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Customer-based strategic brand management: past progress and future challenges

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  • Deborah Roedder John

    (University of Minnesota)

Abstract

In his seminal Journal of Marketing article, entitled “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” Kevin Keller argued persuasively that we can best understand, measure, and manage brands by understanding what consumers know about brands. In this commentary, I discuss the progress we have made in researching several areas of consumer branding, including measuring consumer brand knowledge and leveraging brands through brand extensions. Further, I identify challenges for future research in both areas, including needed developments in measuring brand association networks, researching global differences in consumer response to brand extensions, and understanding how contextual factors such as competitive environments affect brand extension success.

Suggested Citation

  • Deborah Roedder John, 2016. "Customer-based strategic brand management: past progress and future challenges," AMS Review, Springer;Academy of Marketing Science, vol. 6(1), pages 17-22, June.
    • Handle: RePEc:spr:amsrev:v:6:y:2016:i:1:d:10.1007_s13162-016-0080-5
    DOI: 10.1007/s13162-016-0080-5
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    References listed on IDEAS

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    1. Kevin Lane Keller, 2016. "Reflections on customer-based brand equity: perspectives, progress, and priorities," AMS Review, Springer;Academy of Marketing Science, vol. 6(1), pages 1-16, June.
    2. Park, C Whan & Milberg, Sandra & Lawson, Robert, 1991. "Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(2), pages 185-193, September.
    3. Alokparna Basu Monga & Deborah Roedder John, 2007. "Cultural Differences in Brand Extension Evaluation: The Influence of Analytic versus Holistic Thinking," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(4), pages 529-536, December.
    4. Sandra J. Milberg & Francisca Sinn & Ronald C. Goodstein, 2010. "Consumer Reactions to Brand Extensions in a Competitive Context: Does Fit Still Matter?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(3), pages 543-553, October.
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