The brand report card

Most managers recognize the value in building and properly managing a brand . But few can objectively assess their brand's particular strengths and wea kness. Most have a good sense of one or two areas in which their brand may excel or may need help. But, if pressed, many would find it difficult even to identify all the factors they should be considering. To give managers a systematic way to think about their brands,ruck School p rofessor Kevin Lane Kelter lays out the ten characteristics that the strong est brands sharer He starts with the relationship of the brand to the custo mer: The strongest brands excel at delivering the benefits customers truly desire, he says. They stay relevant to customers over time. Pricing truly r eflects consumers' perceptions of value. Keller then moves on to consider marketing strategy and implementation: Str ong brands are properly positioned. The brand stays consistent. Subbrands r elate to one another in an orderly way within a portfolio of brands. A full range of marketing tools are employed to build brand equity. Finally, he looks at management considerations: Managers of strong brands u nderstand what the brand means to customers. The company gives the brand pr oper support and sustains it er the to over long term. And the com consiste ntly measures sources of brand equity. By grading a brand according to how well it addresses each dimension, manag ers can come up with a comprehensive brand report card. By doing the same f or competitors' brands, they can gain a fuller understanding of the relativ e strengths of their own brands in the marketplace.