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Strategic Brand Management Process

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Handbuch Markenführung

Part of the book series: Springer Reference Wirtschaft ((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.

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Author information

Authors and Affiliations

  1. Marketing, Tuck School of Business at Dartmouth, Hanover, NH, USA

    Kevin Lane Keller

  2. Henkel Center for Consumer Goods (HCCG), WHU – Otto Beisheim School of Management, Vallendar, Deutschland

    Tim Oliver Brexendorf

Authors
  1. Kevin Lane Keller
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  2. Tim Oliver Brexendorf
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Corresponding author

Correspondence to Kevin Lane Keller .

Editor information

Editors and Affiliations

  1. Institut für Marken- und Kommunikationsforschung, EBS Universität für Wirtschaft und Recht, Wiesbaden, Germany

    Franz-Rudolf Esch

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

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Keller, K.L., Brexendorf, T.O. (2019). Strategic Brand Management Process. In: Esch, FR. (eds) Handbuch Markenführung. Springer Reference Wirtschaft . Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-13342-9_8

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  • DOI: https://doi.org/10.1007/978-3-658-13342-9_8

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  • Publisher Name: Springer Gabler, Wiesbaden

  • Print ISBN: 978-3-658-13341-2

  • Online ISBN: 978-3-658-13342-9

  • eBook Packages: Business and Economics (German Language)

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