Brand Management: Research, theory and practice

The elements should be tested for their cognitive suitability before application to
brand image.
The brand should be positioned through consistency in communications. As
memory is believed to be very durable in cognition, permanent memory codes can
be obtained through remaining on the same course communications-wise.
The consumer-based approach also implies that the brand should be a strategic
priority and all marketing actions should be seen as a long chain of events all influ-
encing the brand image. The marketer might consider balancing the strong sides of
the consumer-based approach with the strong sides of the identity approach as
founding the brand solely on consumer associations might lead to a lack of vision
for the brand.

Theory

Managerial

implications

Assumptions

Methods and data

Figure 6.13Managerial implications of the consumer-based approach

The consumer-based approach 109

Box 6.8 Do’s and don’ts in the consumer-based approach

Do Don’t

Inquire consumer associations Don’t neglect the true owners of the

meticulously brand (the consumers)

Use consumers’ brand associations Don’t believe you can formulate

to determine the content of the the brand strategy yourself

brand

Find congruency in brand Don’t apply a scatter-gun technique

associations