The Marketing Advantages of Strong Brands

The Journal of Brand Management, Vol. 10 No. 6, pp. 421-445, August 2003

Posted: 4 Aug 2011

See all articles by Steve Hoeffler

Steve Hoeffler

Vanderbilt University - Marketing

Kevin Lane Keller

Dartmouth College - Tuck School of Business

Date Written: August 1, 2003

Abstract

Building strong brands has become a marketing priority for many organisations. The presumption is that building a strong brand yields a number of marketing advantages. In this paper, a comprehensive summary of empirical findings is provided from some of the major marketing journals that reveal how brand strength, operationalised in various ways, can create differential responses by consumers to various marketing activities - a well-accepted view of brand equity. Additionally, some underlying theoretical mechanisms on which these findings are based are identified and organised. Lastly, some current gaps in the literature are identified, and an agenda put forth for future research on the marketing advantages of strong brands.

Suggested Citation

Hoeffler, Steve and Keller, Kevin Lane, The Marketing Advantages of Strong Brands (August 1, 2003). The Journal of Brand Management, Vol. 10 No. 6, pp. 421-445, August 2003. Available at SSRN: https://ssrn.com/abstract=1904640

Steve Hoeffler (Contact Author)

Vanderbilt University - Marketing ( email )

Nashville, TN 37203
United States

Kevin Lane Keller

Dartmouth College - Tuck School of Business ( email )

Hanover, NH 03755
United States

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