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Summary Strategic brand management Keller
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Summary of 8 pages for the course Brand & Product Management at RuG (Chapter 1 t / m 13)
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Chapter 1A brand is a name, term, sign, symbol, or design intended to indentify the goods
and services of one seller or group of sellers and to differentiate them from those
of the competition. The industry prefers to refer to a brand as something that
created a certain amount of awareness, reputation, prominence in the
marketplace.
Five levels of meaning for a product:
Core benefit level: fundamental need of consumers
Generic product level: basic version of the product containing
attributes necessary for its functioning
Expected product level: attributes that buyers normally expect and
agree to when they purchase a product
Augmented product level: additional product attributes, benefits
Potential product level: all augmentations and transformations that a
product might undergo in the future.
Strategic brand management process:
Identifying and developing brand plans
Designing and implementing brand marketing programs
Measuring and interpreting brand performance
Growing and sustaining brand equity
Chapter 2
Customer-based brand equity: the power of a brand lies in what customers have
learned, felt, seen and heard about the brand as a result of their experiences over
time. Customer-based brand equity is the differential effect that brand
knowledge has on consumer response to the marketing of that brand.
Brand knowledge:
Brand awareness: strength of brand in memory, consumers’ ability to
identify brand
o Brand recognition: ability to confirm prior exposure to brand
when given brand as cue
o Brand recall: retrieve brand from memory when given the product
category
Brand image: perceptions about brand, reflected by brand associations
Brand positioning: distinct and valued place in the target customer’s minds.
Segmentation bases for toothpaste:
Sensory segment: flavour and product appearance
Sociables: seeking brightness of teeth
Worriers: seeking decay prevention
Independent segment: seeking low price
,Points-of-difference associations: attributes or benefits that consumers strongly
associate with a brand, and believe that they could not find to the same extent
with a competitive brand.
Points-of-parity associations:
Category points-of-parity: necessary conditions for brand choice, exist
minimally at the generic product level.
Competitive points-of-parity: associations designed to negate competitors
points-of-difference
Correlational points-of-parity: potentially negative associations that arise
from the existence of other, more positive associations of a brand.
Brand mantra: short three- to five-word phrase that captures the spirit of the
brand positioning.
Chapter 3
The four steps of brand building:
Ensure identification of the brand and association of the brand with a
specific product class, product benefit or customer need.
Firmly establish the totality of brand meaning in the minds of customers
by strategically linking a host of tangible and intangible brand
associations
Elicit the proper customer responses to the brand
Convert brand responses to create brand resonance and active loyalty
relationship between customers and the brand
Brand salience = measures various aspects of the awareness of the brand and
how easily and often the brand is evoked under various situations.
Brand performance = how well the product or service meets customers’ more
functional needs. Objective assessments of quality.
, Brand imagery = intangible aspects, extrinsic properties of the product or
service. (History, values, purchase and usage, user profiles)
Brand judgments = customers’ personal opinions about the brand (brand
quality/brand credibility)
Brand feelings = customers’ emotional responses and reactions to the brand.
What feelings are evoked by the brand.
Brand resonance = nature of the relationship that the customer has with the
brand
Behavioural loyalty = terms of repeat purchases
Altitudinal attachment = personal attachment
Sense of community = affiliation with other people associated with the
brand
Active engagement = willing to invest time, energy, resources in the brand
Brand value chain = structured approach assessing sources and outcomes of
brand equity.
Chapter 4
Six criteria for brand elements:
Memorable: easily recognized and easily recalled
Meaningful: descriptive (information about the product), persuasive
Likable: fun and interesting, rich visual, aesthetically pleasing
Transferable: within and across product categories, across geographic
boundaries and cultures
Adaptable: flexible, updatable
Protectable: legally, competitively
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