, 452–453 managerial assumptions, 420–422 market leaders and failures, 452–453 marketing programs and, 456–462 new/additional usage opportunities, 467–469 product-related performance associations, 457–458 protecting brand equity, 454–455 reinforcing brands, 451–462 repositioning, 470–471 revitalizing brands, 462–471 Rolex example, 287–293 seven deadly sins of, 526–528 Brand mantras communicate, simplify, inspire, 68 core brand associations, 268 defining and establishing, 65–68 designing of, 66–68 implementing of, 68 Brand marketers, 539 Brand marketing programs brand elements, 31 integrating/supporting the brand, 31 leveraging secondary associations, 31–32 planning and implementing, 30–31 positioning and, 270–271 standardization vs customization, 493–499 Brand meaning, 79, 85–87, 410–411, 418 Brand mix, 359 Brand name, 2–3, 119–126 brand associations and, 122–124 brand awareness and, 120–122 differentiated, distinctive, and unique, 121–122 familiarity and meaningfulness, 121 linguistic characteristics, 123–124 naming guidelines, 120–124 naming mistakes, 124–125 naming procedures, 124–126 pronunciation and spelling of, 120–121 trademark issues of, 144–145 Brand partnerships, 504–505 Brand performance, 32, 83–85, 88–89, 273–274, 457–458 552 INDEX Brand persistence, 363 Brand personality, 87, 305–306, 381 Brand personas, 271 Brand portfolio decisions, 343 Brand portfolios, 32, 359 acquiring new customers, 471–472 adjustments to, 471–474 cash cows, 367 defining, 365 flankers, 366–367 high-end prestige brand, 367–370 low-end entry-level brand, 367 Marriott example, 368–369 migration strategies, 471 obsolescing existing products, 473–474 retiring brands, 472–473 role of brands in, 366 Brand positioning, 364 See also Positioning guidelines basic concepts, 51 conflicts in, 283 defined, 51 global brand positioning, 492–493 identifying and establishing, 30, 51–57 marketing program and, 270–271 model, 30, 40, 538 nature of competition, 53–54 points-of-parity/-difference, 54–57 target market, 51–53 Brand potential, 358–364, 535–536 Brand priorities, 528–539 brand balance, 539 brand positioning model, 538 brand resonance model, 538 brand value chain model, 538 cause marketing, 537 customer diversity, 530–531 customer empowerment, 532 customer focus, 528–532 deeper understanding of, 538 marketing program, 533–534 product performance, 532–533 protecting brand equity, 537 Brand proliferation, 26–27, 414 Brand prominence, 319 Brand quality, 89 Brand recall, 45, 312–313, 543 categorical brand recall, 315 language and, 509–510 Brand recognition, 45, 311–312 Brand relationship quality (BRQ), 320–323 Brand relationships, 79, 318–323 attitudinal attachment, 319 behavioral loyalty, 318 consumer-brand relationship, 321 Fournier’s research, 320–323 Brand Report Card, 527 Brand resonance, 92–94, 274 attitudinal attachment, 92–93 behavioral loyalty, 92, 94 focus and, 99–100 global brand, 492 model, 30, 40, 79, 538 sense of community, 93 Brand responses, 79, 89, 316–317, 492 Brand salience, 79–83, 492 breadth and depth of awareness, 80 product category structure, 81–82 strategic implications, 82–83 summary of, 83 Brand scents, 155 Brand signature, 223 Brand strength, 25, 103, 349 Brand superiority, 90 Brand tracking studies, 32 corporate (family) brand tracking, 272–274 global tracking, 274–275 how to conduct, 275–276 interpretation of, 277 product-brand tracking, 272 sample survey, 273–274 what to track, 272–275 when/where to track, 275–276 whom to track, 275 Brand value, See also Valuation approaches Brand value chain, 100–104 customer mind-set, 101–102 implications of, 103–104 investor sentiment multiplier, 103 market performance, 102–103 marketing program investment, 101 marketplace conditions multiplier, 102 program quality multiplier, 101 shareholder value, 103 value strategies, 101–103 Brand value chain model, 30, 40, 79, 538 Brand-aschematic consumers, 440 BrandAsset Valuator (BAV) See Young & Rubicam’s BrandAsset Valuator (BAV) Brand-based comparative approaches, 336–337 Brand-development review, 283 Brand-driven organization, 282 Branded house, 364 Branded variants, 176 Branding effects, 440 Branding Only Works on Cattle (Baskin), 44 Branding philosophy, 531 Branding strategies See also Global brand strategy accountability, 28–29 brand architecture, 358–365 brand hierarchy, 370–380 brand line campaigns, 388 brand proliferation, 26–27 business-to-business products, 9–13 cause marketing, 395–398 challenges and opportunities of, 24–29 co-branding, 241–247 combining brand elements, 377–379 competition, 28 corporate image campaigns, 387–389 costs, 28 customers and, 24–25 defining, 32 design of, 372–380 desired awareness and image, 376–377 economic downturn, 26, 27 emotional branding, 90–92 finance and, 352–354 geographic locations, 20 green marketing, 397–398 high-tech products, 11–13 historical origins, 33–36 ideas and causes, 20 internal branding, 69 legal branding considerations, 143–145 linking brand elements to multiple products, 379–380 media fragmentation, 27–28 online products and services, 15–16 people and organizations, 17–18 person branding, 255 physical goods, 9–13 private label strategy, 182–184 retailers and distributors, 15 services, 14–16 social media, 27–28 sports, arts, and entertainment, 18–19 Brand/price tradeoff, 339–340 Brand-product matrix, 359 INDEX Brand(s) actual/desired consumer knowledge of, 424–426 application of, 8–20 competitive advantage of, 3–4 consumers and, 6–7 defined, 2–6 duality of, 97 earnings of, 7–8 firms and, 7–8 future brand priorities, 528–539 imitator brands, 144 importance of, 6–8 option value of, 109 orphan brand, 472–473 as perceptual entity, power of, 94 product decisions and, products vs., 3–6 reinforcement strategies, 475 retiring of, 472–473 revitalizing of, 412, 462–471, 475 richness of, 99 strong brands, 20–24, 42, 43–45, 526–528 value of, 7–8, 349 Brand-schematic consumers, 440 Brand-self connection, 319 Brand-specific associations, 433 Brandt, Louis, 292 Branson, Richard, 416–418 Breadth of awareness, 80 Bridges, Sheri, 433, 436, 438, 439 Bristol-Myers Squibb, 58 British Airways, 385 Broad information provision strategy, 222 Broniarczyk, Susan M., 433 Bubble exercises, 300 Buchanan, L., 440 Burberry, 464 Burke, Raymond R., 340 Burrell, Thomas, 485 Burton Snowboards, 310 Business-to-business branding, 9–13 Business-to-business products, 507 Business-to-business segmentation bases, 51–52 Buzz marketing, 219 C Campbell, William I., 165 Campbell’s Soup, 58, 82–83 Candler, Asa, 34 Cannibalization, 416–417, 423 Canon, 127 Carpenter, Gregory S., 246 Cash cows, 367 Catalog retailers, 172 Categorical brand recall, 315 Categorization perspective, 431–432 Category benefits, 58 Category coherence, 433 Category expected life analysis, 347 Category extension, 420 Category extensions, 364 Category leaders, 82 Category management, 285 Category points-of-parity, 56 Cause marketing, 234, 387, 537 advantages of, 395–396 benefits of, 395–396 brand equity and, 395–398 designing programs, 396–397 green marketing, 397–398 Celebrity endorsement, 250–254 guidelines for, 253–254 potential problems of, 251–252 Centralization, 493, 507 Chang, Dae Ryun, 342 Channel strategy, 171–181 channel design, 171–173 channel support, 175 company-owned stores, 177–179 cooperative advertising, 176–177 direct channels, 177–179 indirect channels, 173–177 push and pull strategies, 173–174 retail segmentation, 176 web strategies, 180 Characters, 128–130 benefits of, 129–130 cautions on, 130 creative/strategic thinking for, 132 Chernev, Alexander, 439 Chief brand officer (CBO), 283 Chief marketing officers (CMOs), 103 China, 510, 513–515 emerging local leaders, 514 foreign interest in, 513–514 global strategy of, 515 growing consumer class, 513 Chivas Regal, 467 Chobani, 405 Choice, 46 Chrysler, 87 Cisco, 10–11, 374 Clark, Bruce, 281 CLIF Bar, 151 Clorox, 435 Coach, 468 553 Co-branding, 241–247 advantages/disadvantages of, 242–243 co-branded ingredient, 245 guidelines for, 243–244 ingredient branding, 244–247 Coca-Cola, 4–5, 34, 209, 343–344, 494–495, 498–499, 508 Cohen, Dorothy, 143–144 Coldplay, 451 Colgate Total, 529 Colgate Wisp, 122 Colgate-Palmolive, 498, 508 Colvin, Geoffrey, 98 Commitment, 323 Commodity business, 153 Commodity product, 10 Commonality, 221–222 Commonality leveraging strategy, 235 Communicability, 59 Communicate, 68 Communications strategy, 497–498, 530–531 Community, 93, 96 Company brand, 370–371 Company-owned stores, 177–179 Comparative methods, 336–340, 351 brand-based approaches, 336–337 conjoint analysis, 339–340 marketing-based approaches, 337–339 Comparison tasks, 302 Competence, 543 Competition, 28, 53–54, 490 Competitive analysis, 53 Competitive factors, brand extension candidates, 428 Competitive frame of reference, 57–58 Competitive leverage, 421 Competitive points-of-parity, 56 Complementarity, 222, 235, 523 Completion tasks, 300 Comprehension, 192 Conceptual combinations, 245 Conformability, 222 Conjoint analysis, 339–340 Conley, Chip, 303 Conlon, Jerome, 66 Consideration advantages, 46, 96 Consistency, 523 Consumer behavior, 192, 297 See also Customer(s) brand extensions and, 420–424, 426–427 brands and, 6–7 green marketing and, 398 managerial assumptions, 420–422 Consumer decisions, 46 554 INDEX Consumer dialogue, 158 Consumer guides, 24 Consumer needs, 488 Consumer price perceptions, 163–164 Consumer promotion, 204–207 Consumer purchase motivation, 46 Consumer research, 309 Consumer-based brand equity brand dynamics, 323–324 CBBE model and, 324 comprehensive models of, 323–324 equity engine, 323–324 pyramid model, 79 Consumer-brand relationship, 321 Contact, 152 Contribution, 221 Converse, 26 Cook, Scott, 11 Cooperative advertising, 176–177 Copy testing, 196 Copyrights, Core benefit level, Core brand associations, 268, 411 Corporate (family) brand tracking, 272–274 Corporate brand, 10, 11, 235–238, 388, 541 Corporate brand equity, 380 Corporate brand level, 370–371 Corporate brand personality, 381 Corporate branding, 380–392 brand equity, 380 brand personality, 381 social responsibility, 386–387 Corporate credibility, 95–96, 385–386 Corporate expertise, 385 Corporate factors, brand extension candidates, 428 Corporate image, 272–274, 371 Corporate image associations, 383 Corporate image campaigns, 387–389 Corporate image dimensions, 381–386 attributes, benefits, attitudes, 381–383 corporate credibility, 385–386 people and relationships, 383–384 values and programs, 384–385 Corporate likeability, 385 Corporate name changes, 390–392 Corporate reputations, 382 Corporate societal marketing (CSM), 395–396 Corporate sponsors, 258–259 Corporate trademark licensing, 250 Corporate trustworthiness, 385 Correlational points-of-parity, 56 Cost, 28, 222 Cost approach, 346 Cost-per-click, 209 Cottrill, Geoff, 26 Counterfeiting brands, 118, 144 Country of origin/geographic areas, 238–241 Courtesy, 543 Coverage, 220–221 Crawley, Dennis, 217 Crayola Crayons, 155, 360 Creative strategy, 194 Credence goods, Credibility, 95–96, 385–386, 411 Crisis marketing, 476–478 Cross-category assortment, 242 Cultural events, 254–255 Cultural segments, 32, 483–484 Customer diversity, 530–531 Customer empowerment, 532 Customer equity, 106–108 Blattberg and colleagues, 107 brand equity vs., 108–109 defined, 106 Kumar and colleagues, 108 maximizing of, 98 Rust, Zeithaml, and Lemon, 107–108 Customer experience management (CEM), 154 Customer lifetime value (CLV), 106–107 Customer mind-set, 101–102 brand activity, 102 brand associations, 101 brand attachment, 102 brand attitudes, 101 brand awareness, 101 Customer service programs, 160 Customer value creating of, 106–109 customer equity, 106–108 Customer visits, 309 Customer-based brand equity (CBBE), 40–43 See also Brand building; Global customer-based brand equity brand awareness, 45–48 brand equity as bridge, 42–43, 324 brand image, 48–51 brand knowledge, 43–45 brand priorities, 528–532 defined, 40–41 differential effect of, 41 global customer-based brand equity, 491–492 response to marketing, 41–42 sources of, 45–51 summary of, 520–522 tactical guidelines, 522–525 Customer-centered brand management, 98 Customer-focused corporate image association, 383–384 Customer(s) acquisition of new customers, 471–472 brand line extensions and, 411 brand schematic, 440 confusion/frustration of, 413 engaged customers, 94, 96, 396 knowledge and awareness of, 24–25 risk perceived by, 408 Customization, standardization vs., 493–499 CVS, 53, 162 Cybersquatting, 127, 144 Cyrix, 102 D Dacin, Peter, 437 DaimlerChrysler, 243 Dashboards, 280–281 Database marketing, 201 Davis, Scott, 282 Davis, William, 287 De Beers Group, 10 Decentralization, 507 Decision rules, 46 Defensive stance, 64 Deighton, John, 107 Deliverability criteria, 59 Dell, 499 Delta Faucet, 452 Demand-side method, 215 Demographic factors, 52, 86 age, 86 gender, 86 income, 86 race, 86 segmentation, 483–484 segmentation by, 52 Depth of awareness, 80 Deregulation, 28 Desai, Kalpesh, 245 Descriptive modifier, 67–68 Desirability criteria, 59–60 Developed vs developing markets, 500–501 DHL, 504 Diamond industry, 10 Dichter, Ernest, 298 Differentiation, 98 Differentiation criteria, 59–60 Dillon, William R., 342 Dilution effects, 441 INDEX Direct approach, 264 Direct channels, 171, 177–179 Direct response, 200 Discovery Channel, 43 Disney, 67–68, 248–249, 537 Distinctiveness, 59, 101 Distribution, 241 See also Channel strategy economies of scale in, 486 international distribution, 498–499 Distribution strategy, 498–499 Diverse communications options, 533–534 Diversity, 530–531 Diverting, 170 Domain names, 127 Domain squatting, 127 Domino’s Pizza, 265, 493–494 Dow Chemical, 388 Dual branding, 245 Duality, 97 Dubelar, Chris, 342 Dubow, Craig, 47 DuPont, 248, 304 Durability, 85 E Earned media, 211 Economic downturn, 26, 27 Economic profit, 347 Economies of scale, 486 Ego needs, 64 Emotional branding, 90–92 Emotional modifier, 68 Empirical generalizations, 226–227 Engaged customers, 94, 96, 396 Engagement, 93 Entertainment industries, 18–19 Entertainment licensing, 249 Entity theorists, 440 Environmentally concerned corporate image association, 385 Equalization price, 342 Equity Engine, 323–324 Erdem, Tülin, 342 Erickson, Gary, 151 ESPN, 214, 371 Essential Action, 44 Ethnography, 298 Event marketing and sponsorships, 211–216 choosing opportunities, 213 designing programs, 213 guidelines for, 213 measuring activities, 215–216 rationale for, 212–213 sponsored events, 254–255, 258–260 Eveready, 130 Everyday low pricing (EDLP), 169–171 Excitement, 92 Exemplars, 58, 336 Expected product level, Experience economy/business, 153 Experience goods, Experience providers, 154 Experiential marketing, 153–154 Experiential methods, 306–310 Exposure, 192 Extension equity, 421–422 Eye tracking, 312 F Facebook, 210–211, 534 Fader, Peter, 349 Family brand/branding strategy, 235, 371–372, 405, 541 Farquhar, Peter H., 436 Farrelly, Ryan, 57 Feasibility, 59 Febreze, 466 Federal Express, 89 Federal Trade Commission (FTC), 35 Fedorikhin, Alexander, 434 Feel marketing, 154 Feelings, 81, 96 See also Brand feelings Fehle, Frank, 353 Fighter brands, 366–367 Filo, David, 127 Financial Accounting Standards Board (FASB), 353 Financial commitment, 24 Financial risk, Fit, 432–433 Flagship product, 377 Flankers, 366–367 Food Marketing Institute (FMI), 414 Ford Motor Company, 189, 191 Fornell, Clas, 353 Forward buying, 170 Ps (product, price, place, promotion) of marketing, 159 Fournier, Susan, 320–323, 353 Fournier’s brand relationship research, 320–323 Foursquare, 217 Fox, Richard J., 437 Franchise extension, 411 Frank, Sidney, 256 Free association, 298–300 Frequency programs, 161–162 Fun, 91 Functional risk, 555 Function-oriented brands, 432 Fund raising, 343 Funnel stages and transitions, 52 Future Brand, 20 G Gannett, 47 The Gap, 140 Gates, Thomas N., 477 Gatorade, 140, 375 GE, 397 Gender, 86 General Electric, 259 General Mills, 35, 130, 131, 379, 389 General Motors, 92, 414 Generally accepted accounting practices (GAAP), 353 Generics, 3, 182 Geographic locations, 20, 32, 52, 238–241 Geotargeting, 217 Gerstein, Richard, 197 Gillette, 167, 459–460, 487 Gilmore, James H., 153 Glazer, Rashi, 246 Global brand strategy, 491–493 brand image, 492 brand positioning, 492–493 brand responses, 492 brand salience, 492 customer-based brand equity, 491–492 positioning of, 492–493 resonance, 492 ten commandments for, 512 Global customer-based brand equity, 491–492, 501–511 brand building, 502–503 brand partnerships, 504–505 brand recall and language, 509–510 communications strategy, 497–498 developed vs developing markets, 500–501 distribution strategy, 498–499 global and local control, 507 global brand equity measurement system, 509 integrated marketing communications, 504 leveraging brand elements, 509 marketing infrastructure, 503–504 measurement system for, 509 operable guidelines, 508–509 pricing strategy, 499 product strategy, 494–495 similarities/differences in, 501–502 standardization and customization, 493–499, 505–507 556 INDEX Global marketing advantages of, 486–487 brand image consistency and, 487 brand/product development, 490 candidates for global campaigns, 506–507 consumer differences, 488–489 consumer response, 488–489 disadvantages of, 488–490 economies of scale, 486 legal environment and, 490 market entry strategies, 505 marketing costs, 487 power and scope, 487 rationale for, 484 sustainability and leverage, 487 Global tracking, 274–275 Globalization, 28 Godin, Seth, 157–158 Golder, Peter N., 22–23, 24 Gome, 514 Goods business, 153 Goodwill, 344 Goodyear, 178 Google, 16, 328–330, 359 Grand Metropolitan, 345 Green, Paul E., 339 Green Giant, 129 Green marketing, 397–398 consumer behavior, 398 lack of credibility, 397–398 Grewal, Radeep, 440 Grey Goose, 256 Groupon, 207 Growth potential, 103 Gucci, 418 Guitar Hero, 458 H H & R Block, 82 H J Heinz, 34, 168 Haire, Mason, 300, 301 Hamilton, Ryan, 439 Harley-Davidson, 250 Harley-Davidson Motor Company, 94, 465 Harrah’s, 281 Harry Potter film series, 19 Hastings, Reed, 373 HBO, 132 Heineken, 494, 505 Heinz, 500 Herr, Paul M., 436 Heuristic, 46 Hewlett-Packard (HP), 308 High-end prestige brand, 367–370 High-image products, 506 High-quality corporate image association, 383 High-tech products, 11–13, 506, 541–542 Hindustan Lever, 503 Hirshberg, Gary, 398 Hitachi, 127 Holak, Susan L., 429 Holbrook, Morris, 144 Holistic methods, 340–350, 351 residual approaches, 340–342 valuation approaches, 343–349 Holistic thinkers, 440 Home Shopping Network (HSN), 469 Honda, 433 Horsky, Dan, 353 Hulu, 15 Hyundai, 166–167 I IAS 38 Intangible Assets, 353–354 IBM, 236–237 Ideas and causes, 20 See also Cause marketing IFRS 13 Fair Value Measurement, 354 IFRS Business Combinations, 350 IFRS 36 Impairments of Assets, 354 Ikea, 55 Illy, Andrea, 506 Image transfer process, channels of distribution as, 241 Image/image management, 314–316, 396–397 Imagery, 81, 95, 458–462 Imitator brands, 144 Imprinting moment, 302 Inclusion effect, 436 Income, 86 Income approach, 346 Incremental theorists, 440 Independent self-construal, 440 India, 500 Indirect approach, 264 Indirect channels, 171, 173–177 channel support, 175 cooperative advertising, 176–177 push and pull strategies, 173–174 retail segmentation, 176 Indirect competition, 54 Individual brand, 372 Infomercials, 200 Information processing model of communications, 192–193 Ingredient branding, 244–247 advantages/disadvantages of, 247 guidelines, 247 Inherent brand potential, 362 Innovation, 24 Innovative corporate image association, 383 Intangible assets, 344 Integrated marketing communication (IMC) program, 219–224 brand equity, 223 choice criteria, 222 commonality, 221–222 complementarity, 222 conformability, 222 contribution, 221 cost, 222 coverage, 220–221 criteria for, 220 evaluation options, 224 final design and implementation, 225 global brands, 504 priorities and tradeoffs, 224 Intel, 47, 454–455 Intellectual property rights, Intensity, 94 Intentions, 192 Interactive marketing, 208–211 Interbrand’s brand valuation methodology, 348–349 Interdependence, 323 Interdependent self-construal, 440 Internal branding, 69, 282 International Accounting Standards Board (IASB), 353 International distribution, 498–499 International Labour Organization, 44 International marketing See Global marketing Interpretation tasks, 300 Intimacy, 323 Introductory stage, 409 Intuit, 11 Investor sentiment multiplier, 103 J Jacobson, Robert, 352–353, 438 Jeep, 94 JetBlue, 126 Jingles, 136 John, Deborah Roedder, 438, 440 John Deere, 175 Johnnie Walker, 497 Johnson & Johnson, 476–478 Joie de Vivre Hospitality LLC, 303 Joiner, Christopher, 436, 438 INDEX Joint ventures, 505 Judgments, 81, 95–96 Jun, Sung Youl, 245 K Kalwani, Manohar U., 342 Kamakura, Wagner A., 341 Keller, Kevin Lane, 245, 383, 432, 433, 435–436, 437, 438, 439, 440 Kellogg, 502 Kendall Oil, 139 Kentucky Fried Chicken, 514 KFC, 514 Kindle, 419 Kirmani, A., 438, 439 Kleenex, 184 Klein, Naomi, 44 Klink, Richard R., 439 Knox, Steve, 219 Knutson, Brian, 305 Koehn, Nancy, 473 Kraft, 139, 484 Krishnan, Shanker, 438 Krisnan, M.S., 353 Kumar, Piyush, 245 Kumar, V., 108 L Labeling of brand extensions, 409 Lacoste, 462–463 Laddering, 63–64 Lane, V R., 353, 438 Lane, Vicki R., 439 Lanham Act (1946), 35 LaPointe, Pat, 280 Las Vegas (branding of place), 20 Lauterborn, Robert F., 152 Lawson, Robert, 432 Leadership, brand leadership factors, 23–24 Learning advantages, 46 Lee, Yih Hwai, 510 Legal branding considerations, 143–145 counterfeit and imitator brands, 144 historical and legal precedence, 144 names, 144–145 packaging, 145 trademark issues, 144–145 Legal environment, 490 Lego, 211 Lehmann, Donald R., 341–342 Lemon, Katherine, 107–108 Lenova, 514 Leveraging process See also Secondary brand associations existing brand knowledge, 233–234 global marketing, 487 guidelines for, 234–235 leveraging another entity, 60 new brand associations, 233 Levi Strauss & Company, 178–179, 425, 439, 509 Levin, Aron M., 245 Levin, Irwin P., 245 Levy, Keith, 197 Levy, Sidney J., 268 Licensing, 247–250 advantages/disadvantages of, 243 corporate trademark licensing, 250 entertainment licensing, 249 guidelines for, 250 merchandising licensing, 247–249 Likeability, 115 Line extension, 364, 411 Line extension trap, 416 Liz Claiborne, 341 L.L Bean, 385 Logos and symbols, 3, 18, 127–128 Loken, Barbara, 436, 437, 438 L’Oréal, 409–410, 487 Louviere, Jordan, 342 Love/passion, 323 Low-end entry-level brand, 367 Low-involvement decisions, 46 Low-priced competitors, 28 Loyalty, 318 Loyalty ladder, 318 Loyalty programs, 161–162 Luxury branding, 86 M M & M’s, 115 Macy’s, 2, 392, 482 Mad Men, 203 Madden, Thomas J., 353 Magazines, 198–199 Mahajan, Vijay, 245 Managerial persistence, 24 Manufacturers, Marineau, Philip, 425 Market, 51 Market approach, 346 Market coverage, 411 Market dynamics, 103 Market leadership, 23 Market performance, 102–103 Market segments, 32, 52, 348–349 African Americans, 485 behavioral segmentation, 51–52 cultural segments, 483–484 demographic segments, 483–484 557 identifying, 469–470 regional markets, 482–483 segmentation bases, 51–53 Market share, 103 Marketing See also Global marketing advantages of strong brands, 41 brand equity and, 450 buzz marketing, 219 cause marketing for brand equity, 395–398 consumer response to, 488–489 creating ROI from, 351 crisis marketing, 476–478 dashboards, 280–281 experiential marketing, 153–154 future priorities, 533–534 green marketing, 397–398 integrating programs and activities, 151–159 managing marketing partners, 285–286 marketing assessment system, 284 one-to-one marketing, 156–157 organizational design for, 283–285 permission marketing, 157–158 personalizing of, 153–158 perspectives on, 150–151 relationship marketing, 154–155 social media See Social media word-of-mouth, 218–219 Marketing audit, 265 Marketing channels, 171 Marketing communications See also Advertising; Integrated marketing communication (IMC) program billboards and posters, 201–202 brand extensions, 409 brand-building communications, 191–193 challenges in, 191–193 database marketing, 201 defining, 190 direct response, 200 effectiveness of, 192 event marketing and sponsorship, 211–216 ideal ad campaign, 193 industrial/business-to-business products, 541 information processing model, 192–193 interactive, 208–211 mobile marketing, 216–218 movies, airlines, lounges, other places, 202 multiple communications, 193 558 INDEX Marketing communications (Continued) new media environment, 191–193 online ads, 208–210 options for, 190 pitfalls in, 192 point of purchase, 203–204 print, 198–200 product placement, 203 promotion, 204–208 public relations and publicity, 218 radio, 197–198 strengthening communication effects, 223 television, 194–197 web sites, 208 Marketing infrastructure, 503–504 Marketing partners/partnerships, 175, 285–286 Marketing program brand extensions, 409, 429–430 brand line campaigns, 388 brand positioning and, 270–271 corporate image campaigns, 387–389 cost advantages in global program, 487 investment in, 101 optimal marketing program, 429–430 reinforcing brands with, 456–462 for strong brand, 526–528 uniformity in, 487 Marketing-based comparative approaches, 337–339 applications, 338–339 critique of, 339 Marks & Spencer, 15 Marlboro, 165–166, 511 Marriott, 368–369 Martin, Chris, 451 Maslow’s hierarchy of needs, 63–64 Mass customization, 155–156 Mass market, 24, 34 MasterCard, 97, 99, 488 Matta, Shashi, 440 Maxwell House, 301 Mayo Clinic, 278 McCarthy, Michael S., 438 McDonald’s, 45, 406–407, 503–504 McGovern, Gail, 280–281 McQuarrie, Ed, 309 Meaningfulness, 115 Means-end chains, 64 Media environment, 191–193 Media fragmentation, 27–28 Memorability, 115 Mental maps, 268, 299 Mercedes Benz, 243 Mercedes-Benz, 45 Merchandising licensing, 247–249 Merchant, Gordon, 412 Mergers and acquisitions, 343 Message strategy, 194 Method Products, 141–142 Me-too entry, 421 Meyer, Christopher, 154 Michelin, 117, 422 Michelob, 453 Microsoft, 309 Migration strategies, 471 Milberg, Sandra, 432 Milberg, Sandra J., 438 Miller beer, 60, 367, 418 Millward Brown, 276 Millward Brown’s Brand Dynamics model, 323–324 Mind share, 82 Miniard, Paul W., 440 Mithas, Sunil, 353 Mizik, Natalie, 353 Mobile marketing, 216–218 Modifier, 372 Monga, Alokparna Basu, 440 Moosejaw Mountaineering, 152–153 Morgan, Neil A., 353 Morgeson, Forest V., III, 353 Morpheme, 123 Morrin, Maureen, 438 Motel 6, 197 Mountain Dew, 464, 466 MTV, 268–269, 460 Multidimensional scaling (MDS), 316 Multiple communications, 193 Multiple information provision strategy, 222 Murdoch, Rupert, 344–345 Mustafa, Isaiah, 28 Muthukrishan, A V., 433–434 Mycoskie, Blake, 387 Mystery shoppers, 309 N Nakamoto, Kent, 246 Name changes, 390–392 National Biscuit, 34 National manufacturer brands, 34 Nationwide, 216 Nedungadi, Prakash, 315 Negatively correlated attributes/ benefits, 60 Nescafé, 301 Neslin, Scott A., 341–342 Nestlé, 506 Net Promoter Score (NPS), 317 Netflix, 373 Neuromarketing, 304–305 New attribute expansions, 245 New brand associations, 233 New markets, 469–470 New products See also Brand extensions acceptance of, 408–409 brand extension and, 404–407, 418–419 New Zealand Way (NZW) brand, 240 News Corporation, 344–345 Newspapers, 198–199 Nike, 66, 67, 171–172, 178 Nivea, 422, 492 No Logo (Klein), 44 Nonattribute preference component, 342 Non-product-related imagery associations, 458–462 Nonprofit organizations, 17 Nontraditional advertising, 200–204 Nonverbal elements, 509–510 Nordstrom, 383 Nunes, Joseph C., 440 O Obsolescing existing products, 473–474 Ocean Spray, 411–412 Offensive actions, 64 Office Depot, 309 Old Spice, 28 Oliva, Terence A., 340 Olivetti, 23 Olympic, 258–260 OMEGA, 292 100-Calorie packs, 137 One-to-one marketing, 156–157 Online ads, 208–210 Online products and services, 15–16 Online service quality, 540 Opt-in advertising, 217 Option value of brands, 109 Oreo brand, 484 Organizations branding of, 17–18 design and structures, 283–285 global marketing programs, 507 Orphan brand, 472–473 Outlet stores, 171 Out-of-home advertising, 200–201 Outpost.com, 48 Overbranding, 542 Overstock.com, 392 Owned media, 211 Ownership effect, 439 INDEX P Packaging, 136–139 benefits of, 137 brand extensions, 409 changes in, 139 color of, 138–139 design of, 138–139, 312 innovations in, 138 objectives of, 136 point of purchase, 138 psychology of, 141 shelf impact of, 138 trademark issues of, 145 Paid media, 211 Palmisano, Sam, 236 Palmolive, 495, 508 Pan, Yigang, 510 Panda Express, 69 Pandora, 16 Parent brand, 405, 411, 414–416, 422, 430 Park, C Whan, 245, 432, 434, 438 Park, Chan Su, 342 Park, Jongwon, 438, 440 Part worth, 339 Participating marketing, 157–158 Partner quality, 323 Patek Philippe, 292 Patents, Patriotic appeals, 239 People branding of, 17–18 celebrity endorsement, 250–254 corporate image associations, 383–384 Peppers, Don, 156–157 Pepsi-Cola, 4, 140, 255 Perceived quality, 159 Perceptual maps, 42 Performance, 81, 95 Permission marketing, 157–158 Perry, Michael, 349 Person brand, 255 Personal digital assistants (PDAs), 63 Personality ratings, 307 Personalizing marketing, 153–158 experiential marketing, 153–154 one-to-one marketing, 156–157 permission marketing, 157–158 Personas, 271 Pessemier, Edgar, 338 Pharmaceuticals, 35 Pharmacia, 35 Philip Morris, 165 Philips Consumer Electrics, 388 Physical goods, 9–13 Physical risk, Physiological needs, 64 Pine, B Joseph, 153 Pischetsrieder, Bernd, 106 Place advertising, 200–204 Place branding, 20 Planter’s, 338 Plosives, 123 Point of purchase, 138, 203–204 Points-of-difference (PODs), 55–56 choice of, 59–60 deliverability criteria, 59 desirability criteria, 59 establishing of, 60–62 Points-of-parity associations (POPs) establishing of, 60–62 points-of-difference vs., 56–57 Political positioning, 61 Pop-up stores, 177 Porsche 911, 314 Porsche Boxster, 313 Positioning See Brand positioning Positioning guidelines, 57–65 competitive frame of reference, 57–58 deliverability criteria, 59 desirability criteria, 59–60 laddering, 63–64 leveraging equity of entity, 60 points-of-parity/-differences, 54–57, 59–60 politicians, 61 reacting, 65 redefining the relationship, 62 separate the attributes, 60 updating positioning over time, 63–65 Posters, 201–202 Potential product level, Power brand, 487 Precision marketing, 200 Preemptive cannibalization, 416 Prestige-oriented brands, 432 Prevention focus, 440 Price bands, 163 Price segmentation, 169 Price stability, 170–171 Pricing strategy to build brand equity, 165–171 consumer price perceptions, 163–164 everyday low pricing (EDLP), 169–171 global strategy, 499 product costs, 167–168 product design and delivery, 167 product prices, 168 promotion and, 242 value pricing, 165–166 Principle of commonality, 379–380 Principle of differentiation, 377 559 Principle of growth, 374 Principle of prominence, 378 Principle of relevance, 377 Principle of simplicity, 376 Principle of survival, 374 Principle of synergy, 374 Print media, 198–200 Pritchard, Marc, 197 Private label strategies, 15, 182–184 Procter & Gamble, 2, 27–28, 34, 35, 64, 155, 168–170, 285, 365, 473, 500–501, 505, 530–531 Product category structure, 81–82 Product costs, 167–168 Product descriptor, 372 Product design, 533 Product design and delivery, 167 Product hierarchy, 82 Product levels, 3–4 Product line, 359 Product mix, 359, 525 Product placement, 203 Product prices, 168 Product strategy, 159–162 aftermarketing, 159–162 brand priorities, 532–533 global brands, 494–495 loyalty programs, 161–162 mass customization, 155–156 relationship marketing, 154–155 Product-brand relationships, 359 Product-brand tracking, 272 Product-feature similarity, 432 Production, economies of scale in, 486 Product-related attributes/benefits, 432 Product-related performance associations, 457–458 Product(s) attributes, benefits, or attitudes, 381–385 augmented product level, brands vs., 3–6 core benefit level, defined, expected product level, generic product level, potential product level, Program quality multiplier, 101 Projective techniques, 300–302 Prominence, 378 Promotion, 9, 204–208 advantages/disadvantages of, 204–208 brand extensions, 409 consumer promotion, 204–207 issues in, 204–205 trade promotion, 208 560 INDEX Promotion focus, 440 Proof points, 56 Prophet’s brand valuation methodology, 347–348 Protectability, 119 Psychographic factors, 52, 86 Psychological risk, Public relations, 218 Publicity, 218 Puligadda, Sanjay, 440 Pull strategy, 174 Purchase intentions, 316–317 Push strategy, 174 Q Q Scores, 254 Qantas, 366 Quaker Oats, 5–6, 350 Qualitative research techniques, 268, 297–310 archetype research, 302 brand personality and value, 305–306 comparison tasks, 302 completion tasks, 300 drawbacks of, 310 experiential methods, 306–310 free associations, 298–300 interpretation tasks, 300 neuromarketing, 304–305 projective techniques, 300–302 Zaltman Metaphor Elicitation Techniques (ZMET), 302–304 Quality, 95 Quantitative research techniques, 270, 310–323 brand awareness, 311 brand image, 314–316 corrections for guessing, 313 recall, 312–313 recognition, 311–312 strategic implications, 313–314 Quelch, John, 280–281 R Race, 86 Radio advertising, 197–198 Randall, T., 439 Rangaswam, Arvind, 340 Range brands, 371 Rank Hovis McDougal (RHM), 345 Rao, Vithala R., 353 Rapaille, G C., 302 Rapoport, Carla, 506 Ray, Rachael, 17 Reacting, 65 Reagan, Ronald, 250 Reasons to believe (RTBs), 56 Recall, 312–313 Recession, 26, 27 Recognition, 311–312 Reddy, Srinivas K., 429, 437 Redox, 473 Regional market segments/ regionalization, 482–483 Rego, Lopo L., 353 Regulatory focus, 440 Reibstein, D., 439 Reichheld, Frederick, 93, 317 Relate marketing, 154 Relationship equity, 107 Relationship marketing, 154–162, 540–541 aftermarketing, 159–162 loyalty programs, 161–162 mass customization, 155–156 Relevance, 59, 101 Reliability, 85, 542 Repositioning the brand, 470–471 Reputation, 382 Research See Qualitative research techniques; Quantitative research techniques Residual approaches, 340–342 Resonance, 81, 96, 492 Responsiveness, 543 Retail stores, 171 Retailers, 176, 507, 543–544 access, 242 brand image dimensions, 242 cross-category assortment, 242 image of, 242 as middleman, 109 price and promotion, 242 resistance to brand extensions, 414 store atmosphere, 242 within-category assortment, 242 Retiring brands, 472–473 Retro-advertising, 454 Retro-branding, 454 Return of marketing investment (ROMI), 264 Return on investment (ROI), 226, 259, 351, 352 Revenue premium, 341–342 Revitalization strategies, 462–471 Risk profile, 103 Risks in product decisions, Roberts, John, 270 Robertson, Thomas S., 504–505 Roedder John, Deborah, 438, 440 Rogers, Martha, 156–157 Role of branding index (RBI), 349 Rolex, 287–293 Rolling Stone magazine, 498 Rolls-Royce, 155 Romeo, Jean B., 438, 440 Rorschach test, 300 Ross, William T., Jr., 440 Roux, Michel, 199 Royal Mail, 392 Royalty Relief Methodology, 346 Russell, Gary J., 341 Rust, Roland T., 107–108 Ruth, Julie A., 245 S Safety and security needs, 64 Sainsbury, 15, 182 Sales promotions, 204 Salience, 81, 95 Salomon, 232–233 Scent, 155 Schmitt, Bernd H., 153–154, 510 Schultz, Don E., 152 Schultz, Howard, 140 Search goods, Secondary brand associations awareness/knowledge of entity, 234 celebrity endorsement, 250–254 channels of distribution, 241 co-branding, 241–247 commonality leveraging strategy, 235 company associations, 235–238 complementarity branding strategies, 235 country of origin/geographic areas, 238–241 guidelines for, 234–235 leveraging of, 430 licensing, 247–250 meaningfulness of knowledge, 234 Salomon example, 232–233 sporting, cultural, other events, 254–255 third-party sources, 256–257 transferability of knowledge, 234 Secondary meaning, 145 Security, 92 Segments See Market segments Seinfeld, 197 Seldin, Larry, 98 Self-actualization, 64 Self-branded ingredient, 245 Self-concept connection, 323 Self-construal, 440 Self-respect, 92 INDEX Selvadurai, Naveen, 217 Sense marketing, 154 Service effectiveness/efficiency, 85 Service empathy, 85 Service quality, dimensions of, 542–543 Serviceability, 85 Services/service business, 14–15, 153, 507, 542–543 Shareholder value, 98, 103 Shelf impact, 138 Shine, Byung Chul, 438 Shock advertising, 48 Shocker, Allen D., 245 Shopkick app, 218 Shopper marketing, 173 Shutterfly, 99 Sibilants, 123 Siegel, Robert, 462 Simmons, Carolyn J., 440 Simon, Carol J., 346–348 Simon, Hermann, 499 Simon and Sullivan’s brand equity value, 346–348 Simonin, Bernard L., 245 Simonson, Alex, 144 Singapore Airlines, 69, 246 Skype, 279 Slogans, 10, 48, 130–136 benefits of, 130 designing of, 133 updating of, 133–136 Small businesses, 544–545 Smart Car, 243 Smith, Daniel C., 433, 437, 439 Smith Corona, 458 Snapple, 350 SNICKERS, 195–196 Snuggle, 502 Social approval, 92 Social currency, 319 Social media, 27–28, 210–211, 320, 534 Social needs, 64 Social risk, Socially responsible corporate image association, 385, 386–387 Sood, Sanjay, 433, 434, 436, 438, 439, 440 Specialty stores, 172 Sponsorship programs See Event marketing and sponsorships Sporting events, 254–255 Sports, arts, and entertainment, 18–19 Srinivasan, V., 340, 342 Sriram, S., 342 Standardization vs customization, 493–502, 505–507 Star Wars, 19 Starwood, 91 Stevia, 139 Stock market, 352–353 Stock-keeping units (SKUs), 414 Store atmosphere, 242 Store brands See Private label strategies Store image, 242 Store-within-a-store, 179 Strategic brand management brand marketing programs, 30–31 brand performance, 32 brand positioning, 30 building brand equity, 522 defining, 30, 520 guidelines for, 520–525 outcomes of brand equity, 522 process/main steps of, 30–32 sources of brand equity, 521 sustaining brand equity, 32 tactical guidelines, 522–525 Stuart, John, 5–6 Subaru, 55 Sub-branding, 364–365, 375–376, 405, 424 Subway, 84 Sullivan, Mary W., 346–348, 437 Suning, 514 Super-branding, 439 Supply-side method, 215 Sustainability, 60 Swager, Andre, 154 Swait, Joffre, 342 Swaminathan, Vanitha, 437 Swann, Jerre, 144 Swatch, 243 Swyngedouw, Patrick, 353 Symbols and logos, 18, 127–128 T Tachistoscopes (T-scopes), 312 Taco Bell, 168 Talbots, 469 Tangible assets, 344 Tangibles, 542 Tannenbaum, Stanley I., 152 Tansuhaj, P., 245 Target market criteria, 53 segmentation bases, 51–53 Tarnishment, 144 Tauber, Edward, 421 561 Tavassoli, Nader T., 510 Television advertising, 194–197, 226–227 Tellis, Gerard J., 23, 24 Tesco, 15, 157, 182 Think marketing, 154 Third-party sources, 256–257 Thomson, Matthew, 434 358-degree media planning, 226 3M, 384 Time risk, Timex, 457 T-Mobile, 336 Tobin’s Q, 353 Tommy Hilfiger, 470 TOMS Shoes, 387 Toscani, Oliverio, 134 Toy Story, 249 Tracking studies See Brand tracking studies Trade promotion, 208 Trademark appropriation, 144 Trademark control, 143 Trademark dilution, 144 Trademark implementation, 143 Trademark Law Revision Act (of 1988), 144 Trademark strategy, 143 Trademark(s), 7, 33–34, 143 Transferability, 116 Transformational advertising, 90–91 Tremor, 219 Tropicana, 81, 140 Trout, Jack, 20 Trustworthiness, 543 Tupperware, 172, 488 Twitter, 210, 534 Tylenol Brand crisis, 476–478 U UBS brand, 388 Ulrich, K., 439 Umbrella brands, 371 Unaided recall, 312–313 Underwood, 23 Underwood Devil, 34 Uneeda Biscuits, 34 Unicef, 18–19 Uniglo, 469 United Parcel Service, 260, 496 URLs (Uniform Resource Locators), 127 US Airways, 58 U.S Customs, 118 USA Today, 305 Usage opportunities, 467–469 562 INDEX V Valuation approaches, 340, 343–349 accounting background for, 344 general approaches, 346 historical perspectives, 344–346 Interbrand’s methodology, 348–349 Prophet’s brand valuation methodology, 347–348 Simon and Sullivan’s technique, 346–348 summary, 349–350 Value equity, 98, 107 Value stages customer mind-set, 101–102 investor sentiment multiplier, 103 market performance, 102–103 marketing program investment, 101 marketplace conditions multiplier, 102 program quality multiplier, 101–103 shareholder value, 103 Value-based pricing strategies, 163 Values, 384–385 Vass, Kevin E., 245 Venkatesh, R., 245 Vertical brand extensions, 423–424, 439 Victoria’s Secret, 155 Video advertising, 208–209 Virgin brand, 416–418 Vivaldi Partnerrs, 319 Vlasic, 173–174 Volkswagen, 106 Volvo, 45 VW phaeton, 361 W W Hotels, 91 Walgreens, 206 Walmart, 166 Warmth, 91 Waste Management, 359 Web sites, 24, 208 Web strategies, 180 Weighted average cost of capital (WACC), 349 Weitz, Barton A., 433–434 Wheeler Amendment, 35 Whirlpool, 396 William Underwood & Company, 34 Wilsdorf, Hans, 287 Wind, Yoram, 339 Winfrey, Oprah, 251 Within-category assortment, 242 Wolf, Stephen, 58 Wolfe, Robert, 152 Wonder Bread, 456 Word-of-mouth, 218–219 World Customs Organization, 118 World Health Organization, 118 Wrigley, 23 Wyer, Robert S., Jr., 434, 438 X X Games, 214 Xerox, 93 Y Yahoo!, 127 Yang, Jerry, 127 Yeo, Junsang, 440 Yeung, Catherine W M., 434 Yielding, 192 Yoplait Save Lids to Save Lives, 396–397 Yorkston, Eric A., 440 Young & Rubicam’s BrandAsset Valuator (BAV), 323, 325–330 applying to Google, 328–330 brand health, 325 four pillars of, 326 global marketing and, 490 PowerGrid, 327 YouTube, 534 See also Social media Z Zaltman, Gerald, 302 Zaltman Metaphor Elicitation Techniques (ZMET), 302–304 Zappos, 544 Zeithaml, Valarie A., 107–108 Zhang, Shi, 434, 510 ... OF BRANDING 3-1: Luxury Branding XI 86 Brand Judgments 89 Brand Feelings 90 Brand Resonance 92 BRANDING BRIEF 3-1: Building Brand Communities Brand- Building Implications 94 94 THE SCIENCE OF BRANDING... currency • Brand extension scorecard • Brand flashbacks • Brand communities • Brand characters • Brand makeovers • Person branding • Brand potential • Culture and branding • Future brand priorities... Strong Brands 70 Notes 72 Chapter Brand Resonance and the Brand Value Chain Preview 79 Building a Strong Brand: The Four Steps of Brand Building Brand Salience 79 Brand Performance 83 Brand Imagery