segmentation and product versus corporate branding. Brand Management:
Research, Theory and Practicedoes not touch upon this subject. We recommend
Kapferer 1997, chapter 9 and Aaker and Joachimsthaler (2002), part III for book
treatments of this topic. New theories suggest that a brand portfolio should be
analysed in three-dimensional molecule systems, including those of competitors,
Hill and Lederer (2001) and Lederer and Hill (2001).
Brand positioning
The idea of brand positioning is based on the assumption that consumers have
limited mind space for commercial messages and that the most successful
brands hence are the ones able to position themselves in the minds of
consumers by adapting the most congruent and consistent commercial
message. The idea is linked to the information-processing theory of consumer
choice that is the basis of the consumer-based approach in chapter 6 of this
book. Another recommended reading is Positioning: the Battle for your Mind
by Ries and Trout (2001).
Brand relation
The relationship metaphor has been added to the general vocabulary of brand
management after having been associated with business-to-business marketing for
a number of years. Consumers can perceive certain brands as viable relationship
partners and achieving that position can be an important goal in the brand
management process. Brand relation (like brand personality) is also part of the
traditional brand identity models. Understanding brand relationships implies a
deeper understanding of brand loyalty as the brand relation provides an under-
standing of howand whythe brand is consumed, where brand loyalty answers if
the brand is being consumed. The background and implications of brand relation-
ships are described in chapter 8, this book.
Brand revitalization
A brand sometimes ages and declines in strength because as time goes by it loses
its relevance and attractiveness for consumers. There can be different reasons
for that ageing or decline in brand relevance, e.g. the brand may not have
adapted to changes in the environment or to changes in consumer preferences.
Sometimes the situation occurs where the brand simply ages along with the
ageing of its core consumers.
The solution for an ageing brand or a brand in decline can be revitalization.
The key for brand management when revitalizing a brand is always to start the
process by identifying or reviving an existing brand vision and finding new and
innovative ways of making that brand vision relevant once again for existing or
new consumers. This book does not elaborate the topic, but we recommend
chapter 11 in Kapferer (1997).
14 Setting the scene