By Martin Walser
As manufacturers have constructed a picture as an crucial, valuable a part of services and products, the review of manufacturers has develop into the topic of considerable learn. Sparked by way of the powerful curiosity in measuring the monetary worth of manufacturers, quite a few makes an attempt to evaluate the price of a model from a advertising standpoint were made recently.
Martin G. Walser generates a standardized scheme for describing and comparing current methods to degree the energy of a model. in this foundation, the writer contributes to the as but restricted clinical examine into the formation of name power via breaking with the good verified "advertising paradigm", which postulates that robust manufacturers are specially the results of ads. in its place, he makes a speciality of "experiential information", i.e. the patrons' event with the emblem, as a primary resource of brand name power. An empirical learn helps the author's conceptual version and invitations either researchers and practitioners to take into account the shoppers' event extra explicitly.
Das Werk wurde mit dem Nestlé-Preis für Wirtschaftswissenschaften 2001 und mit dem Preis der Wirtschaftskammer Tirol 2001 ausgezeichnet.
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Additional info for Brand Strength: Building and Testing Models Based on Experiential Information
Brand as a relationship Definition: A brand is the expression of a relationship between consumer and product (Arnold, 1992 cited after de ChematonylDall'Olmo Riley, 1998, p. 42). ManagementJResearch focus: brand management emphasizes the long-term nature of the consumer-brand interactions and perceives the consumer to have an attitude towards the brand, and the brand to have an attitude towards the consumer 30 Resulting effects: a mutual relationship between the consumer and the brand is developed, the brand is accepted as a person It becomes immediately clear, that this understanding of the brand could be seen as the logical evolution of the "brand as personality"-theme.
Objects of branding activities In the beginning of brand building, the use of brands has been restricted to (industrial) physical goods only. One possible reason is that the fundamental function of the brand as means of identification was not needed in the primary and tertiary sectors of the economy at that time. The primary sector mainly produced commodities (milk, com, beef, coal, metals), which were thought of as being physically identical and therefore not object of branding activities. The tertiary sector was largely undeveloped and consisting of single service-operators which only produced for local markets and therefore did non need brands in a modem sense.
27) ManagementJResearch focus: the numerous subsystems (product, sales system, advertising, distributors, customers, the pUblic, .... ) Resulting effects: a holistic understanding of the complex brand phenomenon taking into account that a brand is a non-trivial system which can not entirely be "created" by the brand manager This understanding was introduced into the German literature by Brandmeyer/Otte (1992) and is influenced by the early insights of Domizlaff (1929). The basic idea is that a brand is a "living" system with continually changing nature.
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