search query: @author Chernatony, L. de / total: 22
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| Author: | Chernatony, L. de Dall'Olmo Riley, F. |
| Title: | Modelling the components of the brand |
| Journal: | European Journal of Marketing
1998 : VOL. 32:11-12, p. 1074-1090 |
| Index terms: | Brands Marketing strategy Products Models Research |
| Language: | eng |
| Abstract: | Models of the components of brands are gaining more attention among practitioners and academics. In this article, it is reviewed why managers have a tendency to develop mental models and overview the key published models of the components of brands. Among 20 leading edge brand practitioners it is found evidence of their using their own mental models to make sense of brand complexity. There were similarities between elements of their models and those of the "atomic brand model". This particular model was favourably received by experts and from their evaluations it is proposed the more comprehensive "double vortex model" of the brand. |
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