Brand Management: Research, theory and practice

Table 11.3

A comparison of axioms across four branding models

Cultural branding

Mind-share branding

Emotional branding

Viral Branding

Key words

Cultural icons

DNA, brand essence,

Brand personality,

Stealth marketing, coolhunt,

genetic code, USP

experiential branding,

meme, grass-roots,

benefits, onion model

brand religion,

infections, seeding,

experience economy

contagion, buzz

Brand definition

Performer of, and container A set of abstract

A relationship partner

A communication unit

for, an identity myth

associations

Branding definition

Performing myths

Owning associations

Interacting with and

Spreading viruses via lead

building relationships with customerscustomers

Required for a

Performing a myth that

Consistent expression of

Deep interpersonal

Broad circulation of the

successful brand

addresses an acute

associations

connection

virus

contradiction in society

Most appropriate

Identity categories

Functional categories,

Services, retailers,

New fashion, new

applications

low-involvement categories, specialty goods

technology

complicated products

Company’s role

Author

Steward: consistent

Good friend

Hidden puppet master:

expression of DNA in all

motivate the right consumers

activities over time

to advocate for the brand

Source of customer value

Buttressing identity

Simplifying decisions

Relationship with the brand Being cool, fashionable

Consumers’ role

• Personalizing the brand’s • Ensuring that benefits


• Interaction with the brand • ‘Discovering’ brand as

myth to fit individual

become salient through

• Building a personal

their own, DIY

biography

repetition

relationship

• Word of mouth
  
  
  • Ritual action to experience • Perceiving benefits when the myth when using product buying and using product
  
  
  
  

Source

Holt 2004, p. 14, reprinted with permission by Harvard Business School Press, Boston MA.