haku: @journal_id 69 / yhteensä: 714
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| Tekijä: | Whan Park, C. Janorski, B. J. Maclnnis, D. J. |
| Otsikko: | Strategic brand concept-image management. |
| Lehti: | Journal of Marketing
1986 : OCT, VOL. 50:4, p. 135-145 |
| Asiasana: | BRANDS MARKETING RESEARCH MARKETING MANAGEMENT MARKETING MIX |
| Kieli: | eng |
| Tiivistelmä: | Conveying a brand image to a target market is a fundamental marketing activity. A normative framework,termed brand concept management (BCM) for selecting,implementing and controlling a brand image over time is presented. It consists of a sequential process of selecting,introducing,elaborating and fortifying a brand concept. The concept guides positioning strategies,and hence the brand image,at each of these strategies. The method for maintaining this concept-image linkage depends on whether the brand concept is functional, symbolic or experimental. Maintaining this linkage should enhance the brand's market performance. |
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