Towards an identity-based branding

被引：34

作者：

Burmann, Christoph ^{[1
]}

Hegner, Sabrina ^{[1
]}

Riley, Nicola ^{[1
]}

机构：

[1] Univ Bremen, Chair Innovat Brand Management, D-28359 Bremen, Germany

来源：

MARKETING THEORY | 2009年 / 9卷 / 01期

关键词：

brand identity; brand image; brand management; brand strategy; inside-out; outside-in; value creation;

D O I：

10.1177/1470593108100065

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

While it is recognized that brands can play a pivotal role in a company's value generation, the levers which determine success have been far more difficult to identify. One of the reasons for this is that a large body of research still focuses on establishing a rather narrow definition of the brand as being only a communication vehicle. In this paper we develop a two dimensional approach towards brands: first, the brand as perceived by actual and potential buyers, i.e. the 'outside-in perspective' based on the image of a brand; second, the brand as constructed and managed by the owner/manager of the brand, i.e. 'the inside-out perspective' based on the identity of a brand.

引用

页码：113 / 118

页数：6

共 25 条

[11]

BURMANN C, 2008, 31 CHAIR INN BRAND M

[12]

BURMANN C, 2007, 28 CHAIR INN BRAND M

[13]

Burmann Christoph, 1996, 18 U CAMBR JUDG I MA

[14]

de Chernatony L., 2000, Corporate Reputation Review, V3, P268

[15]

Dunn M, 2003, MARK MANAG, V12, P32

[16]

Ind N., 2007, BRANDING GOVERNANCE

[17]

Interbrand, 2007, 2007 BRAND MARK REP

[18]

Kapferer Jean-Noel., 2004, NEW STRATEGIC BRAND

[19]

Keller K.L., 2007, Strategic Brand Management: Building, Measuring, and Managing Brand Equity

[20] CONCEPTUALIZING, MEASURING, AND MANAGING CUSTOMER-BASED BRAND EQUITY [J].

KELLER, KL .

JOURNAL OF MARKETING, 1993, 57 (01) :1-22

← 1 2 3 →