CHAPTER 5:
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DESIGNING
MARKETING
PROGRAMS TO
BUILD BRAND
EQUITY
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Learning Objectives
• Identify some of the new perspectives and developments
in marketing.
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• Describe how marketers enhance product experience.
• Explain the rationale for value pricing.
• List some of the direct and indirect channel options.
• Summarize the reasons for the growth in private labels.
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
New Perspectives on Marketing
As firms are dealing with enormous shifts in their external
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marketing environments:
• The marketing strategies and tactics have changed
dramatically.
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
New Approaches Embraced by
Marketers
• Rapid technological developments
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• Greater customer empowerment
• Fragmentation of traditional media
• Growth of interactive and mobile marketing options
• Channel transformation and disintermediation
• Increased competition and industry convergence
• Globalization and growth of developing markets
• Heightened environmental, community, and social concerns
• Severe economic recession
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Figure 5.1: The New Capabilities of the
New Economy
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Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Integrating Marketing
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Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Personalizing Marketing
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Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Figure 5.2: Brand Experience Scale
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Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Relationship Marketing
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Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Reconciling the Different Marketing
Approaches
Mass customization and one-to-one and permission marketing
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are:
• Potentially effective means of getting consumers more
actively engaged with a brand.
According to customer-based brand equity (CBBE) model:
• Different approaches emphasize different aspects of brand
equity.
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Reconciling the Different
Marketing Approaches
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• The four approaches can build stronger consumer–brand
bonds.
• Firms must still devise product, pricing, and distribution
strategies as part of their marketing programs.
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
To Sum Up..
Implication of the new approaches:
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• The traditional “marketing mix” concept and the notion of
the “4 Ps” of marketing may not fully describe modern
marketing programs.
• Firms must still devise product, pricing, and distribution
strategies as part of their marketing programs.
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Product Strategy
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Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Aftermarketing
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Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
To Sum Up..
The product is at the heart of brand equity.
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Product strategy entails choosing:
• Tangible and intangible benefits the product will embody.
• Marketing activities that consumers desire and the
marketing program can deliver.
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Pricing Strategy
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Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Setting Prices to Build Brand Equity
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Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Figure 5.3: Price Tiers in the Ice
Cream Market
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Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Channel Strategy
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Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Figure 5.5: Services Provided by
Channel Members
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Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
To Sum Up..
Copyright © 2015 Pearson India Education Services Pvt. Ltd.
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Copyright © 2015 Pearson India Education Services Pvt. Ltd.
Thank you.
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e
By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob