Page 91 - HBR's 10 Must Reads on Strategic Marketing

KELLER

6. Fits sensibly into Brands work logically Clothing retailer Gap
your brand portfolio. together. Inc.’s Old Navy brand
targets the broad mass
market, the Gap brand
covers basic style-and-
quality terrain, and the
Banana Republic brand
anchors the high-end
market.

7. Has an integrated All marketing activi- Coca-Cola’s logo,
marketing strategy. ties and channels promotions, corporate
communicate the sponsorship, and
same messages about interactive Web site all
the brand, solidifying reinforce the com-
the brand’s identity. pany’s key values, such
as “originality” and
“classic refreshment.”
8. Has meanings that Managers know Gillette protects the
managers under- consumers’ different brand identity for its
stand. perceptions of the traditional manual
brand. razors by marketing
its electric razors
under the separate
Braun name.
9. Receives sustained Companies consis- A consumer products
support. tently invest in build- company continues its
ing and maintaining advertising and mar-
brand awareness. keting efforts even
after building a posi-
tive image in con-
sumers’ minds.
10. Is constantly Companies use a After Disney’s brand
monitored formal brand-equity- audit revealed that
management system. consumers resented
excessive exposure of
the Disney characters,
the company decided
not to co-brand a mu-
tual fund.

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