The Brand Report Card By Kevin Lane Keller

The Brand Report Card by Kevin Lane Keller is a framework introduced in his 2000 Harvard Business Review article, designed to evaluate and manage brand strength systematically. Keller identifies 10 attributes of strong brands, such as delivering superior product performance, maintaining brand relevance, creating consistent and cohesive marketing programs, leveraging brand associations effectively, and ensuring proper brand architecture. The report card acts as a diagnostic tool, allowing marketers to assess their brand’s performance across these key dimensions to identify strengths and weaknesses. In essence, it’s a strategic checklist for building, maintaining, and measuring brand equity.

I believe it still has quite a bit of relevance today and use it as an input source for the chapter “The 14 Proven Principles of Brand Growth” of my new book, “The Science Of Brand Association: Win Minds, Win Markets“.

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