approach 85; key reading 246; key
words 246; managerial guidelines
107–8; ‘market sensing’ priority 103;
methods 246; multidisciplinary approach
112, 113; non-cognitive issues 113;
organizational vision 108, 109; and
relational approach 112; scientific
tradition 246; strategy, emphasis on
107–8; supporting themes 246; time of
origin 246; see alsobrand equity;
cognitive perspective; consumer choice
theory
consumer choice theory 84, 85, 87, 88f,
91–92, 97–98, 106
consumer perspective 248
corporate branding 50–52, 55, 61–62, 64,
78
corporate identity 23, 48, 49–50, 53,
56–57, 65–68, 259n1
cultural approach 3, 25; anti-brand
activities 208, 212, 222, 223, 224,
231–32, 235; brand, definition of 210;
brand-consumer exchange 210–11;
brand perspective 247; brand value
creation 247; citizen-artist brand
222–24, 232–34; consumer culture 209;
consumer perspective 247; cultural
consumption theory 214–16, 223–24;
cultural studies 25, 208, 211, 227;
Doppelgänger brand image 231–32; do’s
and don’ts 234; ethnographic studies
226; identity projects, cultural 210, 212;
key reading 247; key words 247; macro-
level culture 209–10, 211–12, 212, 224,
226; ‘market man’ (homo mercans)211,
212; marketer, role of 211; methods 25,
211–12, 225–26, 247; No Logo
movement 213–14, 220–21, 224;
phenomenological interviews 226;
scientific tradition 247; semiotics
225–26; summary of 227–28; supporting
themes 247; time of origin 247; see also
cultural branding; iconic brands,
management of
cultural branding: advertising 218; brand
icons 208, 212, 217–18; brand myths
238; brand stories 237, 238; brand
symbolism 235–36, 237, 238; change,
moving through 220; communication
218–19; cultural histories 237; cultural
icons 217–18; definition of 216–17;
development of 236; iconic status, rise to
218–20; identity brands 217–18, 223;
and mindshare model 220t, 236, 238–39,
240; societal desires 237; see alsoiconic
brands, management of
cultural branding model 255, 256
cultural consumption theory 214–16,
223–24
customer centrality dimension 251–52data collection: chronometric analysis 100;
consumer-based approach 99–100, 102;
cultural approach 225–26; economic
approach 40, 41; ethnographic methods
192–93, 196, 197–98; input-output
methods 99, 102; matrix arrays 99–100,
100t; process-tracing approaches
99–100, 102; prompted protocols 99;
soft 23; verbal protocols 99
data interpretation, macro-level culture
211–12, 224, 226
depth interviews 177; biographical
questions 168, 169t; conducting 168–69;
depth versusbreadth 167; felt
experiences 166; grand-tour opening
questions 168, 169t; life story methods
167–68; playing dumb 168, 169t;
prompting techniques 168, 169t
Doppelgänger brand image 231–32
Dr Pepper 148
dyadic brand relationship 24, 120, 154–55,
163, 172economic approach 3; behaviour of
optimization 33; brand-consumer
exchange 31f, 32–34; brand perspective
246; brand value creation 246; classical
marketing theory 30; consumer
perspective 246; data collection 40, 41;
‘economic man’ 31–32, 33; as
foundational 29–30, 31, 43; functionalist
brand perspective 23; ‘invisible hand’
principle 31, 32b, 33, 34, 35; key
reading 246; key words 246; managerial
tasks 43; market forces 31; marketing
mix concept 23, 30, 37–39, 40–41,
42–44, 45; mathematical models 40, 42;
micro-economic theory 31–32, 44;
push– versuspull-oriented approaches
43; quantitative methods 22, 23, 40, 41,
42, 246; rational choice 31–32, 33, 34;
regression analysis 41–42; scientific
tradition 246; summary 34, 39;
supporting themes 246; time of origin
246; transaction cost theory 32–34,
35–36
‘economic man’ 31–32, 33264 Subject Index