Strategic Brand Management: Building, Measuring, and Managing Brand Equity [Hardcover]

Kevin Lane Keller (Author)

Book Description

Publication Date: November 10, 1997 | ISBN-10: 0131201158 | ISBN-13: 978-0131201156 | Edition: 1st

Why are brands important? What do they mean to consumers? How can they be built? What are they worth? What should be done to manage them properly? In Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Kevin Lane Keller sets out to answer these and other questions by presenting the most comprehensive and detailed study of brands and brand equity to date. In his book, Keller provides unique insights into the strategies of a host of leading brands and what they are doing right and wrong. He also introduces a unique model to help anyone interested in building a strong brand or managing a mature or growing brand.

Strategic Brand Management: Building, Measuring, and Managing Brand Equity describes how Procter & Gamble has boldly innovated their marketing programs, how Benetton has mismanaged their brand equity, how American Express has attempted to revitalize their brand, and how the Body Shop built a strong brand without advertising. The book also includes 5 in-depth case studies as to how to Levi-Strauss created their Dockers sub-brand, how Intel branded an ingredient, how the California Milk Processor Board branded a commodity (with "Got Milk"), how Beiersdorf manages their Nivea brand portfolio, and how Nike has built a global brand. The book also contains over 75 branding briefs that provide glimpses into the performance of leading brands such as Coca-Cola, IBM, Marlboro, General Motors, DuPont, Sears, Gillette, Kodak, Miller Brewing, Virgin, Microsoft, and the Gap, among others.

In this book, Keller develops a unique model of customer-based brand equity to provide marketers with a means to understand and interpret the potential effects of various brand strategies and tactics and assess the value of any type of brand. Keller shows how the power of a brand lies in the minds of consumers and what they have experienced and learned about the brand over time. By developing appropriate concepts, theories, and other tools, Keller's text helps marketers improve the long-term profitability of their brand strategies. Incorporating the latest thinking and developments from both academia and industry, Keller combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions. Finely-focused on "how-to" and "why" the book contains specific tactical guidelines for building, measuring, and managing brand equity which marketers can follow to begin developing strong, successful brands.

Throughout the book, Keller offers fresh, perceptive insights into a number of important marketing topics. He outlines the three main ways to build brand equity; describes a new way of thinking about integrated marketing communications and how it affects brand equity; considers different approaches to measure brand equity and provides guidelines on how to develop a brand equity measurement system within organizations; explains how to design and implement brand strategies and when to use brand extensions; and shows how to adjust branding strategies over time and geographic boundaries to maximize brand equity.

Editorial Reviews

Review

"Keller's book is a rare success at combining practical advice and real substance. Further, there are a host of examples and five comprehensive case studies that provide a wealth of insight about brands and brand building. An excellent contribution." — David Aaker, Professor of Marketing Strategy, University of California at Berkeley, Author of Building Strong Brands

"After reading Strategic Brand Management, my `associations' with the Kevin Keller brand of marketing thinking: strong, favorable, and unique! But not unexpected. I've worked with Professor Keller for a decade or more, and our shared belief in the critical role of the brand in successful marketing strategies is beautifully played out in this brilliant text." — Steve Goldstein, Vice President of Marketing and Research, Levi's Brand U.S.A.

"Branding is in the midst of a renaissance, and Kevin Keller's Strategic Brand Management can be recommended as the reference source to all those concerned with building and managing brands. This is an exceptionally comprehensive treatment of the subject, full of valuable analytic and rich insights." — Al Silk, Professor Emeritus, Harvard Business School

"Keller understands that building a brand is both an art and a science. It's the strategic mix of focus and risk that gives a brand its meaning in people's lives." — Liz Dolan, Vice President of Marketing Communication, Nike, Inc.

"Building a brand calls for more than building a brand image. The savvy company must build a continuous positive brand experience for its target customers, what others have called moments of truth. Kevin Keller should be congratulated for providing the latest and most comprehensive thinking that we have about the art and science of brand building." — Philip Kotler, S.C. Johnson Distinguished Professor of International Marketing, Kellogg Graduate School of Management, Northwestern University

"The successful care and feeding of a brand is an amazingly complex topic. Keller's book does a superb job of examining the many factors that , need to be considered. The chapters on measuring brand equity will be of special interest to marketing practitioners." — Dennis Carter, Vice President, Sales and Marketing, Intel Corporation

"Kevin Keller gets branding! Once again, he provides an up-to-the-minute, comprehensive yet accessible guide to the cluttered world of branding. Strategic Brand Management, Second Edition, covers where branding has been and importantly where it's heading in the future." — Allen Adamson, Managing Director, Landor Associates

"Kevin Keller has become one of the world's most astute observers of brand dynamics. His experiences as consultant to some of the world's greatest brands, and as professor for several of the best business schools, have established a deep reservoir of insights. This book brings to surface the most relevant case studies for our time." — Scott Bedbury, CEO of Brandstream, author of A New Brand World

"Strategic Brand Management, Second Edition, translates the complex science of branding into a practical manual of how to define, use, and promote brands. Kevin Keller's branding insights provide structure and definition to an area that, until recently, was ruled by emotion and opinion." — Joanne Bischmann, Vice President of Marketing, Harley-Davidson Motor Company

"Keller understands that to successfully build a brand, you must reach consumers on their terms. In other words the consumer is boss. Strategic Brand Management, Second Edition, offers compelling case studies and best practices that bring this to life." — Jim Stengel, Global Marketing Officer, Procter & Gamble

"Kevin Keller provides masterful insights into total branding . . . from the finesse of brand building to the financial impact of success." — Michael Dolan

"In an ever fragmenting media world where connecting with consumers with the same or less marketing resources is the norm, Keller's practical approach to constructing integrated marketing communication plans will help marketers squeeze every ounce of value from their advertising budgets." — Jan Valentic

--This text refers to an out of print or unavailable edition of this title.

From the Back Cover

Finely-focused on the “how-to” and “why” throughout, it provides specific tactical guidelines for planning, building, measuring, and managing brand equity. Considers why brands are important, what they represent to consumers, and what should be done by firms to manage them properly. This book addresses three important questions: How can brand equity be created?; How can brand equity be measured?; and How can brand equity be used to expand business opportunities?

See all Editorial Reviews

Product Details

• Hardcover: 784 pages
• Publisher: Prentice Hall; 1st edition (November 10, 1997)
• Language: English
• ISBN-10: 0131201158
• ISBN-13: 978-0131201156
• Product Dimensions: 9.4 x 6.9 x 1.3 inches
• Shipping Weight: 1.4 pounds
• Average Customer Review: 4.7 out of 5 stars  See all reviews (12 customer reviews)
• Amazon Best Sellers Rank: #1,263,974 in Books (See Top 100 in Books)

Most Helpful Customer Reviews

97 of 115 people found the following review helpful

1.0 out of 5 stars 1950's Marketing Explained October 10, 2001

By A Customer

Format:Hardcover

Strategic Brand Management name is a paradox. Very little or useful competitive strategy is ever explained in the 600 plus pages of purely 1950's Eisenhower era mass marketing and mass media driven brand planning tactics. It's mostly tactics. Written by an academic who never worked his way up in brand management, the book sorely needs to be updated to the realities of modern marketing (e.g. the internet). Missing topics include competitve market analysis section, positioning, targeting, bonding, building communities, internet marketing. In fact, the entire book boils down one theme according to Kevin, "you can build brands with strong, favorable and unique brand associations." That's mentioned hundreds of times in 600 pages. Take it from the students, don't rely on Strategic Brand Management as your definitive source for understanding the strategic power of brand building. A few of his chapters are usable (e.g. brand awareness). My recommendation is to collect a hodgepodge of other titles such as Competitive Marketing Strategy by John Czepiel, The Handbook of Brand Management by David Arnold, Brand Asset Management by Scott Davis, Emotional Bonding by Marc Gobe and books by David Aaker (one of his is enough though as they just repeat). I look forward to Kevin's new edition.

17 of 17 people found the following review helpful

5.0 out of 5 stars Well Updated with Lot of Cases and Interesting Stuff November 15, 2002

By A Customer

Format:Hardcover

This book is great! I read the 1st edition, but that was a bit too academic. This time academic too, but less technical.

Cases on a number of world-class brands are already worth the dollars. That include Amazon.com, Nike, Virgin, Microsoft, IBM, and plenty of them.

This book is even more comprehensive than Branding Gurus David Aaker's Branding books. But I must admit that this book touches upon too little on e-branding, and its impact on online "brand consumption". Besides, Keller's branding paradigm needs to be updated. He got to invent his own new theory rather than drawing too much upon others' branding theories which makes this book both the Branding Bible (like Kotler's Marketing textbook for MBAs), and a thick book report.

On the whole, this book is great, it won't waste your hard-earned dollars, and Keller's diligent researcher attitude must be honoured and respected, by all means.

Great work, Keller, keep it up!

8 of 8 people found the following review helpful

5.0 out of 5 stars The best book on branding! February 26, 1998

By A Customer

Format:Hardcover

I think that Keller's Strategic Brand Management is the best book on branding available. Instead of simply listing success stories or compiling lists of do's and don'ts, this book offers a comprehensive framework for understanding why brands matter, how to measure their equity and how to build strong brands.

What I especially liked about this book is that it is structured around a powerful framework called customer-based brand equity which basically says that brand equity lies in the mind of the consumer and that brands are powerful only to the extent that they serve some function for the consumer (like signalling product quality or simplifying choice). There are then great examples of how marketers can build brand awareness and favorable associations to create brand equity.

Overall, I highly recommend this book to anybody working in marketing or simply interested in brands.