Brand Management: Research, theory and practice

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Part III Taxonomy ...

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11 Taxonomy of brand management 1985–2006 After having guided you through the seven brand approaches, in this chapter we provide ...

Time of origin Key reading Keywords Brand perspective Consumer perspective Scientific tradition Methods Managerial keyword Suppo ...

The personality approach 1997 Aaker, J. L. (1997), 'Dimensions of brand personality',Journal of Marketing Research Plummer, J. ( ...

is presented as an ‘ideal type’. We emphasize the ideal type of each approach rather than eventual nuances and similarities, bec ...

acknowledge the influence of other forces on the brand value creation. In the theo- retical building blocks of each approach, we ...

using two main discriminators on brand management literature Brand Management Paradigmsby Louro and Cunha (2001). The final cate ...

Four brand management paradigms In Brand Management Paradigms(Louro and Cunha 2001), four ruling branding paradigms are identifi ...

If the brand strategy is perceived as central for the overall strategy of the organi- zation, but with the same conception of th ...

The projective paradigm of the Louro and Cunha categorization resembles the identity approach in our framework. It focuses on th ...

Table 11.2 Four brand management paradigms The product paradigm The projective paradigm The adaptive paradigm The relational par ...

Table 11.3 A comparison of axioms across four branding models Cultural branding Mind-share branding Emotional branding Viral Bra ...

context, but focuses on presenting and comparing the most widely used (in practice) branding models. Holt labels the mind-share ...

It is interesting to compare our analysis with the Goodyear categorization, because the starting point of the two frameworks is ...

chosen background of research articles and Kuhnian philosophy of science has provided the taxonomy with a detailed and logical s ...

Notes 1 These diverse academic backgrounds of the scholars investigating brand identity often lead to opposing views and endless ...

Aaker, D.A. 4, 10, 11, 12, 13, 14, 110, 132 Aaker, J. 117, 118, 119, 128–29, 130, 132, 136, 139, 145, 149, 164, 247 Abratt, R. 4 ...

Knudtzen, C. 4, 245 Kotler, P. 44 Kuhn, T. S. 4, 21, 245, 249, 256t, 257, 258 Lasn, K. 221 Law, J. 75b Lederer, C. 14 Lehman, D. ...