Abstract
A key aspect of managing brand equity is the proper brand strategy. Brand names of products typically do not consist of only one name but often consist of a combination of different brand names and other brand elements. A branding strategy for a firm identifies which brand elements a firm chooses to apply across the various products it sells. This paper describes two important tools to help design and implement branding strategies — brand hierarchies and brand portfolios. Combining these tools with customer, company, competitive considerations can help a marketing manager formulate the optimal branding strategy.
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1Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Amos Tuck School of Business at Dartmouth College. An academic pioneer in the study of integrated marketing communications and brand equity, Kevin has served as brand confidant to marketers for some of the world's most successful brands, including Disney, Ford, Intel, Levi Strauss, Nike, and Starbucks. His recently published book, ‘Strategic Brand Management: Building, Measuring, and Managing Brand Equity’, has been heralded as ‘a rare success at combining practical advice and real substance’ and ‘an exceptionally comprehensive treatment of the subject, full of valuable analytic and rich insights’. Keller's impressive academic resume includes award-winning research and an eight-year stint on the faculty at the Stanford Business School where he served as the head of the marketing group.
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Keller, K. Designing and implementing branding strategies. J Brand Manag 6, 315–332 (1999). https://doi.org/10.1057/bm.1999.22
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DOI: https://doi.org/10.1057/bm.1999.22