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Summary Articles Brand Management in short
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Hereby a small summary of the articles in Brand Management .
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By: mtunnisen • 6 year ago
Not what was to be expected, wrong substance
By: Mirtevanschaijk • 6 year ago
Too bad it is not what you expect. You can see in the table of contents which articles I summarize.
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SUMMARY BRAND MANAGEMENT 2017-2018 SEND TO : STUVIATable of Contents
Article 1 Conceptualizing, Measuring, and Managing Customer-Based Brand Equity ....................... 2
Article 2 What makes a brand manager effective? ............................................................................. 5
Article 3 Reviving Sleeping Beauty Brands by Rearticulating Brand Heritage..................................... 7
Article 4 The Industrial Brand Personality Scale: Building Strong Business-To-Business Brands ........ 9
Article 5 brand architecture strategy and firm value: How leveraging, separating, and distancing
the corporate brand affects risk and returns......................................................................................... 10
Article 6 harmful upward line extensions: can the launch of premium products result In
competitive disadvantages ..................................................................................................................... 11
Article 7 From “Where” to “what”: distributed representation of brand associations in the human
brain. 13
Article 8 Values associated with luxury brand consumption and the role of gender ....................... 14
Article 9 Multi-method research on consumer-brand associations: Compared free associations
storytelling and collage ........................................................................................................................... 15
Article 10 exploring consumer knowledge structures using associative network analysis ................ 16
Article 11 Understanding customer experience throughout the customer journey .......................... 17
Article 12 the impact of brand reating dispersion on firms value....................................................... 18
Page 1 of 18
MADE BY: MIRTE VAN SCHAIJK
,SUMMARY BRAND MANAGEMENT 2017-2018 SEND TO : STUVIA
Article 1 Conceptualizing, Measuring, and Managing Customer-Based Brand Equity
Model Associative network memory model
Associative Knowledge as consisting of a set of nodes and links. Nodes are stored
network information connected by links that vary in strength.
Retrieval in A spreading activation process from node to node.
memory
Brand A brand node in memory to which a variety of associations are linked.
knowledge Brand knowledge is defined in terms of two components
• brand awareness
• brand image
Brand Is related to the strength of the brand node or trace in memory, as reflected by
awareness consumers' ability to identify the brand under different condition.
Brand Consumers' ability to confirm prior exposure to the brand when given the
recognition brand as a cue.
Brand recall Consumers' ability to retrieve the brand when given the product category, the
needs fulfilled by the category, or some other type of probe as a cue.
Brand image is perceptions about a brand as reflected by the brand associations held in
consumer memory.
Brand Are the other informational nodes linked to the brand node in memory and
associations contain the meaning of the brand for consumers.
Dimensions The favorability, strength and uniqueness of brand associations play an
important role in determining the differential response that makes up brand
equity (especially in high involvement situations).
1.2.1 Three types of brand associations
1. Attributes Descriptive features that characterize a product or service, distinguished
according to how direct they relate to product/service performance.
• Product-related Ingredients necessary for performing the product/service function
sought by customers.
▪ Non-product- External aspects of the product/service that relate to its purchase or
related consumption. (1) price, (2) packaging, (3) user imagery, (4) usage
imagery.
2. benefits The personal value consumers attach to the product or service attributes
• Functional Intrinsic advantages of product/service categories (product-related)
• Experiential What feels like to use the product (product-related)
▪ Symbolic Extrinsic advantages of product consumption (non-product related)
3. Attitude Consumers’ overall evaluation of a brand which forms the basis of consumers
behavior (e.g. brand choice)
Page 2 of 18
MADE BY: MIRTE VAN SCHAIJK
, SUMMARY BRAND MANAGEMENT 2017-2018 SEND TO : STUVIA
Model Expectancy-value model /Fishbein Multi-attribute model
Brand attitudes can be related to beliefs about Brand attitudes can be related to beliefs about
Perceived Quality Value-expressive
• Product related attributes ▪ Non-product-related
• Functional benefits ▪ symbolic
• Experimental benefits
Three dimensions of brand associations
1. Favorability Associations differ according to how favorably they are evaluated.
(positive or negative)
• consumers are unlikely to vies an attribute or benefit as very good or bad if they do not
also consider it to be very important
• It is difficult to create a favorable associations for an unimportant attribute.
• An association may be valued in one situation but not another.
2. Strength The strength of connection to the brand node
• Depends on how the information enters consumer memory (encoding) and how it is
maintained as part of the brand image (storage)
• Is a function of quantity and the nature or quality of the processing the information
receives at encoding.
3. Uniqueness Brand associations may or may not be shared with other competing brands.
• Shared associations can help to establish catogery membership
Page 3 of 18
MADE BY: MIRTE VAN SCHAIJK
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