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Strategic Brand Management Process

  • Kevin Lane KellerEmail author
  • Tim Oliver Brexendorf
Chapter
Part of the Springer Reference Wirtschaft book series (SRW)

Abstract

Brands with a strong equity are no accident – they are a result of thoughtful and imaginative planning and a strategic brand management process. Firms launching a new product need to carefully and creatively craft brand strategies and tactics to maximize the probability of success. This article concentrates on four steps that brand marketers must take in branding: 1) Identifying and establishing brand positioning and values, 2) Planning and implementing brand marketing programs, 3) Measuring and interpreting brand performance, and 4) Growing and sustaining brand equity. For each step, we highlight core concepts, illustrative examples, and practical guidelines. Accomplishing the four steps helps to ensure that a brand strategy is put into place that maximizes the potential value of the new product or service.

Keywords

Strategic brand management Brand planning Brand management process Brand strategy Branding 

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Copyright information

© Springer Fachmedien Wiesbaden GmbH, ein Teil von Springer Nature 2019

Authors and Affiliations

  1. 1.Marketing, Tuck School of Business at DartmouthHanoverUSA
  2. 2.Henkel Center for Consumer Goods (HCCG)WHU – Otto Beisheim School of ManagementVallendarDeutschland

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