Brand Planning Models – Kevin Lane Keller

There are many reasons why Kevin Lane Keller is widely recognized as one of the most notable thought leaders in strategic branding and marketing in the world today. His resume is impressive. He is currently Professor of Marketing at the prestigious Tuck School of Business at Dartmouth College in the USA, but as a consultant he has clients such as Unilever, Disney, American Express, Proctor and Gamble, Levi-Strauss and Starbucks to his credit.

Kevin Lane Keller’s proven track record, along with an impressive list of credentials, has given authority to his marketing models, many of which are taught in MBA courses around the world.

In addition, Kevin Lane Keller has written a number of books, including well-known titles such as marketing management and Branding best practices. His most notable work is perhaps Strategic brand management (1998 & 2002, Prentice Hall), which is standard reading for marketing students on branding. Other published work includes marketing management co-authored with Philip Kotler, ranked the sixth most influential person in business thinking by The Wall Street Journal in 2008.

Through this collaboration, Kotler and Keller form the gold standard in marketing management. The latest edition of marketing management (published 2009) reflects the latest changes in marketing theory and practice. Topics covered in the book include brand equity, customer value analysis, database marketing, supply chain management, segmentation, targeting, positioning, as well as newer disciplines such as e-commerce, hybrid channels, and integrated marketing communications.

To be a marketing thought leader, you need to develop a disruptive mindset that changes the way people think. Kevin Lane Keller’s models of brand management are used around the world and taught in many MBA programs.

Great brands are not created by accident. They are the result of careful and creative planning. For a brand to be successful, creative brand strategies must be developed. In an eBook entitled brand planningKevin Lane Keller proposes three tools or models to aid in brand planning.

These are complementary models that build on each other in terms of size and scope. Similar to Russian dolls, the first model is a part of the second, and the second is a part of the third.

The three models described by Keller can first be summarized as a brand positioning model. This model describes how to establish competitive advantages in the minds of customers in the market. The second model is a brand resonance model that describes how to build strong and loyal relationships with customers. The third and final model is the brand value chain model, which describes how the value creation process can be traced to better understand the financial impact of marketing costs and investments.

When combined, these three models provide critical micro and macro perspectives required for brand building. This allows marketers to develop branding strategies that maximize profits and long-term brand equity, while tracking their progress in executing those strategies.

Keller’s extensive research into understanding consumer behavior has improved the way many companies apply their marketing strategies and build, measure and manage brand equity. This helps brands improve the design, implementation and evaluation of integrated marketing programs.