Brand Power
An increasing number of the world's companies have come to recognise that their brands are of enormous value and that failure to maintain and support these important assets can lead to the failure of the company itself. Many in the world of marketing have
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Brand Power Edited by
Paul Stobart
Director, Interbrand Group plc
....................................................... © Paul Stobart 1994 Softcover reprint of the hardcover 1st edition 1994 978-0-333-57013-5
All rights reserved. No reproduction, copy or transmission of this publication may be made without written permission. No paragraph of this publication may be reproduced, copied or transmitted save with written permission or in accordance with the provisions of the Copyright, Designs and Patents Act 1988, or under the terms of any licence permitting limited copying issued by the Copyright Licensing Agency, 90 Tottenham Court Road, London W1P 9HE. Any person who does any unauthorised act in relation to this publication may be liable to criminal prosecution and civil claims for damages. First published 1994 by MACMILLAN PRESS LTD Houndmills, Basingstoke, Hampshire RG21 6XS and London Companies and representatives throughout the world ISBN 978-1-349-12842-6 ISBN 978-1-349-12840-2 (eBook) DOI 10.1007/978-1-349-12840-2 A catalogue record for this book is available from the British Library. 10 04
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Contents List of Figures
vii
List of Illustrations
viii
List of Plates
X
Acknowledgements
xii
Notes on the Contributors
xiii
Preface
XV
Introduction (Paul Stobart, Director, Interbrand Group plc)
1
1. The Importance of Brand Power (Donald Keough, Former President and Chief Operating Officer, The Coca-Cola Company)
17
2. Creating Brand Power (Sir Anthony Tennant, Former Chairman, Guinness plc)
33
3. The Management of Global Brands (Camillo Pagano, Former Executive Vice President, Nestle SA)
53
4. The Importance of Market-Perceived Quality (Dr Bradley Gale, Founder, Market Driven Quality Inc.)
65
5. Adding Brand Value (Sir Allen Sheppard, Chairman and Group Chief Executive, Grand Metropolitan plc)
85
6. Power Branding in the Automotive Industry (Professor Werner Niefer, Former Chairman, Mercedes-Benz AG)
103
v
.
VI
CONTENTS
7. The Emergence of Retail Brand Power (Terry Leahy, Marketing Director, Tesco Group plc)
121
8. From Bulk to Brand (Nicolo Polla, Marketing Director, Galbani)
137
9. Franchising: How Brand Power Works (Luciano Benetton, President, Benetton)
151
10. Protecting Power Brands (Garo Partoyan, Mars Incorporated) 11. Brand-Based Strategy and Structure: The Scandinavian Experience (Carsten Dahlman, Senior Partner, Siar Bossard)
167
189
12. Assessing Brand Value (Michael Birkin, Group Chief Executive, Interbrand Group plc)
209
13. Brands, Culture and Business in Japan (Keijiro Nakabe, Maruha Corporation)
225
14. Brand Power: The Future (John Murphy, Chairman, Interbrand Group plc)
241
List of Figures 3.1
Summary of the changes in the marketing environment 4.1 Market-perceived quality boosts margins 4.2 Power brands: the essentials 4.3 Chicken business: cu~tomer' s purchase decision 4.4 Model of brand selection 4.5 Superior quality and heftier advertising go together 4.6 Improving quality boosts market share 4.7 Market l
