- 1.1 The logic of the approach chapters
- 1.2 A readers’ guide
- 4.1 The brand–consumer exchange of the economic approach
- 4.2 Assumptions of the economic approach
- 4.3 Supporting themes of the economic approach
- 4.4 Core theme and supporting themes of the economic approach
- 4.5 Theoretical building blocks of the economic approach
- 4.6 Relation between price and demand
- 4.7 Methods and data of the economic approach
- 5.1 Sources of brand identity
- 5.2 Assumptions of the identity approach
- 5.3 Supporting themes of the identity approach
- of the identity approach 5.4 Brand identity: the core theme and alignment frameworks
- 5.5 Alignment of the strategic stars of brand identity
- 5.6 Theory of the identity approach
- 5.7 Manifestations of organizational identity (culture)
- 5.8 Methods and data of the identity approach
- 5.9 Drivers of the alignment process of brand identity
- 5.10 Managerial implications of the identity approach
- 6.1 The brand resides in the mind of the consumer
- psychology 6.2 The computer is the central metaphor of man in cognitive
- 6.3 Assumptions of the consumer-based approach
- approach 6.4 Supporting themes and the core themes of the consumer-based
- Volkswagen 6.5 Simple associative network spreading from the node
- 6.6 The three forms of cognition applied to brands
- 6.7 Dimensions of brand knowledge
- 6.8 Associations spreading from the node ‘Seven up’
- brand equity framework 6.9 ‘Seven up’ brand associations adapted to the customer-based
- 6.10 Theory of the consumer-based approach
- 6.11 Methods and data of the consumer-based approach
- influencing the managerial implications 6.12 Dualistic mechanisms of the consumer-based approach
- 6.13 Managerial implications of the consumer-based approach
- 7.1 Brand personality construct
- 7.2 Assumptions of the personality approach
- 7.3 Supporting themes of the personality approach
- 7.4 Brand behaviour
- 7.5 Consumer self construct
- market place 7.6 The brand–self exchange of symbolic brand value in the
- 7.7 Core theme of the personality approach: brand personality
- 7.8 Dimensions of brand personality
- 7.9 Theory of the personality approach
- 7.10 Methods and data of the personality approach
- 7.11 Brand personality dimensions, traits and brand behaviour
- 7.12 Brand–self congruence of Chanel No.
- 7.13 Managerial implications of the personality approach
- 8.1 ‘Dyadic’ brand–consumer relationship
- 8.2 Assumptions of the relational approach
- 8.3 Supporting themes and core theme of the relational approach
- on relationship stability 8.4 Preliminary model of brand relationship quality and its effects
- 8.5 Theoretical building blocks of the relational approach
- 8.6 Methods and data of the relational approach
- 8.7 Managerial implications of the relational approach
- 9.1 The ‘brand triad’
- 9.2 Assumptions of the community approach
- 9.3 Supporting themes of brand community
- tradition 9.4 Conceptualization of the community in the sociological
- 9.5 Brand community construct
- 9.6 Theoretical building blocks of the community approach
- 9.7 Methods and data of the community approach
- 9.8 The marketer as observer of a brand community
- 9.9 The marketer as facilitator of a brand community
- 9.10 Managerial implications of the community approach
- 10.1 Scope of the cultural approach
- 10.2 Assumptions of the cultural approach
- on brand icons and the future brand scenario 10.3 The core theme, its supporting theme, the societal comment
- 10.4 The movement of meaning
- 10.5 Iconic brands are brands that have become cultural icons
- 10.6 Theoretical building blocks of the cultural approach
- 10.7 Research methods of the cultural approach
- 10.8 Methods and data of the cultural approach
- 10.9 The cultural brand management process
- 10.10 Managerial implications of the cultural approach
- 11.1 Taxonomy of brand management 1985–2006
- 11.2 Two dimensions and four brand management paradigms
- 11.3 The logic of the approach chapters
- 5.1 Product and corporate branding List of tables
- brand identity 5.2 The internal and external supporting themes adding up to
- 5.3 Three perspectives on organizational culture
- 5.4 Detecting identity gaps
- 5.5 Aligning identity gaps
- 6.1 A simple version of a matrix array
- self construct 7.1 Creating brand personality in accordance with the consumer
- 8.1 Relationship forms
- experiential consumer perspective 8.2 Differences between the information-processing and the
- 9.1 Variations of brand community
- cultural branding model 10.1 A comparison between the mindshare branding model and the
- 5.1 Product and corporate branding List of tables
- 10.2 The postmodern and the post-postmodern branding paradigm
- 11.1 The roles of brands
- 11.2 Four brand management paradigms
- 11.3 A comparison of axioms across four branding models
- 11.4 Comparison of brand management categorizations
- 3.1 Overview of brand management 1985–2006 List of boxes
- supermarket checkout queue 4.1 Economic man: individual and societal maximization in a
- management 4.2 Transactional versus relational perspective on brand
- 4.3 Regression analysis
- 5.1 The identity concept adopted from marketing
- 5.2 From product to corporate branding at Lego
- 5.3 Is identity enduring?
- 5.4 Culture in the identity approach
- 5.5 Misaligned identities: the case of Body Shop
- 5.6 Doing a study of brand identity yourself
- 5.7 Living the brand: all about the people of Quiksilver
- 5.8 Do’s and don’ts of the identity approach
- 6.1 Memory representations
- 6.2 Heuristics are important in low-involvement categories
- 6.3 How to structure brand associations
- 6.4 Projective techniques
- 6.5 Map out customers’ brand associations yourself
- 6.6 Things to consider when choosing the right brand name
- 6.7 Six managerial guidelines
- 6.8 Do’s and don’ts of the consumer-based approach
- 7.1 Oil of Olay: female consumers’ hopes and dreams
- 7.2 Archetypes and brand personality
- 7.3 Ordinal scales applied
- 7.4 Interval scales applied
- personality 7.5 ‘Six steps’ method of exploring and measuring brand
- 7.6 Brand personalities in practice
- 7.7 When good brands do bad
- 7.8 Do’s and don’ts of the personality approach
- theory 8.1 Customer relationship management and brand relationship
- 8.2 Background of the brand relationship theory
- 8.3 The complexity of a relationship
- 8.4 Depth is preferred to breadth
- 8.5 Stories can be helped along
- 8.6 Conduct a long interview yourself
- 9.1 Who owns the Apple brand now?
- 9.2 Getting too close?
- 9.3 Solving the insider/outsider dilemma
- 9.4 Quantitative triangulation of qualitative data
- yourself 9.5 How to do an ethnographic study of a brand community
- 9.6 Insights from the Volkswagen ‘Beetle’ community
- 9.7 Do’s and don’ts in the community approach
- consumer goods 9.8 Libresse: the community principles applied to fast-moving
- 10.1 Macro-level culture defined
- 10.2 How Snapple became an iconic brand
- 10.3 Civic responsibilities or cultural branding?
- 10.4 Doing semiotics
- 10.5 Doing a cultural study yourself
- 10.6 The versatile brand manager of the cultural approach
- 10.7 Just another legal case or an early warning sign?
- 10.8 A citizen-artist brand?
- 10.9 Do’s and don’ts in the cultural approach
grace
(Grace)
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