165 About the Contributors  .  is the vice-chairman of Prophet, a brand strategy consultancy, and Professor Emeritus of Marketing Strategy at the Haas School of Business, University of Califor- nia, Berkeley. The winner of the Paul D. Converse Award for Outstanding Contributions to the Development of the Science of Marketing and the Vijay Mahajan Award for Career Contri- butions to Marketing Strategy, Professor Aaker has published over eighty articles and eleven books including “Strategic Market Management,” “Managing Brand Equity,” Building Strong Brands, and Brand Leadership, coauthored with Erich Joachimsthaler. His books have been translated into twelve languages. Cited as one of the most quoted authors in market- ing, Professor Aaker has won awards for the best article in the California Management Review and The Journal of Marketing.   is a vice president and member of the Board of Directors of Mercer Management Consulting. He specializes in customer-focused business strategies. His work has focused on corporate brand strategy development, devel- opment of branded value propositions, marketing experimen- tation, and customer relationship management. Dr. Almquist has contributed to such publications as the Harvard Business Review, Journal of Brand Management, Marketing Research, Journal of Economic History, and Economic History Review. He HBR033ATC 1/16/02 3:12 PM Page 165 speaks regularly on the topics of customer-driven strategies and corporate brand strategies and is a trustee of the Market- ing Science Institute. At the time this article was originally published,  .  was an associate professor of marketing at the Uni- versity of Minnesota’s Carlson School of Management in Minneapolis.   is professor of marketing research at the University of Ulster, Northern Ireland. The author or coeditor of twelve books, including Postmodern Marketing, Romancing the Market, and Marketing: The Retro Revolution, Professor Brown has been a visiting professor at Northwestern University, the University of Utah, and the University of Cali- fornia, Irvine, among others.   is the principal and founder of Strategic Mar- keting Decisions and consults on pricing and marketing issues to a variety of international industries, including medical equipment, telecommunications, and packaged goods. His clients range in size from new business start-ups to Fortune 500 companies. The author of several articles, his research has appeared in the Journal of Marketing Research, Journal of Retailing, and other well-known publications. He has received awards for his teaching and research, and has served as a re- viewer for a number of scholarly journals. He currently teaches pricing for the Haas School of Business at the University of Cal- ifornia, Berkeley and internet marketing for Graduate School of Management at the University of California, Davis.    is a professor of commerce at the McIntire School of Commerce, University of Virginia. Prior to this appointment she held positions at Cranfield School of Man- agement, the Copenhagen Business School, UCLA, and San Diego State University. Her main area of research is corporate 166 About the Contributors HBR033ATC 1/16/02 3:12 PM Page 166 branding, and she has published related articles on organiza- tional culture, organizational symbolism, and organizational identity and image. She is the author of Organization Theory and the coeditor of The Expressive Organization, with Majken Schultz and Mogens Holten Larsen. She can be contacted at mjhatch@virginia.edu. At the time this article was originally published,   was the owner and chairman of the Harlem Globetrotters.  , a published thought leader on global brand strategy, is founder and CEO of The Brand Lead- ership Company, and consults to executives at many of the world’s leading companies. He is the author of more than forty articles and case studies in leading academic and busi- ness journals, including Harvard Business Review, Sloan Man- agement Review, Business Week, and MIS Quarterly, and his book Brand Leadership, coauthored with David A. Aaker, is considered a groundbreaking discussion on the current revo- lution in brand strategy. A sought-after speaker, he conducts executive-level conferences and workshops around the world in English, German, and Spanish. In addition to his consulting work, Mr. Joachimsthaler conducts extensive research on global brands. He is a visiting professor of business adminis- tration at the Darden Graduate School of Business Adminis- tration, University of Virginia and has held academic posi- tions at the University of Southern California and at I.E.S.E. in Barcelona.    is the E. B. Osborn Professor of Mar- keting at the Amos Tuck School of Business at Dartmouth College. An academic pioneer in the study of integrated mar- keting communications and brand equity, Professor Keller has served as brand confidant to marketers for some of the About the Contributors 167 HBR033ATC 1/16/02 3:12 PM Page 167 world’s most successful brands, including Disney, Ford, Intel, Levi Strauss, Nike, Procter & Gamble, and Starbucks. He is also the author of Strategic Brand Management. Professor Keller’s academic résumé includes degrees from Cornell, Duke, and Carnegie Mellon universities, award-winning research, and an eight-year stint on the faculty at the Stanford Business School, where he served as the head of the market- ing group.  , chairman and Chief Executive Officer of Digitas, is one of the chief architects of global eBusiness transformation in the Internet age. With perspective and insight, he has earned a coveted role as strategic partner to some of the world’s most respected corporations, including American Express, AT&T, General Motors, Charles Schwab, Delta Air Lines, FedEx, L.L. Bean, Morgan Stanley Dean Wit- ter, and the National Basketball Association. A former senior partner at Bain & Company, the global strategic consulting firm, Mr. Kenny holds a BS from the General Motors Institute and an MBA from the Harvard Business School. He is chair- man of the board of Teach for America, and a director of Har- vard Business School Publishing and The Corporate Executive Board. He is also an active member of the BOLD Diversity Initiative.  .  is senior vice president and Global Head of the Digital Strategy group at Digitas, where his responsibilities include partnering with clients to determine how to use the Internet and emerging technologies to create new business models geared toward gaining competitive advantage. Mr. Marshall also leads the Digitas Wireless Prac- tice, and is responsible for the strategy and implementation of customer solutions for the “ubiquitous Internet” for the firm’s clients. Prior to joining Digitas in 1999, Mr. Marshall had twelve years of experience in strategic consulting and 168 About the Contributors HBR033ATC 1/16/02 3:12 PM Page 168 technology investment banking. He was most recently a part- ner at MercerDelta Management Consulting. His current focus has been on corporate strategy development for Fortune 100 companies, with particular emphasis on designing new business models in response to major changes in technology. Mr. Marshall has worked extensively with companies such as AT&T, Sears, and Dow Chemical to define new customer- driven business models. A former venture capitalist and tech- nology analyst, he has significant experience in capital mar- kets, new technology venture development, and value-based management.  .  is the Carlson Term Professor of Marketing at the University of Minnesota’s Carlson School of Manage- ment. A winner of the Ferber award for Interdisciplinary Research from the Journal of Consumer Research, and the Maynard award for Marketing Theory from the Journal of Marketing, Professor Rao has published several highly influen- tial articles on pricing, marketing strategy, and consumer behavior in the premier marketing journals. He has held visit- ing positions at the Sloan School at MIT and at the Hong Kong University of Science & Technology. Professor Rao’s teaching, research, and consulting emphasize consumer behavior, pricing strategy, product/brand management, and sales force management. His views are regularly solicited by local and national media in print, radio, and television, including the Wall Street Journal, the MacNeil/Lehrer News Hour on PBS, and CNN.   is a professor at Copenhagen Business School. Her research interests cross the disciplines of organi- zational behavior, marketing, and strategy and include both theoretical and managerial issues relevant to identity, corpo- rate branding, and reputation management. She has pub- lished numerous articles in leading international journals About the Contributors 169 HBR033ATC 1/16/02 3:12 PM Page 169 focusing on organizational studies, management, and market- ing. She is the author or editor of several books, including The Expressive Organization. Professor Schultz works as a part- time consultant for LEGO Company and serves as a board member of Danske Bank, Foreningen, RealDanmark, and the Carl Bro Group. She is also director of the Reputation Insti- tute, Denmark (www.reputationinstitute.com). .  , a vice president of Mercer Manage- ment Consulting, focuses his work on understanding cus- tomer priorities, preferences, and economic value as a basis for successful business design. He assists clients in developing and executing strategies for selecting customers and creating value propositions that are optimally configured to customer requirements and realize value from customer relationships through acquisition, management, and retention programs. Dr. Wyner has consulted with clients in a broad range of industries, including communications, information, enter- tainment, financial services, transportation, and consumer products. He has also developed new methods and capabili- ties for segmentation, value proposition design, and targeting using customer databases, surveys, and market experiments. A regular columnist for Marketing Management and Market- ing Research magazines, Dr. Wyner is a frequent contributor to various industry publications and speaks at numerous con- ferences. He is on the Board of Trustees and is chairman of the executive committee of the Marketing Science Institute. 170 About the Contributors HBR033ATC 1/16/02 3:12 PM Page 170 accountability Harlem Globetrotters and, 26, 27, 36–38, 39 organizational, 37–38 personal, 36–37, 39, 40 advertising global brand leadership and, 88–89, 105–107 truth and, 137–138 affront, 137 AI promotion, 138 airline industry. See also entries for specific airlines price wars and, 42, 53–54, 55, 65 ubiquitous Internet and, 74, 81 Akers, John, 114–115 Amazon.com, 60, 71 American Airlines, 42 American Express, 7, 44, 80–81 American Management Sys- tems, 92 America Online (AOL), 148 amplification, 128, 135–137 AOL. See America Online Apple Computer, 115, 123 Ariely, Dan, 60 AT&T, 43, 62 Audi, 107 authority, and global brand managers, 101–102, 104–105 automotive industry contextual marketing and, 82–83 retromarketing and, 141–142 Banana Republic, 9, 124 Bang & Olufsen, 115 banking industry, 125 Barnes & Noble, 61 BART commuter rail system (San Francisco), 159 Beanie Babies, 132–134 Beiersdorf (Nivea), 100 Benetton, 137 best practices, communication of, 88, 91–94 beverage industry, 51–52 Bic, 12–13 Big Star supermarket, 47–48 Binney & Smith, 153 Blair Witch Project, 138 Index 171 HBR033Index 1/16/02 3:12 PM Page 171 BMW, 9 Body Shop, 123–124 Bolbo, 96 books, and brand identity, 96 Boorstin, Daniel, 136 Box, George E. P., 148 brand audit, 14–18, 23–24, 95 brand champion, 100–101 brand equity. See also brand report card as bridge, 20–21 continuity and, 7–8, 22 hierarchy of brands and, 8–10, 22 intangible factors and, 4–5, 12–13, 22, 23 marketing activities and, 10–11, 23 meaning and, 12–13, 23, 122–124 monitoring of sources of, 13–14, 23 positioning and, 6–7, 22 rating of, 21–24 relationships and, 5 support and, 13–14, 23 value of balance and, 18–20 “brand equity charter,” 15 brand-equity-management systems, 15–18 “brand exploratory,” 14–15 “brand inventory,” 14 brand manual, 96 brand meaning. See also image brand equity and, 12–13, 23, 122–124 172 Index customers and, 12–13, 20, 23, 96, 122–124 global differences in, 90, 124 brand portfolio, 8–10, 22 brand report card, 1–24. See also brand equity balance among brand traits and, 18–20 creation of, 21–24 traits of strongest brands, 3–18 brand revitalization, 25–40 brands, corporate. See corpo- rate brand brands, global. See global brand leadership brand stewards, 101–102 Branson, Richard, 123 Braun, 13 break-even analyses, 37 bricks-and-mortar companies contextual marketing and, 81–82 Internet businesses and, 60–61 British Airways, 116, 119 broadband, 78 Buick, 10 business management team, and global branding, 99–100 business strategy deterrence of price war and, 47–48 Harlem Globetrotters and, 36–39 payoff of Internet and, 70–71 HBR033Index 1/16/02 3:12 PM Page 172 use of ubiquitous Internet and, 83–85 company culture, 109, 111, 113, 121 communication of best prac- tices and, 92 image-culture gap and, 110, 113, 116–117, 121 vision-culture gap and, 109–110, 113, 114–115, 120 competitors, analysis of differentiation of corporate vision and, 115 global brand leadership and, 95 price wars and, 47, 55, 64–66 consumer behavior. See also customers; experimental design techniques; mar- keting messages; retro- marketing Internet access to informa- tion and, 69, 71–72 multitude of drivers of, 143 price war tactics and, 46, 50–51, 55 Web pricing and, 61 “consumer centricity,” 128–129 consumer-products industry, 54–55 contextual marketing. See also Internet corporate agendas and, 83–85 customer relationships and, 79–83 Index 173 business units global brand leadership and, 103–104 Harlem Globetrotters and, 37–38 Buy.com, 60 Cable & Wireless, 148, 156 Cadbury, 90 Cadillac, 10 Calvin Klein, 6, 137 Camel Lite, 130 cannibalization, 55 Capital One, 148 Carlin, George, 131 Cascade detergent, 5–6 cash-flow reports, 37 Charles Schwab, 44, 58 Chase, 148 Cheaptickets.com, 55 cheating, 137–138 Chevrolet, 10 Chrysler, 129, 141 Citroën, 137 CNET, 77 Coca-Cola, 11, 51–52, 96, 117 communication global brand leadership and, 88, 91–94, 96 with stakeholders, 117, 118–119 community, sense of, 123 company capabilities global brand leadership and, 88 price war tactics and, 46–47, 55, 56, 63–64 HBR033Index 1/16/02 3:12 PM Page 173 contextual marketing (contin- ued) non-PC points of consumer contact and, 77–79 rise of, 75–77 tools of, 79–83 continuity, and brand strength, 7–8, 22 contributors brand identity and, 96 price wars and, 45, 47, 52, 66–67 Coors Brewing, 14 corporate brand, 109–126. See also brand equity; global brand leadership alignment of elements of, 119–122 as asset, 111, 122–124 brand hierarchy and, 8–10 Disney and, 16–18 drivers of elements of, 109. (See also employees; stake- holders; top management) errors in creation of, 111, 122–124 essential elements of, 109, 111–112. (See also com- pany culture; image; vision) misalignment in elements of, 109–110, 112–119 versus product brand, 124–126 tool kit for building, 112–119 174 Index costs corporate brands and, 122–123 deterrence of price wars and, 48 market testing and, 146–147 country brand strategy, and global brand leadership, 97–98, 106, 107 Crayola, 144, 153–156, 160–163 cultural differences, and global branding, 89 customer acquisition, and Internet, 71 customer relationships global brand planning and, 95–96 Internet and, 79–83, 84 customers. See also consumer behavior; retromarketing benefits of strong brands for, 3–4, 21–22, 122–124 brand meaning and, 12–13, 20, 23, 96, 116–117 focus on, and reinvention of brand, 33–36 global brand planning and, 95 Harlem Globetrotters and, 26, 27, 33–36 image-culture gap and, 116–117 Internet access to informa- tion and, 69, 71–72 price war tactics and, 46, 50–51, 53, 61–63 HBR033Index 1/16/02 3:12 PM Page 174 [...]... Klein, Calvin See Calvin Klein Kotler, Philip, 137 Kristiansen, Kjeld Kirk, 120 leadership, 40 See also Harlem Globetrotters; top management Lee, Sara See Sara Lee Lego, 120–122 Lever Brothers, 6 Levi-Strauss, 19 Limited, The, 96 logistic regression analysis, 159–160 Lynch, John G., 60 Mac (cosmetic brand), 124 “main effects” models, 158 marketing messages attributes of, 144, 149, 150 combinations of attributes... 45, 54 focus groups, 129 Food Lion supermarket, 47–48 Foote, Cone & Belding (ad agency), 19 Ford, 90, 94 “four Ps” of marketing, 76, 140–141 fractional factorial design, 148–149 Frito-Lay, 92–93 Gap, The, 9, 100, 124 General Electric (GE), 121 General Motors (GM), 9–10, 83 See also entries for specific GM brands Giga, 125 Gillette, 5, 13 “Ginger,” 136 global brand leadership See also corporate brand... accountability and, 36–37, 39, 40 potential and, 40 Encyclopedia Britannica, 65 Enrico, Roger, 97 entertainment Harlem Globetrotters and, 31–33, 35–36 retromarketing and, 128, 137–138 Estée Lauder, 124 Etheridge, Melissa, 78 E-Trade, 43 “everyday low pricing” (EDLP) strategy, 6 e-wallet, 79, 80–81 exclusivity, 127, 132–134 experimental design techniques combinations of variables and, 150–151 Crayola example... Oldsmobile, 10 179 Origins, 124 package delivery industry, 51 See also Federal Express packaging, 54–55 parking garages, 81–82 Pepsi, 97 personality of brand, 4–5, 96 “pit stops,” 121 Pizza Hut, 137 Planet of the Apes, 137–138 planning process, and global branding, 88, 94–98 plant capacity, and price wars, 55, 56 points of difference, 6 points of parity, 6 Pontiac, 10 positioning brand strength and, 6–7, 22... 12–13 Sony, 6, 52, 97, 100–101 corporate brand and, 111, 123 retromarketing and, 129 Spencer, Ed, 39–40 Spielberg, Steven, 138 spin-offs, 125 sponsorships, 34–35 Sprint, 43, 62 181 stakeholders See also contributors; employees communication of vision and, 118–119 expectations of, 118 identification of, 118 images of company and, 116 relationships with employees, 117 stamina, and leadership, 40 standards, . ferences. He is on the Board of Trustees and is chairman of the executive committee of the Marketing Science Institute. 170 About the Contributors HBR033ATC. nia, Berkeley. The winner of the Paul D. Converse Award for Outstanding Contributions to the Development of the Science of Marketing and the Vijay Mahajan