Table 11.2
Four brand management paradigms
The product paradigmThe projective paradigmThe adaptive paradigmThe relational paradigmBrand–consumerSilenceMonologueListeningConversationexchange metaphorMarketing focusProduct orientationBrand logicCustomer orientationRelationshipBrandBRANDMarketing mixBrand identityBrand imageRelationshipManagementMANAGEMENT FOCUSBRANDLogo, legal, instrumentIdentity system, company Image, shorthand device, Relationship, personality,DEFINITIONrisk reducer, adding value, evolving entityvalue systemBRAND ROLESProduct-centred rolesFirm-centred rolesConsumer-centred rolesSymbolic partnersupporting communication, associated with thefacilitating decision-coconfiguring the relationaladvertising and legalunilateral creation andmaking, reducing risksdomain for firm–customerprotectionsustenance of competitive inherent to productinteractionadvantage through theacquisition and providingdifferentiation and/oremotional valueefficiency (cost leadership)DIMENSIONS OFMarketing programme,Organizational strategy,Brand image, brandOrganizational strategy,BRANDbrand elements as residual brand identity charter,elements, marketingbrand identity charter, brandMANAGEMENTdecisionsbrand elements,programmeimage, brand history, brandmarketing programmeelements, marketing programmePERFORMANCEProduct-based Brand-based Consumer-based Process-basedMETRICS(financial perspective)(internal perspective)(customer perspective)(balanced scorecard)BRANDFunctional, product/Functional, product/Functional, product/Customer management,MANAGEMENTbrand management,brand management,brand management,entrepreneurial brandSTRUCTUREproduct/market product/marketproduct/marketmanagementStrategySTRATEGIC InternalInternalExternalInternal/externalformationORIENTATIONSTRATEGIC FOCUSProduct and positionsResources and capabilities Contexts and consumersIntegrations and interactionsSourceAdapted from Louro and Cunha (2001), p. 857