Brand Management: Research, theory and practice

approaches. The challenges come from two sides: the relational approach (of
chapter 8) and the cultural approach (of chapter 10).
The relational approach does not explicitly define itself in opposition to the
consumer-based approach. The relational approach, however, is influenced by
phenomenology, which is a scientific and philosophical tradition stressing the
‘inner reality’ of consumers. In the world of brand management and consumer
research the phenomenological view of the world defines itself in opposition to the
information-processing view (see table 8.2). Thereby, the consumer-based and the
relational approach represent very different points of departure when it comes to
understanding the consumer and managing the brand.
The cultural approach (or its most important author, Douglas B. Holt) is much
more explicit in his critique of the consumer-based approach. Holt defines four
different branding models (see table 11.3) and stresses ‘the mindshare model’
(comparable to the consumer-based approach) as the dominant one. The cultural
approach is then neatly formulated as a viable alternative to the consumer-based
approach stressing its Achilles heel of emphasizing consistency in communi-
cation. In the cultural approach the brand is seen as a cultural artefact influenced
by changes in time and culture (see a comparison between the two branding
models/brand approaches in table 10.1).

112 Seven brand approaches

Comments from the ‘founding fathers’(2)

The value of consumer-based approaches to the study of branding and

brand management

Kevin Lane Keller, Tuck School of Business, Dartmouth College

Without question, branding is a complex management area that deserves

study from a variety of different perspectives and academic traditions. By

providing a multidisciplinary approach, this book provides a welcome and

invaluable resource for thoughtful students, scholars, and practitioners who

want to fully understand branding and brand management.

This chapter introduced some of the key tenets of the consumer-based

approach. As any good brand researcher will admit, any approach to the

study of branding and brand management will have its advantages and

disadvantages. Part of the power of a consumer-based approach is that it

squarely focuses on the consumer as being at the heart of brand equity.

Consumer-based approaches, if properly invoked and interpreted, are

extremely versatile and can provide detailed insights as to how consumers

make all kinds of brand-related choices.

Consumer-based approaches capitalize on the numerous research and

industry advances in the study of consumer behaviour – how consumers think,

feel, and act towards brands, products, services, companies, other consumers,

and so on. Consumer-based approaches can provide the foundation for how