paradigm 251–52, 254; projective
paradigm 252f, 253, 254; relational
paradigm 252f, 253, 254
brand meaning 171, 173, 175, 177, 184,
204, 215–16
brand mystique 198, 199
brand myths 238
brand name choice 105–6
brand ownership 86, 103, 154–55
brand personality 13; appeal 143; and
archetypes 130–32; brand-self exchange
127–28, 143; communication platform
142–43; construct 118, 119–20;
consumer-brand relationships 144–47;
direct sources 140, 141; exciting
personality type 141b, 145; expression
of self 128, 129f, 130, 132; indirect
sources 140, 141–42; management 139,
140t; measurement of 134, 137; sincere
personality type 141b, 145; target groups
143, 148; see alsopersonality approach
brand perspective 184, 185, 196, 246, 247,
248
brand portfolio 13–14
brand positioning 14, 106–7, 108
brand prism model 4
brand recall 93, 104–5
brand recognition 93, 104–5
brand relation 14
brand reputation 59–60, 230
brand revitalization 14
brand-self congruence 120, 121, 125–27,
128, 129f, 132, 143–44
brand stories 237, 238
brand strategy 15
brand stretch 15
brand symbolism 235–36, 237, 238
brand value creation 246, 247, 248
brandfests 10, 189–90
branding models 253, 257; cultural
branding 255, 256; emotional branding
255, 256; mindshare branding 255, 256;
viral branding 255, 256
brands, roles of: classic branding 250,
251t; postmodern branding 250, 251t
citizen-artist brand: anti-brand movement
222, 223, 224; manager 232–34;
postmodern/post-postmodern paradigms
222–23
classic branding 250, 251t
Coca-cola 141b
‘cognitive man’ 85–86
cognitive perspective: associative networks
88–89; brand choice 88; brand-consumer
exchange 85–86; cognitive mechanisms
98; computer metaphor 86, 87–88, 97;
higher cognitive processes 88; memory
processes 88–91; see alsoconsumer
choice theory
cognitive psychology seecognitive
perspective
collective unconscious 131
communication: brand personality 142–43;
consumer-based approach 84–86, 103–4,
106, 109; cultural branding 218–19;
iconic brands, management of 230;
identity approach 50, 53
community approach 3, 25; brand,
collective rejection of 197; brand-
consumer exchange 183–84; brand
loyalty 197; brand meaning 204; brand
perspective 247; brand value creation
247; brandfests 10, 189–90; community
brands 190; community theory 186,
187f; consumer perspective 247; do’s
and don’ts of 201b; key reading 247; key
words 247; methods 247; rumour control
197; scientific tradition 247; socio-
cultural approach 25, 184–85;
subcultures of consumption 186–87,
190–91; supporting themes 247; time of
origin 247; triadic brand relationship
182–83, 184; see alsobrand
communities; ethnographic methods
competition, identifying 106–7
constructivist stance 21–22
consumer-based approach 3, 23; adaptive
paradigm 252f, 253, 254; brand
associations 105–6; brand awareness
104–5, 108; brand-consumer exchange
85–86; brand equity 84, 87, 88f, 92–97,
100–102, 112; brand knowledge 110–11,
113; brand name choice 105–6; brand
ownership 24, 86, 103; brand
perspective 246; brand positioning
106–7, 108; brand recognition versus
recall 104–5; brand value creation 246;
‘cognitive man’ 85–86; communication
84–86, 103–4, 106, 109; competition,
identifying 106–7; consumer behaviour,
study of 85, 112–13; consumer
perspective 246; and cultural approach
112; data collection 99–100, 102; do’s
and don’ts 109–10; image-brand identity
balance 108; inside-out versusoutside-inSubject Index 263