Brand Management

“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.”

Albert M. Muniz, Jr., DePaul University and Thomas C. O’Guinn, University of Wisconsin

For over two decades it has been argued that the brand is an important value creator and should therefore be a top management priority. However, the definition of what a brand is remains elusive.

This comprehensive book presents the reader with an exhaustive analysis of the scientific and paradigmatic approaches to the nature of brand as it has developed over the last twenty years. Taking a multidisciplinary approach and offering an exhaustive analysis of brand research literature, it delivers a thorough understanding of the managerial implications of these different approaches to the management of the brand.

Brand Management: Research, theory and practice fills a gap in the market, providing an understanding of how the nature of brand and the idea of the consumer differ in these approaches, and offers in-depth insight into the opening question of almost every brand management course: ‘What is a brand?’

Tilde Heding and Charlotte F. Knudtzen both lecture in strategic brand management at Copenhagen Business School. Tilde and Charlotte have published widely, while also running their own brand management consultancy, Heding & Knudtzen. Mogens Bjerre is associate professor of Marketing at Copenhagen Business School. He has published extensively in the fields of franchising, key accounts management, strategic relationship marketing and retailing.

Brand Management

Research, theory and practice

Tilde Heding, Charlotte F. Knudtzen

and Mogens Bjerre

First published 2009 by Routledge

2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN

Simultaneously published in the USA and Canada by Routledge

270 Madison Ave, New York, NY 10016

Routledge is an imprint of the Taylor & Francis Group, an informa business

This edition published in the Taylor & Francis e-Library, 2008.

“To purchase your own copy of this or any of Taylor & Francis or Routledge’s collection of thousands of eBooks please go to www.eBookstore.tandf.co.uk.”

© 2009 Tilde Heding, Charlotte F. Knudtzen and Mogens Bjerre

Typeset in Times New Roman by Saxon Graphics Ltd, Derby Printed and bound in Great Britain by MPG Books, Bodmin

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.

British Library Cataloguing in Publication Data

A catalogue record for this book is available from the British Library

Library of Congress Cataloguing in Publication Data

Library of Congress Cataloging-in-Publication Data Heding, Tilde.

Brand management : research, theory and practice / Tilde Heding, Charlotte F. Knudtzen and Mogens Bjerre.

p. cm.

ISBN 978–0–415–44326–5 (hbk.) – ISBN 978–0–415–44327–2 (pbk.) – ISBN 978–0–203–99617–1 (ebook) 1. Brand name products–Management. 2. Branding (Marketing) I. Knudtzen, Charlotte F. II. Bjerre, Mogens, 1959III. Title.

HD69.B7H43 2008 658.8 27–dc22 2008021896

ISBN 0-203-99617-8 Master e-book ISBN

ISBN10: 0–415–44326–1 (hbk)

ISBN10: 0–415–44327-X (pbk)

ISBN10: 0–203–99617–8 (ebk)

ISBN13: 978–0–415–44326–5 (hbk)

ISBN13: 978–0–415–44327–2 (pbk)

ISBN13: 978–0–203–99617–1 (ebk)

Contents

vi Contents

6.12Dualistic mechanisms of the consumer-based approach

7.6The brand–self exchange of symbolic brand value in the

8.4Preliminary model of brand relationship quality and its effects

9.4Conceptualization of the community in the sociological

10.3The core theme, its supporting theme, the societal comment