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Delivers benefits customers desire.#It creates an engaging customer experience.#Starbucks delivers the romance and sense of community defining Italian coffee bars and appeals to all senses-not just taste.2. Keller recommends assessing your brand on the following attributes: Your reward? Customers’ enduring devotion-and the profits that come with it.
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Use the brand report card, and you identify the actions needed to maximize your brand equity.
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For example, how well does your brand deliver benefits consumers truly desire? How strongly have you positioned it against rivals? How consistent are your marketing messages about your brand? To strengthen your brand, Keller suggests using a brand report card-a tool showing how your brand stacks up on the 10 traits shared by the world’s strongest brands. Worse, Levi-Strauss’s advertising messages to its target youth market missed their mark. But its response to that data was flawed: the company took too long, and spent too little, to mount a marketing campaign that would restore its brand equity. In the mid-1990s, it launched a brand-equity measurement system that suggested the appeal of its flagship 501 jeans was slipping. But many companies stumble in trying to manage their brands’ performance.Ĭonsider Levi-Strauss. It sounds simple: boost your brand equity, and watch profits soar.