context, but focuses on presenting and comparing the most widely used (in
practice) branding models. Holt labels the mind-share branding model the
dominant branding model since the 1970s. In the 1990s emotional branding
became a managerial priority as well, and with the rise of the internet viral
branding techniques also became applied to branding practices. The cultural
branding model is based on Holt’s research into how brands become icons (please
refer to chapter 10).
It is obvious that the cultural branding model is the equivalent of the cultural
approach of our taxonomy; the mind-share branding model is comparable to the
consumer-based approach; the emotional branding model sums up the personality
and the relational approach; while the viral branding model resembles the
community approach.
Overview
A new taxonomy of brand management is proposed in this book. It is based on an
exhaustive analysis of the most influential research in brand management
covering the last twenty-one years; it hence offers a research-based categorization
of brand management. A comparison with other categorizations of brand
management indicates that, despite different starting points, the frameworks and
especially the results of the categorizations are comparable in many ways.
256 Taxonomy
Table 11.4Comparison of brand management categorizations
Categorization This taxonomy Goodyear Louro and Holt (2004)
(1996) Cunha (2001)
Discriminators A Kuhnian Macro-level Customer Widely used
analysis of analysis of centrality and branding models
research papers market strategic priority (in literature and
evolution (in literature) practice)
Comparable The economic Brands as The product
brand categories approach reference paradigm
Comparable The identity Brand as The projective
brand categories approach company paradigm
Comparable The consumer- Brand as The adaptive Mind-share
brand categories based approach personality paradigm branding
Comparable The personality Brand as The relational Emotional
brand categories approach personality paradigm branding
Comparable The relational Brand as The relational Emotional
brand categories approach personality paradigm branding
Comparable The community Viral branding
brand categories approach
Comparable The cultural Brand as icon + Cultural
brand categories approach brand as policy branding