Brand Management: Research, theory and practice

the strategic vision is downplayed or that an organizational culture in line with the strategic vision of the company is nurture ...

Ideal: represents the optimum positioning of the organization in the market at any given time. Desired: lives in the hearts and ...

identity, and organizational identity, representing the behavioural and cultural aspects. The two supporting themes covering the ...

diverse methods more comprehensible, the section is divided into two main parts. The first part accounts for the methods and dat ...

view, understanding culture is about identifying and categorizing cultural stereo- types. From a symbolic and interpretive appro ...

perspective is usually found in the messages and activities initiated by top management to create and enhance organizational cul ...

perspective, where qualitative interviews are the main research instrument. But in order to really understand a culture and inte ...

of the external elements of brand identity should reflect this knowledge about how consumers perceive, form attitudes and ultima ...

Summary The methods used and the data collected in the identity approach vary depending on which of the four supporting themes i ...

Where most companies fail is getting the organizational identity right, aligned with the remaining three supporting themes. Also ...

and reputation are all stakeholders. These different constituencies require that information is gathered from multiple sources a ...

perceptions of image, the strategic visions and hope for what the brand should achieve in the future, and the actual behaviour a ...

Stating.State the vision and identity of the corporate brand. (Who are we and what do we want to become?) Articulating core val ...

enhance the probability of success, the objectives of the brand identity building campaign must be clearly defined and results m ...

The cultural and historical heritage of a company can also be used to build brand identity. The company does not necessarily nee ...

Summary The primary task of the brand manager in the brand identity approach is to ensure that consumers and stakeholders experi ...

Comments from the ‘founding fathers’ (1) The value of the identity approach to the study and management of brands Majken Schultz ...

Student questions 1 How is the identity approach different from the economic approach? 2 What are the differences between produc ...

4 What elements are pivotal when creating brand equity in the identity approach? 5 What methods are used to uncover the internal ...

Gotsi, M. and Wilson, A. (2001) ‘Corporate reputation management: living the brand’, Management Decision, 39: 99–104 Gray, E. R. ...