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Date Submitted: 10/05/2015 12:07 PM
Branding
Shortcuts
18
x MM
September/October 2005
BY KEVIN LANE KELLER
Choosing the right brand elements
and leveraging secondary associations
will help marketers build brand equity.
T
oday’s challenging and unforgiving marketplace makes
brand building difficult. Fickle consumers, intense
competition, demanding retailers, constrained
resources, and impatient investors put unparalleled
pressure on marketers to skillfully design and execute their programs. As a result, marketers welcome any means toward helping
them build brand equity and value.
Marketers build strong brands by creating the right brand knowledge structures with target consumers. This ensures that consumers
are sufficiently aware of the brand and that they have strong, favorable, and unique associations with it. There are many associations
that marketers may link to the brand, such as thoughts, feelings,
perceptions, beliefs, images, attitudes, experiences, and behaviors.
And the right brand knowledge structures can result in an array of
benefits, including generous price premiums, intense and active
customer loyalty, significant cost savings, and numerous brand
extension and licensing opportunities.
This knowledge-structure building process depends on all brand
related contacts, whether marketer initiated or not. From a marketing management perspective, however, there are three main sets
of brand equity drivers.
MM September/October 2005
x 19
EXECUTIVE
Marketers must employ every possible tool to quickly and inexpensively create brand equity. They
briefing
should skillfully choose brand elements (names, Web URLs, logos, symbols, characters, slogans,
jingles, packaging, and signage) and leverage secondary associations, which link the brand to
people, places, or things with their own associations. This article outlines how these shortcut approaches work, as well as
some important considerations.
• The choices for the brand elements or identities. This
includes names, Web URLs, logos,...