Harvard Business review

Brand report card

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

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Brand 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

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The brand stays relevant
Brand equity = Quality + Intangible factors Intangible factors : User imagery Brand personality Feeling Example : Gillette The best a man Can get

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Pricing is based on consumers perception of value
Example : P&G Too less EDLP

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The brand is properly positioned
Blend POP and POD Example: 1. Mercedes-Benz and Sony Product superiority Vs Service

2. Calvin- Klein and Hardly Davidson User imagery Vs Performance

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Brand is consistent
Continuity in marketing activities

Example: Michelbob
1970: where are you going, its 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

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The 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

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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

Atlanta museum

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The brands manager understand what brand means to consumer
Brand and its core association Example : Gillette Razors, blade- Gillette Electric razors- braun Oral care Oral B

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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

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The company monitors sources of brand equity
Brand inventory- How brand has been marketed Brand exploratory- what does or could brand mean to consumer Brand equity management system

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

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