Development of the consumer-based approach and later approaches
As mentioned in the introduction, the consumer-based approach has probably
become the most dominant approach of the seven we present in this book.
Therefore, we have chosen to round off this chapter with a few comments on the
consumer-based approach, how it has developed since the 1990s, how we present
it, and how other approaches define themselves against it.
As mentioned in the introduction, it is our goal to present the roots of each
approach, the founding publications and main theories, methods and data, and its
managerial implications. In each approach chapter we try to balance emphasis on
the roots with the newest development of the approach.
Due to the fact that the consumer-based approach in many ways has developed
into thetextbook treatment of brand management, the development of the
approach has moved in an all-encompassing direction. Therefore we have empha-
sized the roots of the approach and somewhat neglected its further development.
In this chapter we have spent the majority of our space introducing the reader
to the quintessential cognitive brand and consumer perspective. It should,
however, be noted that Keller has embraced the later approaches in his more
recent publications. The consumer-based approach is concerned with brand
knowledge, and when you think of it, there is nothing that cannot be seen as part
of consumers’ brand knowledge. In that way, all approaches of this book can be
added to brand knowledge.
Keller and Lehmann (2003) claim that branding is all about understanding the
customers’ mindset. This mindset consists of five dimensions: awareness, associ-
ations, attitudes, attachments and activity. The first three dimensions can be
recognized as components of the customer-based brand equity framework. The
fourth dimension (attachment) is about loyalty and resistance to change. This
dimension resembles the relational approach somewhat, while the latest
dimension (that of activity) reminds us of the community approach, as it relates
to consumer interaction.
In 2003 in Journal of Consumer ResearchKeller took stock of brand
management theory. J. Aaker’s work on brand personality (chapter 7), Fournier’s
Communicate brand image Don’t change brand
consistently communications too often
Think ahead in brand Don’t think that there are marketing
communications actions that will not affect the brand
Identify your real competitors Don’t forget your brand’s unique
selling proposition
Consider if listening to customers Don’t forget that closeness to the
drive your brand forwards in a market is your strongest asset.
visionary fashion110 Seven brand approaches