Abstract
With the realization that brands are one of the most valuable intangible assets that firms have, branding has emerged as a top management priority. Brands offer a number of benefits to both firms and consumers. Branding is all about creating differentiation in the minds of consumers and avoiding commoditization. A strong brand is a promise to consumers; marketing must be conducted with those positive expectations in mind. Brands must also be managed to remain strong over time. A good brand architecture strategy properly brands new products for optimal growth.
This entry was originally published on Palgrave Connect under ISBN 978-1-137-49190-9. The content has not been changed.
This is a preview of subscription content, log in via an institution to check access.
References
Aaker, D.A. 1991. Managing brand equity. New York: Free Press.
Aaker, D.A. 1996. Building strong brands. New York: Free Press.
Aaker, D.A. 2004. Brand portfolio strategy: Creating relevance, differentiation, energy, leverage, and clarity. New York: Free Press.
Aaker, D.A., and E. Joachimsthaler. 2000. Brand leadership. New York: Free Press.
Erdem, T. 1998. Brand equity as a signaling phenomenon. Journal of Consumer Psychology 7: 131–157.
Hoeffler, S., and K.L. Keller. 2003. The marketing advantages of strong brands. Journal of Brand Management 10: 421–445.
Kapferer, J.-N. 2008. The new strategic brand management, 4th ed. London: Kogan-Page.
Keller, K.L. 2001. Building customer-based brand equity: A blueprint for creating strong brands. Marketing Management, 15–19.
Keller, K.L. 2002. Branding and brand equity. In Handbook of marketing, ed. B. Weitz and R. Wensley. London: Sage Publications.
Keller, K.L. 2008. Strategic brand management: Building, measuring, and managing brand equity, 3rd ed. Upper Saddle River: Prentice Hall.
Keller, K.L. 2012. Brand strategy. In Marketing strategy handbook, ed. V. Shankar and G. Carpenter. Edward Elgar, forthcoming.
Keller, K.L., and D.A. Aaker. 1992. The effects of sequential introduction of brand extensions. Journal of Marketing Research 29: 35–50.
Keller, K.L., and D. Lehmann. 2006. Brands and branding: Research findings and future priorities. Marketing Science 25: 740–759.
Keller, K.L., and D. Lehmann. 2009. Assessing brand potential. In Brand value and valuation, Special Issue, Journal of Brand Management 17, ed. R. Raggio and R.P. Leone, 6–7.
Keller, K.L., B. Sternthal, and A. Tybout. 2002. Three questions you need to ask about your brand. Harvard Business Review 80: 80–89.
Levy, S.J. 1999. Brands, consumers, symbols, and research: Sydney J. Levy on marketing. Thousand Oaks: Sage Publications.
Loken, B., R. Ahluwalia, and M.J. Houston. 2010. Brands and brand management: Contemporary research perspectives. London: Psychology Press.
Völckner, F., and H. Sattler. 2006. Drivers of brand extension success. Journal of Marketing 70: 1–17.
Wernerfelt, B. 1988. Umbrella branding as a signal of new product quality: An example of signalling by posting a bond. RAND Journal of Economics 19: 458–466.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Copyright information
© 2016 The Author(s)
About this entry
Cite this entry
Keller, K.L. (2016). Brand. In: Augier, M., Teece, D. (eds) The Palgrave Encyclopedia of Strategic Management. Palgrave Macmillan, London. https://doi.org/10.1057/978-1-349-94848-2_711-1
Download citation
DOI: https://doi.org/10.1057/978-1-349-94848-2_711-1
Received:
Accepted:
Published:
Publisher Name: Palgrave Macmillan, London
Online ISBN: 978-1-349-94848-2
eBook Packages: Springer Reference Business and ManagementReference Module Humanities and Social SciencesReference Module Business, Economics and Social Sciences