essentially only one brand in each category with positive customer-based brand
equity. In order for the marketer to make the most relevant brand strategy, it is
worth while thinking about which competitors are the real threat and then
conducting the comparative analyses and formulating the brand strategy in
relation to them.
An emphasis on strategy
In 1993, when the idea of customer-based brand equity was first put forward, it
was often difficult to distinguish between brand research and ad research. The idea
of brand management being a central area of interest in corporations seemed years
away. We have mentioned earlier that the publication of customer-based brand
equity was extremely important in itself, and that it also had some valuable side
effects, such as shedding light on the topic of brand equity and brand image.
Furthermore, it lifted the brand to being a strategic priority and something else and
more than advertising. In the 1993 article Keller outlines specific managerial
guidelines. The guidelines are explained in box 6.7 and their implications are that
the brand should be managed in a continuous process, on a strategic level, and
should be conceived as much more than advertising.
Box 6.7 Six managerial guidelines- Adopt a broad view of marketing decisions.Think in broad terms when
you consider the many marketing actions and the many aspects of
brand knowledge that can be activated and that could influence sales - Define the desired knowledge structures.The marketer should be razor-
sharp when making a plan for which knowledge structures will be most
important to customers, and thus will build the stronger brand. Looking
at the filled-out association map, which parts of the knowledge
structure need the most attention? - Evaluate alternative tactical options regarding communication
channels.Consider the whole spectrum of potential consumer touch
points and activate them systematically so that they add to the
congruence and consistency of the chosen brand identity. - Take a long-term view of marketing decisions.Think ahead! Every
marketing action influences future marketing actions and, as the
consumer is supposed to have a very long memory, every action may
influence brand associations for a very long time. - Employ tracking studies over time. As all marketing actions are seen as
a long chain of interrelated events influencing the brand, tracking
studies should be applied on a continuous basis. Here, gaps between the
intended and the real brand knowledge can be detected and marketing
actions can be adjusted.
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