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CHAPTER 1:
Brands and Brand
Management

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

By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
 Learning Objectives
• Define “brand,” state how brand differs from a product,
and explain what brand equity is.

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• Summarize why brands are important.
• Explain how branding applies to virtually everything.
• Describe the main branding challenges and opportunities.
• Identify the steps in the strategic brand management
process.

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

By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
 What Is a Brand?

Brand Elements

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Brands Versus Products

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

By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
 Brand Elements
Different components that identifies and differentiates a
brand

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• Name, logo, symbol, package design, or other
characteristic.
• It can be based on people, places, things, and abstract
images.

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

By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
 Brand Versus Product
Brand Product
It has dimensions that Anything available in the
differentiate it in some way market for use or consumption

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from other products designed that may satisfy a need or
to satisfy the same need. want.

It can be differentiated on the It can be categorized into five

basis of: levels namely:
• Packaging • Core benefit level
• Services provided • Generic product level
• Customer advice • Expected product level
• Financing • Augmented product level
• Delivery arrangements • Potential product level
• Warehousing
• Other things valued by the
customers

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

By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
 To Sum Up ....
Through branding, organizations:

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• Create perceived differences amongst products.
• Develop loyal customer franchise.
• Create value that can translate to financial profits.

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

By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
 Why Do Brands Matter?

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Consumers

Firms

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

By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
 Consumers
Encompass all types of customers, including individuals as
well as organizations.

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Functions provided by brands to consumers are:
• Identify the source or maker of the product.
• Simplify product decisions.
• Lower the search costs for products internally and
externally.
• Helps set reasonable expectations about what consumers
may not know about the brand.

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

By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
 Consumers (Continued…)
• Signal product characteristics and attributes.
• On the basis of attributes products can be classified as:

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– Search goods
– Experience goods
– Credence goods

• Reduce risks in product decision

• These risk can be categorised as
– Functional
– Physical
– Financial
– Social psychological
– Time

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

By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
 Firms
Brands provide valuable functions
• Simplify product handling and tracing.

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• Help organizing inventory and accounting records.
• Offer the firm legal protection for unique features or
aspects of the product.
• Provide predictability and security of demand for the firm
and creates barriers of entry for competitors.
• Provide a powerful means to secure competitive advantage.

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

By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Figure 1.3: Roles that Brands Play

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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
 Can Anything Be Branded

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Physical Goods

Services

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

By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
 Physical Goods

Business-to-Business Products

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High-tech Products

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

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

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Role of Branding with Services

Professional Services

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

By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
 Can Anything Be Branded

Retailers and Distributors

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Online Products and Services

People and Organizations

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

By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
 Role of Branding

Sports , Arts, and Entertainment

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Geographic Locations

Ideas and Causes

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

By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
 To Sum up....
• Branding is universal and pervasive in different product
categories.

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• Applicable to both tangible and intangible offerings of an
organization.
• Technological developments have impacted the way firms
market their offerings.
• Organizations reap financial benefits from positive brand
images.

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

By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
 Strong Brands
• Brands that have been market leaders in their categories
for decades.

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• Any brand is vulnerable and susceptible to poor brand
management.

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

By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
 Factors Responsible for Branding
Challenges

Savvy Customers

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Economic Downturns

Brand Proliferation

Media Transformation

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

By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Factors Responsible for Branding
Challenges

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Increased Competition

Increased Costs

Greater Accountability

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

By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Figure 1.9: Challenges to Brand Builders

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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
 Brand Equity
Principles of branding and brand equity
• Differences in outcomes arise from the “added value”

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endowed to a product.
• The added value can be created for a brand in many
different ways.
• Brand equity provides a common denominator for
interpreting marketing strategies and assessing the value
of a brand.
• There are many different ways in which the value of a
brand can be exploited to benefit the firm.

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

By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
 Strategic Brand Management
Process

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Identifying and Developing Brand Plans

Designing and Implementing Brand

Marketing Programs

Measuring and Interpreting Brand

Performance

Growing and Sustaining Brand Equity

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

By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Identifying and Developing Brand
Plans

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Brand Positioning Model

Brand Resonance Model

Brand Value Chain

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

By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Designing and Implementing Brand
Marketing Program

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Choosing Brand
Integrating Elements
the Brand into Marketing
Activities and the Supporting Marketing
Program
Leveraging Secondary Associations

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

By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
 Measuring and Interpreting Brand
Performance
To manage brands profitably, managers must implement a

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brand equity measurement system.
Brand equity measurement system involves:
• Brand audits
• Brand tracking studies
• 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
Growing and Sustaining Brand Equity

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Defining Brand Architecture

Managing Brand Equity Over Time

Managing Brand Equity Over Geographic

Boundaries, Cultures, and Market Segments

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

By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Figure 1.12: Strategic Brand
Management Process

Copyright © 2015 Pearson India Education Services Pvt. Ltd.

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