Brand Leadership PDF
Preview Brand Leadership
BRAND LEADERSHIP THE EVOLVING PARADIG CLASSIC BRAND BRAND MANAGEMENT LEADERSHIP MODEL MODEL FROM TACTICAL TO STRATEGIC MANAGEMENT — ^ ~~[ PERSPECTIVE Tactical and reactive"^ ^ Strategic and visionary^ ) BRAND MANAGER STATUS Less experienced, Higherinthe organization, shortertime horizon longertime horizon 3-K_ CONCEPTUALMODEL \ ( Brand image Brand equity ) ^m^^ FOCUS |- ( Short-term financials Brand equity measures ) FROM A LIMITED TO BROAD FOCUS K Single products Multiple products PRODUCT-MARKETSCOPE and markets and markets Complex brand BRAND STRUCTURES Simple architectures J NUMBEROFBRANDS Focus on single Category focus- brands multiple brands H^ COUNTRY SCOPE ~| (" Single country ^ ( Global perspective ) BRAND MANAGER'S Coordinatorof J^^^f Team leaderof multiple COMMUNICATIONS ROLE limited optionnss communication option I| — COMMUNICATIONFOCUS | ( External/customer ^"^( lnt^"nalaswel1asexternal^ FROM SALES TO BRAND IDENTITY AS DRIVER OF STRATEGY DRIVER OFSTRATEGY |—( Sales and share Brand identity KIRSTEIN BUSINESS BRANCH Organizational Structure and Processes BrandArchitecture Brands/subbrands/endorsed • Responsibilityforbrand brands strategy • Management processes Rolesof brands/subbrands Brand Leadership Brand-Building Programs • Accessing multiple media Brand Identity/Position • Achieving brilliance • Aspirational image • Integratingthecommunication • Positioningthe brand • Measuringthe results Digitized by the Internet Archive 2014 in https://archive.org/details/brandleadershipOOaake Brand Leadership David A. Aaker Erich Joachimsthaler THE FREE PRESS FREE PRESS III I \ I)i\ision ol'Simon & Schuster, Inc. 12;>0 \\cniieoftheAmericas \ru York, NY 10020 (\ip\right©2000by DavidA.Aakerand ErichJoachimsthaler All rights reserved,includingtherightofreproductioninwholeorinpartinanyform. Tin FREE PressandcolophonaretrademarksofSimon&SchusterInc. ManufacturedintheUnited StatesofAmerica 10 9 8 7 6 5 4 LibraryofCongressCataloging-in-Publication Dataisavailable. ISBN 0-684-83924-5 PERMISSIONS The authors gratefully acknowledge permission from the followingsources to reprint material intheircontrol: adidas DFB-adidasCupstreetballchallengephotograph. AndersenConsultingforuseofthesharkadvertisement. BritvicSoftDrinksfortheTangoadvertisement.Copyright© BritvicSoftDrinks 1999. FlowTexTechnologieGmbH &Co. KGforreproducingtextandvisualsfromtheFlowTexcol- lateralmaterial. GeneralElectricfortheuseoftheGE logo. Haagen-DazsfortheHaagan-DazsCafestorefrontphotograph. Kimberly-Clarkforthe K-C WorldWide Web site page entitled "Girlthing"withaccompany- ingtext. © 1996-1999Kimberly-Clark. LeoBurnettLondonforpermissiontoreproducephotographsfromtheMcDonald'sinSweden advertisement. L.L. BeanfortheL.L. Bean 1999cataloguecover. MaggiGmbH for 100Years MaggiLiquidSeasoningsadvertisment. Marriott for the use ofCourtyard by Marriott, Fairfield Inn by Marriott, Marriott Residence Inns,andMarriottHotels • Resorts • Suiteslogos. MasterCardfortheMasterCardandWorldChampionshipSocceradvertisement. MaxfliGolf,adivisionofDunlop-Slazenger,fortwoMaxfligolfballpackagingphotographs. McDonald'sand McDonald'sSwedenfortheuseoftheMcDonald's Swedishadcampaign. Nike for the use ofthe "McEnroe's favorite 4-letter word" phrase, the "]ust do it" advertise- ment,andphotographsoftheNike-paintedbuildingandtheNikeTownstorefront. PoloRalph LaurenCorporationfortheuseofthePoloRalphLaurenlogos. Procter&Gamble forthe 1930s Camayadvertisementandthe McElroymemo, andcopyright permissionforthePantenePro-Vadvertisement. TheAdvertisingArchivesforpermissiontousethePantenePro-Vadvertisement Virgin ManagementLtd.fortheRichardBransonphotograph. CONTENTS Preface ix Part Introduction I: 1 — 1. Brand Leadership The New Imperative 3 — Brand Management The Classic Model 3 — Brand Leadership The New Imperative 7 Brand Building Pays Off 14 Brand LeadershipTasks 25 The Plan ofThis Book 28 Part II: Brand Identity 31 — 2. Brand Identity The Cornerstone ofBrand Strategy 33 The StoryofVirgin AtlanticAirways 33 The Brand Identity Planning Model 40 — On Developinga Brand Identity System Avoiding Common Mistakes 50 3. Clarifying and Elaborating the Brand Identity 65 Defining Leadership 66 — Defining Brand Personality The L.L. Bean Story 68 Identity Elaboration Exercises 71 Identity-Supporting Program Audit 72 Identity Role Model Identification 76 Visual Metaphor Development 82 CONTENTS VI Brand Identity Prioritization 84 Presentingthe Elaborated Identity 89 The Brand Identity Revisited 93 Part III: Brand Architecture: Achieving Clarity, Synergy, and Leverage 95 4. The Brand Relationship Spectrum 97 The GE Appliance Story 97 The Marriott Story 100 — Designingthe Architecture Endorsers and subbrands 102 — Linking Brands The Brand Relationship Spectrum 104 A House of Brands 106 Endorsed Brands 110 subbrands 115 A Branded House 118 Selectingthe Right Position inthe Brand Relationship Spectrum 120 5. Brand Architecture 129 The Polo Ralph Lauren Story 129 MarketComplexity, Brand Confusion, and Brand Architecture 133 What Is BrandArchitecture? 134 Extendingthe Range ofa Brand 153 The BrandArchitecture Audit 156 Part IV: Building Brands: Beyond Advertising 163 — 6. Adidas and Nike Lessons in Building Brands 165 — Adidas The Growth Period 166 The Nike Story 169 Good Morning, Adidas 183 Creatinga Brand-Building Focus Aroundthe Adidas Brand Identity 186 The Lessons 194 — 7. Building Brands The Role ofSponsorship 197 The MasterCardWorld Cup Sponsorship Story 197
The list of books you might like
