This paper provides suggestions on how to become one of the 100 Best Global Brands. The structure of the analysis and argumentation is based on Keller’s Brand Resonance Model and the Brand Value Chain. Notions from Keller’s dimensions of brand knowledge (1993), Kapferer’s Brand Identity Prism (2012) and Aaker’s conceptualisation of strong brands (1996) buttress the argumentation.
The branding consultancy Interbrand produces a yearly ranking of the 100 Best Global Brands. To
be considered, “a brand must be truly global, having successfully transcended geographic and
cultural boundaries. It will have expanded across the established economic centers of the world and have entered the major markets of the future.” (Interbrand, 2016).
Interbrand’s valuations have three key components: an analysis of the financial performance of the
branded products or services (Financial Return), of the role the brand plays in purchase decisions
(Role of Brand), and of the brand’s ability to create loyalty and, therefore, sustainable demand and
profit (Brand Strength).
Table of Contents
- Introduction
- Brand Salience
- Brand Performance
- Brand Imagery
- Brand Judgements
- Brand Feelings
- Brand Resonance
- Brand Value Chain
- Conclusion
- Establish a strong brand building culture
- Build a holistic brand identity
- Harness new opportunities to connect with customers
- Retain the brand core while staying relevant
- Clarity of strategy and brand vision
- Balance local and global elements in the brand program
Objectives and Key Themes
This paper aims to provide suggestions on how to build a brand to become one of Interbrand's 100 Best Global Brands. The analysis utilizes Keller's Brand Resonance Model and Brand Value Chain, incorporating concepts from Keller's dimensions of brand knowledge, Kapferer's Brand Identity Prism, and Aaker's conceptualization of strong brands. The objective is to present a strategic framework for achieving global brand success.
- Building Brand Awareness and Salience
- The Role of Brand Performance and Financial Return
- Leveraging Brand Imagery and Resonance
- Creating a Strong and Sustainable Brand Identity
- The Importance of Global Brand Strategy
Chapter Summaries
Introduction: This introductory chapter sets the stage by referencing Interbrand's ranking of the 100 Best Global Brands and its key valuation components: financial performance, brand role in purchase decisions, and brand strength in creating loyalty. It introduces Keller's Brand Resonance Model (2013) and the Brand Value Chain (Keller and Lehmann, 2003) as the frameworks for the analysis. The chapter emphasizes the consumer perspective on brand equity, highlighting the importance of favorable, strong, and unique brand associations in creating differential consumer responses. The importance of brand awareness and brand image within Keller's associative memory model of brand knowledge is also stressed.
Brand Salience: This chapter focuses on the critical importance of brand salience in achieving brand awareness and recall. It discusses how limited consumer consideration sets necessitate strong brand presence in consumers' minds. The chapter distinguishes between depth of brand awareness (likelihood of brand recall) and breadth of awareness (range of usage situations where the brand is considered), arguing that both contribute to increased Role of Brand and Financial Return. The chapter uses examples such as Nestlé and Nissan to illustrate successful strategies in building brand awareness through resource allocation and innovative communication channels.
Keywords
Global Branding, Brand Equity, Brand Resonance, Brand Salience, Brand Performance, Brand Imagery, Brand Judgements, Brand Feelings, Brand Value Chain, Consumer Behavior, Brand Awareness, Brand Recall, Interbrand, Keller's Brand Resonance Model.
Frequently Asked Questions: Comprehensive Language Preview
What is this document about?
This document is a comprehensive preview of a paper aiming to provide suggestions on how to build a brand to become one of Interbrand's 100 Best Global Brands. It uses Keller's Brand Resonance Model and Brand Value Chain, incorporating concepts from Keller's dimensions of brand knowledge, Kapferer's Brand Identity Prism, and Aaker's conceptualization of strong brands to present a strategic framework for achieving global brand success.
What are the key themes explored in this document?
Key themes include building brand awareness and salience, the role of brand performance and financial return, leveraging brand imagery and resonance, creating a strong and sustainable brand identity, and the importance of global brand strategy. The document also explores the different stages of Keller's Brand Resonance Model (Brand Salience, Brand Performance, Brand Imagery, Brand Judgements, Brand Feelings, Brand Resonance) and its connection to the Brand Value Chain.
What models and frameworks are used in the analysis?
The analysis primarily utilizes Keller's Brand Resonance Model (2013) and Brand Value Chain (Keller and Lehmann, 2003). It also incorporates concepts from Keller's dimensions of brand knowledge, Kapferer's Brand Identity Prism, and Aaker's conceptualization of strong brands.
What is the objective of this paper?
The objective is to present a strategic framework for achieving global brand success, providing actionable suggestions for building a brand to potentially rank among Interbrand's top 100 global brands.
What are the key chapters and their summaries?
The document includes an introduction outlining the Interbrand ranking criteria and introducing the analytical frameworks. The chapter on Brand Salience emphasizes the importance of brand awareness and recall, differentiating between depth and breadth of awareness. Subsequent chapters delve into Brand Performance, Brand Imagery, Brand Judgements, Brand Feelings, and Brand Resonance, culminating in a discussion of the Brand Value Chain and concluding suggestions for building a strong global brand. Each chapter uses examples and theoretical frameworks to support its arguments.
What are the key takeaways or suggestions for building a strong global brand?
The concluding section suggests establishing a strong brand-building culture, building a holistic brand identity, harnessing new opportunities to connect with customers, retaining the brand core while staying relevant, maintaining clarity of strategy and brand vision, and balancing local and global elements in the brand program.
What are the keywords associated with this document?
Global Branding, Brand Equity, Brand Resonance, Brand Salience, Brand Performance, Brand Imagery, Brand Judgements, Brand Feelings, Brand Value Chain, Consumer Behavior, Brand Awareness, Brand Recall, Interbrand, Keller's Brand Resonance Model.
What is the target audience for this document?
This document is intended for academic use, allowing for the analysis of themes in a structured and professional manner. The target audience likely includes researchers, students, and professionals interested in branding, marketing, and global business strategy.
- Quote paper
- Nicklas Westphal (Author), 2016, Global Branding. Suggestions to get into the Interbrand top 100 brands list, Munich, GRIN Verlag, https://www.grin.com/document/367960
