1. Characteristics of Strong Brands
Understand brand meaning and market appropriate products and market product appropriately
Disney
Nike
Southwest Airlines

2. Characteristics of Strong Brands
Properly position brands
Visa

3. Characteristics of Strong Brands
Provide superior delivery of desired benefits
Starbucks
Federal Express
Amazon
Dockers

4. Characteristics of Strong Brands
Maintain innovation and relevance for the brand
Gillette
Charles Schwab 11

5. Characteristics of Strong Brands
Establish credibility and create appropriate brand personality and imagery
Apple
Virgin

6. Characteristics of Strong Brands
Communicate with a consistent voice at one point in time and over time
Coca-Cola
Accenture (Andersen Consulting)

7. Characteristics of Strong Brands
Employ a full range of complementary brand elements and supporting marketing activities
Intel
Merrill Lynch
Yahoo

8. Characteristics of Strong Brands
Strategically design and implement a brand hierarchy and brand portfolio
BMW
DuPont
The Gap
Ford

9. Characteristics of Strong Brands
Understand brand meaning and market appropriate products
Properly position brands
Provide superior delivery of desired benefits
Maintain innovation and relevance for the brand
Establish credibility and create appropriate brand personality and imagery
Communicate with a consistent voice
Employ a full range of complementary brand elements and supporting marketing activities
Strategically design and implement a brand hierarchy

10. Service Branding Addendums
Surpass customer expectations
Nordstrom
Maximize service efficiency
McDonalds
Develop employee equity
Disney
Establish productive partnerships
American Airlines

11. B-to-B Branding Addendums
Emphasize corporate or family brand
Establish strong corporate credibility & other intangibles
service delivery
Employ full range of IMC
Leverage equity via secondary associations
other companies
Develop market-specific branding programs

12. Seven Deadly Sins of Brand Management
Failure to understand the full meaning of the brand
Bic 17

13. Seven Deadly Sins of Brand Management
Failure to live up to the brand promise
United Airlines

14. Seven Deadly Sins of Brand Management
Failure to adequately support the brand
Coors
Shell 18

15. Seven Deadly Sins of Brand Management
Failure to be patient with the brand
Michelob 19

16. Seven Deadly Sins of Brand Management
Failure to adequately control the brand
Reebok 20

17. Seven Deadly Sins of Brand Management
Failure to properly balance consistency and change with the brand
Kodak
Levi-Strauss 21

18. Seven Deadly Sins of Brand Management
Failure to understand complexity of brand equity measurement and management
Numerous “dot.com” brands

19. Seven Deadly Sins of Brand Management
Failure to understand the full meaning of the brand
Failure to live up to the brand promise
Failure to adequately support the brand
Failure to be patient with the brand
Failure to adequately control the brand
Failure to properly balance consistency and change with the brand
Failure to understand complexity of brand equity measurement and management 22