Brand Management: Research, theory and practice

Time of origin

Key reading

Keywords

Brand perspective

Consumer

perspective

Scientific tradition

Methods

Managerial keyword

Supporting themes

Brand value

creation

The economic

approach

Before 1985

McCarthy, E. J.

(1964),Basic Market-

ing, a Managerial

Approach,

Homeward: Richard

D. Irwin, Inc. Borden,

N. (1964), The

Concept of the

Marketing Mix, in

G. Schwartz (ed.)

Science in Marketing

The economic man,

transaction theory,

marketing mix, the

Four Ps

Functional

Economic man

Positivism/empiricism

Scanner panel data,

laboratory settings,

quantitative data

Control

'Traditional' market-

ing, the Four Ps

Marketer

Consumer

The identity

approach

Mid-1990s

Hatch, M.J. and

Schultz, M. (1997)

'Relations between

organizational

culture, identity and

iImage',European

Journal of Marketing

Corporate branding,

identity, organiza-

tional culture, vision,

image

Corporate

Stakeholder

Socio-economic con-

structivism/interpre-

tivism

Organizational culture

studies and organiza-

tional values

Heuristic methods,

storytelling.

Monologue

Organizational

identity, corporate

identity, image, rep-

utation

Marketer

Consumer

The consumer-

based approach

1993

Keller, K. L. (1993),

'Conceptualizing,

Measuring, and Man-

aging Customer-

Based Brand Equity',

Journal of Marketing

Customer-based

brand equity, brand

image, brand asso-

ciations

Cognitive construal

Computer

Cognitive

psychology

Cognitively based

association maps,

interviews, projective

techniques

Programming

Cognitive psychology,

the information-pro-

cessing consumer

Consumer

Marketer

Figure 11.1Taxonomy of brand management 1985–2006