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Brand marketing, corporate brand, product brand, value propositions, innovation
SERI Quarterly spoke with Kevin Lane Keller, the E.B.Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College on the significance of brand marketing.
Kevin Lane Keller is the ?. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. Professor Keller has degrees from Cornell, Carnegie-Mellon, and Duke universities. At Dartmouth, he teaches MBA courses on marketing management and strategic brand management, and lectures in executive programs on the topic. Professor Keller was on the faculty of the Graduate School of Business at Stanford University, where he also served as the head of the marketing group. Additionally, he has been on the marketing faculty at the University of California at Berkeley and the University of North Carolina at Chapel Hill, a visiting professor at Dike University and the Australian Graduate School of Management, and has two years of industry experience as a marketing consultant for Bank of America. Professor Keller is also the author of Strategic Brand Management [Prentice Hall, 1998,2002,2008) which has become a widely used text on the subject.
SO: Korean brands like Samsung Electronics and Hyundai Motor have become globalized and domestic businesses have become more interested in brand marketing. There are many definitions of brand marketing. What is yours?
Kevin Lane Keller Brand marketing is not very different from marketing. The reality is brands are often the focus of what marketing is for, whether it is a corporate brand or product brand. Marketing is about satisfying the customer's needs and wants better than your competitors, and brand marketing is exactly that, with the focus being on the brand. You're trying to satisfy your customers' needs and wants through your brands better than your competitors. What has happened is that people have come to the realization that brands are an important part of the marketing equation that deserve attention as a focal point. However, the marketing itself is not that different in terms of how it is defined, developed and implemented, and the strategies and tactics.
SO; Are there any trends worth noting in the recent brand marketing world?
Kevin Lane Keller There are many trends. It is a very interesting time...