Brandreport card

Harvard Business review

Kevin Lane Keller

Building and managing brand equity- Priority

10 characteristics of worlds strongest brands

Report card- systematic way to grade performance

Strength and weakness

ten traits

1Brand excels at delivering the benefits customers truly desires

Product, attributes, brand image, many other tangible and intangible factors

E.G . Starbucks

appeal to all senses

starbucks India

ten traits

2The brand stays relevant

Brand equity = Quality + Intangible factors

Intangible factors : User imagery Brand personality Feeling

Example : Gillette – “The best a man Can get”

ten traits

3Pricing is based on consumers perception of value

Example : P&G

Too less

EDLP

ten traits

4The brand is properly positioned

Blend POP and POD

Example: 1. Mercedes-Benz and SonyProduct superiority Vs Service

2. Calvin- Klein and Hardly DavidsonUser imagery Vs Performance

ten traits

5Brand is consistent

Continuity in marketing activities

Example: Michelbob1970: “where are you going, it’s Michelbob”“Weekends are made for Michelbob”“Put a little weekend in your week”“The night belongs to Michelbob”“Some days are better than others”“A special day requires a special beer”

ten traits

6The brand portfolio and hierarchy make sense

Brand portfolio, Boundaries

Example : BMW- Well subbranded cars- 3,5,7 series

GM- struggle with protfolio“” A car for every purse and purpose”Candillac, Oldsmobile, Buick and Pontiac

ten traits

The brand makes use of & coordinates a full repertoires of marketing activities to build brand equity

Why, how product can be used, by whom, where and when

Example : Coca Cola media advertisement Sponsorship Merchandise interactive media

7

Atlanta museum

ten traits

The brand’s manager understand what brand means to consumer

Brand and its core association

Example : Gillette

Razors, blade- GilletteElectric razors- braunOral care – Oral B

8

ten traits

The brand is given proper support and that support is sustained over the long run

Foundation brand equity requires depth& breadth of awareness, strong, favorable association

Example : Shell Oil- cut back in advt .and marketing hit them badly

Coors Brewing- shift in focus

9

ten traits

The company monitors sources of brand equity

Brand inventory- How brand has been marketedBrand exploratory- what does or could brand mean to consumerBrand equity management system

Example: Disney- Overexposure Reinforce ”fun, family, and entertainment”

10

Conclusion• Power of brand lies in consumers mind what they have experience and learned over time

• Brand equity- strategic bridge consumers beliefs and attitude grant permission to future marketing program and tactics

• marketer who build strong brand have embrace the concept and use it to fullest to clarify, implement and communicate their marketing strategies