Brand Management: Research, theory and practice

The direct approach to measuring customer-based brand equity implies measuring againstthe customer-based brand equity of other b ...

Measuring customer-based brand equity can be done indirectly as well as directly. Applying the indirect techniques, brand knowle ...

communication. The marketer should also consider the brand a strategic corporate priority and see all marketing actions as influ ...

when the purchase decision is made outside the store. When it comes to low- involvement categories and the purchase decision pri ...

Position your brand In the process of building customer-based brand equity it is also important to identify the maximum level of ...

essentially only one brand in each category with positive customer-based brand equity. In order for the marketer to make the mos ...

Balancing brand image with brand identity The consumer-based approach is born and becomes influential over the same course of ye ...

The elements should be tested for their cognitive suitability before application to brand image. The brand should be positioned ...

Development of the consumer-based approach and later approaches As mentioned in the introduction, the consumer-based approach ha ...

brand relationship theory (chapter 8), and Muñiz and O’Guinn’s conceptualization of brand communities (chapter 9) are mentioned ...

approaches. The challenges come from two sides: the relational approach (of chapter 8) and the cultural approach (of chapter 10) ...

Student questions 1 Which psychological tradition is associated with the consumer-based approach? 2 What is the most important m ...

4 How do we store information in memory? 5 Brand knowledge consists of two main categories. Name them. 6 In order for a brand to ...

Kardes, F. R. (1994) ‘Consumer judgement and decision processes’, in R. S. Wyer and T. K. Srull (eds) Handbook of Social Cogniti ...

7 The personality approach with a commentary by Adjunct Professor Joseph Plummer, Columbia Business School Learning objectives T ...

In 2006 Apple launched the first of three new television advertisements for Mac laptops. A young man dressed in casual clothes i ...

functional characteristics of a brand, also consume brands due to the symbolic benefits they can provide. As a result, the symbo ...

psychology the personality approach borrows theory about different categoriza- tions of human character in theories about human ...

company, the brand personality is hence a source of differentiation as well as a driver of loyalty. The brand personality constr ...

and expression of self by providing symbolic signal value. The strength of the brand is determined by the extent to which there ...