Brand Management: Research, theory and practice

To accommodate the need for investigating different marketing mix variables that affect different factors of consumer brand choi ...

at their disposal to create a strong brand and optimize brand performance. Because of the rather operational nature of the theor ...

is still relevant and beneficial for the brand manager to know about – especially if he or she is aware of its strengths and lim ...

activities should be based on the identification of consumer needs and wants which are very much in line with the widely accepte ...

Carpenter, G. and Lehman D. R. (1985) ‘A model of marketing mix, brand switching, and competition’, Journal of Marketing Researc ...

5 The identity approach with a commentary by Professor Majken Schultz, Copenhagen Business School, and Professor Emerita Mary Jo ...

In 1907, AEG appointed Peter Behrens to be what at the time was called ‘Artistic Consultant’. His job turned out to be the first ...

managerial guidelines that can be accumulated from the most prominent research publications and key non-research literature, sup ...

In a brand management context, the key assumption of the identity approach is that all marketing and communication activities sh ...

identity. However in the identity approach focus is often on a corporate as opposed to product level branding. The idea of corpo ...

This is why organizational and managerial processes are in focus in corporate branding: only in that way can the distinctive ide ...

brand–consumer exchange is key. In the identity approach, brand–consumer exchange is expanded to a focus on all potential stakeh ...

identity is not something that can be formed inside a company and then sent to consumers, who perceive the message exactly as it ...

that identity cannot be communicated linearly but is the result of negotiation between internal and external shareholders. Theor ...

of the theoretical building blocks further by suggesting how a corporate brand should be managed. Supporting theme: corporate id ...

The fact of the matter is that when an organization has a clear idea about itself, what its business is, what its priorities are ...

As mentioned previously, this line of thought originates from the idea that people base their evaluations of brand identity (the ...

Supporting theme: corporate image (external) Images are the basic element of thought, and the concept of corporate image is key ...

combining all components in figure 5.4 you will have a clear picture of the components of brand identity. After having gained a ...

namely the alignment of identity, culture, image and reputation. This alignment is the pivotal task in the brand identity manage ...