Brand management article

Brand management article

The Journal of Brand Management has established itself as the leading authoritative journal on brand management and strategy. Pointing out that marketers of luxury brands have increasingly embraced the use of social media to convey their brands to consumers, the fourth article by Lee et al. To enhance generalisations of the research, the authors conclude by calling for a wider range of enquiry within other industries and use of alternative research designs. We were too, with one big advantage — your help. Brand fidelity: A relationship maintenance perspective. They share approaches and goals. This has important implications for brands. Explaining brand switching behavior using pull—push—mooring theory and the theory of reasoned action. In search of tools for the use of country image CI in the brand. Lim, and O. Once a name is selected, marketers have to choose the advertising strategy to support and communicate the name. Research should also investigate the potential moderating impact of risk and other product characteristics. Most of us are already awash in articles and studies about AI, blockchain, marketing automation, analytics and big data. The next-generation marketing team will itself embody all three of these qualities.

The capabilities required for marketing professionals in this century are already very different. Creative and commercial business-system perspectives must play a greater role in team composition, so that companies can look up and down the value chain to imagine and experiment with new ways of operating.

Three Phase Brand Development Strategy : Strong, enduring brands are built upon a rigorous understanding of themselves, their customers and the competitive marketing context.

Brand management articles pdf

Lim, and O. Luxury brand-building and development: New global challenges, new business models. The leaders that are doing so are outcompeting their rivals. They have found it natural to do much of their marketing themselves. Indeed, too often it squeezes out the more innovative dispositions and the exploration and experimentation they bring. The research discusses prior research on consumer reactions to products, companies and CSR initiatives and the relevance and importance of moderators. From start to finish we recorded the shaping forces of strategy, markets, culture, consumer behavior, over-communication, category disruption, the speed in which our discipline is changing and how brands are responding to earn a place in the future.

Is luxury expensive? Future research is suggested to test the models applicability for other cities in Asia. Accelerating change is happening globally, but around the world, markets differ in how much they trust the information they get. This year was no exception.

The journal regularly publishes special issues focused on a single theme, issue or subject.

brand management strategies

In traditional marketing teams, the action-oriented, authority-driven mind-set rules. Remember Your Roots.

Brand management articles 2018

The goals, objectives, and mission of any organization should be in line with the branding strategy employed. Not at all. Journal of Brand Management 25 1 : 3— Taylor, G. Future research is suggested to explore cases in additional markets, including emerging markets. But the complexity inherent in the system suppresses its ability to absorb that experimentation or use it on a larger scale. The journal offers expert views on building, maintaining and defending a brand, with coverage including brand valuation; brand equity; brand heritage and history; brand reputation, identity and image; brand credibility and trust, and other topics. Crescitelli, and E. The model considers brand signal quality, brand signaller quality and brand signal channel quality, in relation to employee brand understanding. Joseph Jeya Anand. CrossRef Google Scholar Copyright information. Among other aspects, their research considers the hierarchy of core values in relation to a corporate brand and proposes a basis for management of the paradox due to brand evolution. The editors also usefully scope out future research required in the area including 1 further validation of the relevance of IBM, 2 increasing the generalisability of IBM research findings, 3 deepening and 4 broadening the IBM framework and 5 an extension of methodologies in the area Piehler et al.
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Branding: a trend for today and tomorrow