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B R A N D P L A N N I N G : E - A RT I C L E KE V I N L A N E KE L L E R

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eARTICL

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BRAND PLANNING
by Kevin Lane Keller

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eARTICL

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BRAND PLANNING
by Kevin Lane Keller
E. B. Osborn Professor of Marketing Tuck School of Business Dartmouth College

A Shoulders of Giants publication info@SOGiants.com | www.SOGiants.com

Published by Shoulder of Giantsinfo@SOGiants.com All text © Shoulder of Giants 2009

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CONTENTS
This is a free eArticle based onthe eBook and video of Brand Planning. It offers key points from the full title – giving you the ability to learn something new about this business topic in just a few minutes while discovering how to get even more from the full length versions.

INTRODUCTION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 1. BRAND POSITIONING . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . 6 2. BRAND RESONANCE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 3. BRAND VALUE CHAIN . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 CONCLUSION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15

B R A N D P L A N N I N G : e A RT I C L E KE V I N L AN E KE L L E R

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INTRODUCTION
Great brands are no accidents. They are a result of thoughtful and imaginative planning. Anyone building or managing a brand must carefully develop and implement creative brand strategies. To aid in that planning, three tools or models are helpful. Like the famous Russian nesting “matrioshka” dolls, the three models are inter-connected and become larger andincreasing in scope: The first model is a component into the second model; the second model, in turn, is a component into the third model. Combined, the three models provide crucial micro and macro perspectives to successful brand building. Specifically, the three models are as follows, to be described in more detail below: 1. Brand positioning model describes how to establish competitive advantagesin the minds of customers in the marketplace; 2. Brand resonance model describes how to create intense, activity loyalty relationships with customers; and 3. Brand value chain model describes how to trace the value creation process to better understand the financial impact of marketing expenditures and investments. Collectively, these three models help marketers devise branding strategies andtactics to maximize profits and long-term brand equity and track their progress along the way.1

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This paper is based on a series of research articles written by the author and others, as summarized in Keller, Kevin Lane (2008), Strategic Brand Management, 3rd edition, Upper Saddle River, NJ: Prentice-Hall.

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1. BRAND POSITIONING
Positioning is the act of designing the company’s offering and image to occupy a distinctive place
in the minds of the target market. There are four key components to a superior competitive positioning: 1) a competitive frame of reference in terms of the target market and nature of competition; 2) the points-of-difference in terms of strong, favorable, and...