Brands and branding: Research findings and future priorities

"Without question, branding is a complex management area that deserves study from a variety of different perspectives and academic traditions. By providing a multi-disciplinary approach, this textbook provides a welcome and invaluable resource for thoughtful students, scholars, and practitioners who want to fully understand branding and brand management." Kevin Lane Keller, Tuck School of Business at Dartmouth "At last a book that cuts through the clutter about understanding brand and so clearly clarifies the brand concept. A book that superbly bridges the academic domain and enables practitioners use it to build brand equity." Leslie de Chernatony, Birmingham University Business School "We think this is an excellent treatment of our topic. Thorough and complete, yet concise and very readable. We love the design and structure, both with regards to the seven approaches, as well as to the four layers within each approach." All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers.

contribute to brand value, which we defi ne as the sale or replacement value of a brand, and which implies a companybased perspective. We believe that one of the primary reasons no generally accepted measure of brand equity has surfaced in the past 15 years is that brand equity and brand value frequently are treated as the same construct. 1 -4 We suggest that the fi rst

In consumer marketing, brands often provide the primary points of differentiation between competitive offerings, and as such they can be critical to the success of companies. Hence, it is important that the management of brands is approached strategically. However, the lack of an effective dialogue between functions that are disparate in philosophy and do not have a common and compatible use of terminology may be a barrier to strategic management within organisations. No more is this evident than between the functions of marketing and accounting. This article seeks to establish the relationships between the constructs and concepts of branding, and to provide a framework and vocabulary that aids effective communication between the functions of accounting and marketing. The assumption in the article is that good communication between functions within organisations aids strategic management. A model for the management of brand equity is also offered.

Routledge eBooks, 2016

What ls a brand and how do we measure its market performance? 1 1 Brand definitions and conceptualizations: the debate 3 Francesca Dall'Olmo Riley 2 Measuring the ~rket performance ofbrands: applications in brand management 13 ]aywant Singh and Mark Uncles 3 Consumer-based brand equity 32 Sally Baalbaki and Francisco Guzman 4 Brand valuation: principles, applications and latest developments 48 Gabriela Salinas 5 Brands and the seif 68 Russell Belk 6 Brands and the society 79 Paurav Shukla 7 Dead brand walking: on the paradoxes and perversities of branding 92 Stephen Brown PART II Strategie brand management 107 8 Brand architecture design and brand naming decisions 109 C. U'han Park, Deborah]. Madnnis and Andreas B.

Brands are perceived as valuable assets from both consumer and company perspectives. Business leaders are fully aware of the importance of brand, branding and brand management for their survival and maintaining sustainable development in competitive and globalized world. The importance of brand, branding and brand management is not only felt and experienced by corporate but even the countries, individuals and political parties are not untouched with this. This paper provides a synthesis of the fragmented literature on brand management that is organized under seven heads: different definitions on brand, layers of brand, importance of brand management, brand concept management, brand management models, current trends in brand management and conclusions. The ultimate section of the work that is future scope will open the path for future research in the area of brand, branding or brand management

In consumer marketing, brands often provide the primary points of differentiation between competitive offerings, and as such they can be critical to the success of companies. Hence, it is important that the management of brands is approached strategically. Brands play a critical role in a firm's international expansion. A coherent international brand architecture is a key component of the firm's overall international marketing strategy as it provides a structure to leverage strong brands into other markets, assimilate acquired brands, and rationalize the firm's international branding strategy. This paper is a review of the brand literature and his aim is to examine the brand concepts developed by management and the dynamic nature of brands in terms of changing brand strategy and increasing consumer sophistication.

Journal of Marketing Research, 1994

Recent headlines in the popular press (e.g., "What's in a Name? Less and Less," "Brands on the Run," "Private Label Nightmare," "Marlboro Friday," "The Brand Leader's Dilemma") spell out the plight of brand or product management in today's tough competitive environment. Brand managers have been described as "murderers of brand assets" because such an important function typically has been left in the hands of relatively young, inexperienced managers, overloaded with analytical skills and often very short-term focused (Landler, Schiller, and Therrien 1991). The challenges posed by these conditions require a change in mindset as well as actions on the part of brand managers. These managers are challenged not only by the imperatives of the daily crises forced by customer and competitive market activities, but also by a need to think more strategically about the function of brand management itself. The purpose of this introduction, indeed of this special issue, is to examine issues affecting the state of brand management-the challenges as well as the opportunities. In addressing this objective, we adopt a broad perspective. The issues affecting brand management go beyond those that can be dealt with by the set of articles constituting the special issue. A broad perspective enables us to sketch some directions for research. We discuss problems and opportunities posed by major market forces and their implications for product management. We adopt a "systems" view, which considers brand management as adaptive, responding not only to the actions of competitors, final and intermediate customers, and other stakeholders, but also to its own past actions and reputation. We distinguish brand managers from brand management and discuss some possibilities for new ways of organizing the function. Furthermore, we try to offer some understanding of the' 'causes of causes." That is, rather than restricting ourselves, say, to dis-*Allan D. Shocker is the Curtis L. Carlson Professor of Marketing, University of Minnesota. Rajendra K. Srivastava is the Sam Barshop Professor of Marketing, Chair of the Marketing Department, and Charles LeMaistre Fellow at the IC2 Institute of the University of Texas at Austin. Robert W. Ruekert is an Associate Professor of Marketing, University of Minnesota. They served as coeditors for this special issue on Brand Management.

Journal of Contemporary Issues in Business and Government, 2021

According to the American market association (2010), brand is a term, symbol, name, design, term or any other attribute that can be used to identify the products or services of the company. Globalization has increased the competition in market, education has increased the level of customer awareness about the products, increased level of income has made people brand users and social aspect has made people using branded goods a symbol of social image. Thus, it is very important to understand for a marketer that having a brand is not enough but the effective brand management is also important. Everyday new products, substitutes are coming in the market with innovative features, and attractive prices. In this situation, it is one of difficult issue or challenge to deal with brand management. It is important question before the managers to know that how to maintain the brand equity in the continuously changing environment, where the needs and expectations of the customers are changing continuously. The three important elements of brand equity are brand awareness, brand association and brand loyalty. Brand awareness shows the level of customers to identify the product of the company, brand associations shows the associations between brand and the customer and brand loyalty shows the loyalty of the customers towards the brand. These three elements of the brand equity help in managing a brand by the company.

2019

Strong brands enable businesses to generate sales volume and a price premium that improves revenues and margins, attract and retain the best employees and facilitate expansion into new products and markets. Companies with strong brands also lose value less quickly in a recession, and emerge with a sustainable competitive advantage commanding consistently higher share prices. From this perspective, the aim of this paper is to review the brand value chain, to review and discuss the factors that influence customer based brand equity (CBBE) as starting points for the design of successful marketing and brand strategy and to analyze brand financial value based on different calculation methodologies. CBBE and brand value are similar, but not the same. Very often scholars and practitioners mix these two terms and there is as well a dose of confusion around how they differ. This paper defines their exact meaning and interrelation. Comparative analysis of the top 10 globally ranked brands bas...

Contemporary marketing literature overwhelmingly describes brands from either a managerial or a consumer-centric perspective. The level of analysis is either individual or social. In most cases brands are conceived as tangible or intangible objects. Another stream of research conceives brands as mental representations or socially shared meanings. Each perspective has provided rich insights but bears the danger of being restrictive. Attempting to integrate extant knowledge the paper first presents a brief review and discussion of how the brand phenomenon has been approached in the literature. Secondly, it proposes an integrative perspective, which conceptualizes a brand as encompassing brand manifestations, brand meaning, and a brand interest group that co-produces brand manifestations and co-constructs brand meaning in an ongoing public discourse. Finally, the implications of such an approach for future research and brand management are discussed.

Spanish Journal of Marketing - ESIC, 2018

Purpose This paper aims to help in the development of a better understanding of key brand-related terms and discuss the key challenges and trends in brand management. Design/methodology/approach This is an editorial based mainly on an extensive and broad literature review on brand management. Findings First, this work defines some key brand management terms and presents brand-related issues and concerns that remain unchanged over time. Then it discusses some of the brand management-related matters that are changing since the past few years. Challenges for the management of brands from the side of the companies that have introduced them are then presented. It finally provides a glimpse of the five papers selected for this special issue and then identifies avenues for further research. Originality/value This work and the whole special issue together help in the understanding of the dynamic nature of the management of brands over time with implications to the management and the academi...

2011

Evaluation : see below

Customer based brand equity has traditionally been largely viewed as comprising brand assets and liabilities relating to the brand, its name and symbol. This stream of research, based in cognitive psychology, has commonly defined brand equity as the incremental value or effect of what is known about the brand on consumer response to the marketing of the brand (e.g. brand prominence, differentiation and associations). Recently, an alternative approach has been proposed by , based on signalling theory from information economics. This approach defines brand equity as the value of a brand signal to consumers. This value is created by two mechanisms, reduction of perceived risk in consumption and savings in information acquisition and processing. The purpose of this paper is to integrate the two approaches. Empirical testing was conducted using structural equation modelling, based on data from consumer banking selection decisions. Results provide support for the proposed model.

2014

Branding has emerged as a cornerstone of marketing practice and corporate strategy. This book brings together a curated selection of the most influential and thought-provoking papers on brands and branding from Consumption Markets and Culture, reflecting the wide-ranging, interdisciplinary interest in the topic, accompanied by new introductions from leading brand scholars, including Giana Eckhardt, John F. Sherry, Jr., Sydney Levy, and Morris Holbrook.

CHERKASY UNIVERSITY BULLETIN: ECONOMICS SCIENCES, 2020

The article substantiates the concept of strategic brand management, emphasizes on the direction of brand growth in the long-term prospects. The study discovers that this process involves planning, executing, controlling of marketing and branding strategies, applying for measures of building, measuring and evaluating of brand equity. The basic stages of the evolution of strategic brand management concepts have been formed, the functions and the basic principles of brand management have been discovered , the effective use of which provide the company with additional sales and profit maximization. Along with basic management functions such as planning, organization, leadership and control, brand management uses its own tools, including specific methods and principles, specific models, organizational forms of brand management. Emphasis is placed on the expediency of applying a set of specific methods implemented by specialists in the strategic, tactical, administrative and organizational management of company brands. Keywords: brand, branding, brand management, strategic management of a brand, brand management model, marketing strategy. Introduction. Today strategic brand management is used by companies to support and promote the brand and gain worldwide recognition. The brand activity in the long-run period. This includes an integrative and sustainable policy that helps companies to build, develop and manage their brands. Therefore, the role of strategic brand management and the evolution of generating, development of strategies continues to be relevant today. Literature review. Famous domestic and foreign scientists, such as D. A