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| Author: | Serota, K. B. Bhargava, M. |
| Title: | Brand-usage networks: a demand side approach to brand architecture |
| Journal: | Journal of Strategic Marketing
2010 : OCT, VOL 18:6, p. 451-471 |
| Index terms: | brands network analysis market structure consumer behaviour USA |
| Language: | eng |
| Abstract: | Brand architecture consists of the understanding of the value and role of each brand to the firm, which is vital for the management of a brand portfolio. The paper suggests an application of network analysis to be an effective demand side method for enhancing the use of brand architecture in strategy design. Data from the US car rental industry is used to exemplify the structure of the interactions between brands and usage, providing useful knowledge of the role of brand architecture in developing brand portfolio strategies. In addition, a network analysis is conducted in one car rental company to demonstrate its strategic application. |
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