Proven marketing strategies in challenging marketing conditions Marknadsföringsområdet har genomgått enorma förändringar under de senaste åren och här berättar Keller hur man hittar balans mellan klassiska kommersiella metoder och dagens nya angreppssätt, och om hur man kan skapa starka varumärken, lojalitet och ROI i dagens konkurrensutsatta, utmanande och konstant föränderliga digitala värld. Kellers bok Strategic Brand Management har hyllats som ”the bible for branding” och han är numera medförfattare till Kotlers Marketing Management, tidernas mest sålda introduktionsbok i marknadsföring. K L Keller är en mycket uppskattad talare världen över och har erfarenhet från framgångsrika varumärken och företag såsom bl a American Express, Disney, Ford, Intel, Goodyear, Kodak, Nordstrom, Shell, Starbucks och Unilever.

1. PROVEN MARKETING STRATEGIES IN CHALLENGING MARKETING CONDITIONS Kevin Lane Keller Tuck School of Business Dartmouth College

2. My Textbooks

3. My Experience

17. Red Bull Activities, Events & Experiences

24. Power of Strong Value Propositions VS. VS.

35. BEFORE: How many crayons in your box? AFTER: “Colorful Arts & Crafts For Kids?

37. BRAND EXTENDIBILITY SCORECARD Allocate points according to how well the new product concept rates on the specific dimensions in the following areas: Consumer Perspectives: Desirability 10 pts. _____ Product category appeal (size, growth potential) 10 pts. _____ Equity transfer (perceived brand fit) 5 pts. _____ Perceived consumer target fit Company Perspectives: Deliverability 10 pts. _____ Asset leverage (product technology, organizational skills, marketing effectiveness via channels & communications) 10 pts. _____ Profit potential 5 pts. _____ Launch feasibility Competitive Perspectives: Differentiability 10 pts. _____ Comparative appeal (many advantages; few disadvantages) 10 pts. _____ Competitive response (likelihood; immunity or invulnerability from) 5 pts. _____ Legal/regulatory/institutional barriers Brand Perspectives: Equity Feedback 10 pts. _____ Strengthens parent brand equity 10 pts. _____ Facilitates additional brand extension opportunities 5 pts. _____ Improves asset base TOTAL _____ pts

39. One-Time Leaders

40. Successful Challengers

45. Brand Resonance Model RELATIONSHIPS: What about you & me? RESPONSE: What about you? MEANING: What are you? IDENTITY: Who are you? Intense, Active Loyalty Positive, Accessible Reactions Points-of-Parity & Difference Deep, Broad Brand Awareness Resonance Judgments Feelings Performance Imagery Salience Stages of Brand Development Branding Objective at Each Stage 1 2 3 4 Building Blocks

46. Brand Value Chain Model Marketing Program Investment Customer Mindset Market Performance Shareholder Value - Product - Communications - Trade - Employees - Other - Awareness - Associations - Attitudes - Attachment - Activity - Price premiums - Price elasticities - Cost savings - Expansion success - Market share - Profitability - Stock price - P/E ratio - Enterprise value - Market capitalization

47. Customer Mindset Marketing Activity Market Performance Shareholder Value Points of Difference Points of Parity A Comprehensive Set of Marketing Metrics 3) Brand Value Chain Model 2) Brand Resonance Model 1) Brand Positioning Model Resonance Judgments Feelings Performance Imagery Salience

50. Thank You & Good Luck!