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
1 Establish a strong brand building culture
2 Build a holistic brand identity
3 Harness new opportunities to connect with customers
4 Retain the brand core while staying relevant
5 Clarity of strategy and brand vision
6 Balance local and global elements in the brand program
Research Objectives and Core Themes
This paper examines the strategic requirements for achieving status as one of the 100 Best Global Brands, utilizing the Brand Resonance Model and the Brand Value Chain to analyze how firms can build enduring customer-based brand equity.
- Application of the Brand Resonance Model for building consumer-brand relationships.
- Strategic importance of brand salience and performance in foreign market entry.
- The role of brand imagery and personality in driving self-expressive benefits.
- Integration of technological innovations to enhance personal customer engagement.
- Balancing local market adaptations with a consistent global brand identity.
Excerpt from the Book
Brand Imagery
An important part of imagery is brand personality. A brand personality can provoke imagery associations that are points-of-difference (Keller, 2013). Often, these determine consumers’ purchase decision (ibid) because consumers believe that they cannot find these with a competitive brand (Barwise and Meehan, 2004). Brand associations have to be congruent to create a cohesive brand image and avoid consumer confusion (Heckler et al., 1992).
Harley Davidson(#79) has built a strong, cohesive brand personality which elicits imagery associations that work as points-of-difference. The famous user imagery of bikers with heavy beards, cowboy boots and leather cloths, the country of origin, and the advertisements contribute to the brand personality of macho, American Wild West heroes (Aaker, 1996). Visual imagery of a bike alone on the open road expresses rugged individuality and freedom (ibid). Li and Wyer (1994) suggested different ways in which the country of origin could affect consumer evaluations. For Harley Davidson, it primarily works as a product attribute whose implications combine with other attributes.
Brands should enhance and leverage their personality to allow consumers to identify with it or to project themselves into it (Kapferer, 2012). This will make the brand relevant to consumers, form the basis of a strong relationship, thereby contributing to Role of Brand and Brand Strength.
Chapter Summaries
Introduction: Provides the theoretical grounding for the paper by introducing the 100 Best Global Brands ranking and defining the analytical framework based on Keller’s models.
Brand Salience: Analyzes the foundational step of building brand awareness and associations to ensure a brand is considered by consumers during the purchase decision process.
Brand Performance: Examines how meeting functional needs and maintaining high perceived quality are essential prerequisites for success, particularly when entering global markets.
Brand Imagery: Explores the construction of brand personality and user imagery as drivers of differentiation and consumer self-expression.
Brand Judgements: Discusses the dimensions of credibility, perceived quality, and the influence of innovative corporate image on consumer evaluation.
Brand Feelings: Addresses the emotional responses of consumers to a brand, highlighting the importance of combining functional and emotional benefits.
Brand Resonance: Focuses on the intensity of the psychological bond between the consumer and the brand and the resulting customer loyalty.
Brand Value Chain: Outlines the process by which marketing activities build brand knowledge and translate it into marketplace value and profitability.
Conclusion: Summarizes six strategic recommendations for firms seeking to transition into the top tier of global branding.
Keywords
Brand Equity, Brand Resonance, Brand Value Chain, Global Branding, Customer-Based Brand Equity, Brand Salience, Brand Performance, Brand Imagery, Brand Personality, Consumer Loyalty, Marketing Strategy, Brand Knowledge, Perceived Quality, Brand Identity, Strategic Management
Frequently Asked Questions
What is the primary focus of this research?
The paper explores the strategic management practices necessary to build and sustain a brand that qualifies for the 100 Best Global Brands ranking.
What are the core thematic pillars of the work?
The core themes include the implementation of brand building blocks, the creation of a holistic brand identity, balancing global and local branding strategies, and leveraging technology to enhance consumer engagement.
What is the primary research goal?
The objective is to provide actionable suggestions for organizations to enhance their brand equity and market position by utilizing established theoretical models like the Brand Resonance Model and the Brand Value Chain.
Which theoretical frameworks are applied in the analysis?
The study primarily utilizes Kevin Lane Keller’s Brand Resonance Model and the Brand Value Chain, supported by insights from Kapferer’s Brand Identity Prism and Aaker’s conceptualization of strong brands.
What is covered in the main body of the text?
The main body breaks down the individual building blocks of brand equity—salience, performance, imagery, judgements, feelings, and resonance—and explains their relationship to financial performance.
Which keywords best characterize this publication?
Key terms include Brand Equity, Global Branding, Brand Resonance, Consumer Loyalty, and Strategic Brand Management.
How does the author describe the importance of Brand Imagery?
The author emphasizes that brand personality serves as a significant point-of-difference that allows consumers to identify with or project their self-concept onto the brand, thereby strengthening the consumer-brand bond.
What role do technological partnerships play in modern branding?
According to the analysis, technological partnerships enable brands to remain relevant to the digital generation and provide unique, personalized experiences that deepen the relationship with the consumer.
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- Nicklas Westphal (Autor:in), 2016, Global Branding. Suggestions to get into the Interbrand top 100 brands list, München, GRIN Verlag, https://www.grin.com/document/367960
