It sounds simple: an increase your brand equity, and also watch profits soar. But many suppliers stumble in do the efforts to manage their brands’ performance.

Consider Levi-Strauss. In the mid-1990s, it introduced a brand-equity measurement system that said the very nice of the flagship 501 blue jeans was slipping. But its solution to that data to be flawed: the firm took too long, and spent also little, to mount a marketing project that would regain its brand equity. Worse, Levi-Strauss’s proclaiming messages to its target youth industry missed their mark. Its industry share shriveled.

To strengthen your brand, Keller suggests using a brand report card—a device showing just how your brand stacks up on the 10 traits mutual by the world’s the strongest brands. For example, how well does her brand supply benefits consumers truly desire? just how strongly have actually you positioned it versus rivals? How continual are your marketing messages about your brand?

Use the brand report card, and also you determine the actions necessary to maximize her brand equity. Your reward? Customers’ enduring devotion—and the profits that come v it.

The Idea in exercise

Grade her Brand

Keller recommends assessing her brand on the adhering to attributes:


*
her brand…#Which means…#Example1. Delivers services customers desire.#It create an engaging customer experience.#Starbucks delivers the romance and also sense of neighborhood defining Italian coffee bars and also appeals to all senses—not simply taste.2. Continues to be relevant.#Elements the the brand, such as the kind of human who provides the brand, space modified come fit the times.#In marketing that razor blades, Gillette tweaks photos of men at work and play to reflect modern trends.3. Is priced based on consumers’ perceptions of the brand’s value.#The nature the the product—for example, premium versus family staple—should influence price.#Through “everyday short pricing,” Procter & gamble aligned its prices with consumer perceptions the its products as family staples.4. Is properly positioned.#It clearly communicates its similarities to and also differences from contending brands.#Visa brand its cards “Gold” and also “Platinum” to equate its standing with American to express cards. Yet it additionally showcases its cards’ superiority through ads featuring preferable locations the don’t accept American Express.5. Is consistent.#Marketing communications don’t send conflict messages end time.#Michelob’s industry share shriveled end an 18-year period characterized by inconsistent advertising around when customers should drink your beer.6. Fits sensibly right into your brand portfolio.#Brands job-related logically together.#Clothing retailer void Inc.’s Old navy brand targets the broad mass market, the gap brand covers an easy style-and-quality terrain, and also the Banana Republic brand anchors the luxury market.7. Has an incorporated marketing strategy.#All marketing activities and networks communicate the very same messages about the brand, solidifying the brand’s identity.#Coca-Cola’s logo, promotions, that company sponsorship, and also interactive web site every reinforce the company’s crucial values, such as “originality” and also “classic refreshment.”8. Has meanings that managers understand.#Managers recognize consumers’ different perceptions of the brand.#Gillette protects the brand identity for its timeless manual razors by marketing its electrical razors under the separate Braun name.9. Receives sustained support.#Companies consistently invest in building and maintaining brand awareness.#A consumer products agency continues the advertising and marketing initiatives even after structure a positive photo in consumers’ minds.10. Is constantly monitored.#Companies use a officially brand-equity-management system.#After Disney’s brand audit revealed that consumers resented too much exposure of the Disney characters, the agency decided not to co-brand a mutual fund.

Building and also properly regulating brand equity has end up being a priority for providers of all sizes, in all types of industries, in all varieties of markets. After all, from strong brand equity circulation customer loyalty and profits. The rewards of having a solid brand are clear.

You are watching: Brand __________ refers to the linking of a brand to other favorable images, such as a celebrity.

The problem is, few managers room able to step earlier and assess their brand’s details strengths and weaknesses objectively. Most have actually a good sense that one or two areas in which your brand may excel or might need help. Yet if pressed, numerous (understandably) would discover it challenging even to identify all of the components they have to be considering. When you’re immersed in the day-to-day management of a brand, the not basic to keep in perspective every the parts that influence the whole.

In this article, I’ll determine the ten characteristics that the world’s the strongest brands share and construct a brand report card—a systematic method for managers to think about how come grade their brand’s performance for each of those characteristics. The report card can aid you identify areas that require improvement, recognize locations in which her brand is strong, and also learn much more about how your specific brand is configured. Constructing similar report cards for your rivals can offer you a clearer snapshot of their strengths and weaknesses. One caveat: identifying weak point out for your brand doesn’t necessarily median identifying locations that need more attention. Decision that could seem straightforward—“We can not use paid much attention come innovation: let’s direct an ext resources towards R&D”—can periodically prove to be serious mistakes if castle undermine another characteristic the customers worth more.

The height Ten Traits

The world’s the strongest brands share these ten attributes:

1. The brand excels at transporting the services customers truly desire.

Why perform customers really buy a product? Not since the product is a arsenal of characteristics but since those attributes, in addition to the brand’s image, the service, and many other tangible and intangible factors, produce an attractive whole. In some cases, the entirety isn’t also something the customers recognize or can say castle want.

Consider Starbucks. That not just a cup that coffee. In 1983, Starbucks was a tiny Seattle-area coffee retailer. Then while on holidays in Italy, Howard Schultz, currently Starbucks chairman, was inspired by the romance and the sense of neighborhood he feel in Italian coffee bars and coffee houses. The society grabbed him, and he observed an opportunity.

“It appeared so obvious,” Schultz states in the 1997 book he wrote with Dori Jones Yang, Pour your Heart right into It. “Starbucks sold an excellent coffee beans, yet we didn’t offer coffee through the cup. We treated coffee together produce, other to be bagged and sent home with the groceries. We stayed one huge step away from the heart and soul the what coffee has actually meant transparent centuries.”

And for this reason Starbucks began to focus its initiatives on building a coffee bar culture, opening coffee houses like those in Italy. Simply as important, the company maintained manage over the coffee from begin to finish—from the choice and procurement the the beans to your roasting and blending to their ultimate consumption. The too much vertical integration has actually paid off. Starbucks places thus much have successfully yielded superior services to customers by appealing to all five senses—through the enticing aroma of the beans, the rich taste of the coffee, the product displays and attractive artwork adorning the walls, the modern-day music playing in the background, and even the cozy, clean feeling of the tables and chairs. The company’s startling success is evident: The mean Starbucks customer access time a save 18 times a month and also spends $3.50 a visit. The this firm sales and profits have actually each grown much more than 50% every year through lot of the 1990s.

2. The brand stays relevant.

In strong brands, brand same is bound both come the actual high quality of the product or service and to miscellaneous intangible factors. Those intangibles encompass “user imagery” (the form of human who supplies the brand); “usage imagery” (the form of situations in which the brand is used); the form of personality the brand portrays (sincere, exciting, competent, rugged); the feeling that the brand tries to elicit in customers (purposeful, warm); and the form of relationship it looks for to develop with its client (committed, casual, seasonal). Without shedding sight the their main point strengths, the the strongest brands stay on the top edge in the product arena and tweak your intangibles come fit the times.

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Gillette, for example, pours numerous dollars right into R&D come ensure the its razor chisels are together technologically advanced as possible, calling fist to major advances with subbrands (Trac II, Atra, Sensor, Mach3) and also signaling minor renovations with modification (AtraPlus, SensorExcel). In ~ the very same time, Gillette has created a consistent, intangible feeling of product superiority through its long-running ads, “The ideal a man can be,” which are tweaked through images of guys at work and also at play that have evolved over time come reflect modern trends.