Academic journal article IUP Journal of Brand Management

Focus

Academic journal article IUP Journal of Brand Management

Focus

Article excerpt

In the ever dynamic and changing world of brand management, one or the other strategic innovation or development is always introduced in the business arena. This makes the brand managers to always be on their toes, anticipating what is going to happen next-when and where.

In the first paper, "Can You Feel It? - The Effect of Brand Experience on Brand Equity", the authors, Thomas Cleff, I Chun Lin and Nadine Walter, measure the influence of five different types of experiences-sensory (SENSE), affective (FEEL), cognitive (THINK), behavioral (ACT), and relational (RELATE)-on brand equity through an empirical study of Starbucks in Taiwan. Their empirical study has revealed a positive impact of brand experience on brand awareness and brand image. The authors contend that Starbucks succeeds by creating a sensory stimulation through sight, sound, touch, taste and smell, stimulating positive emotions and moods which positively affect its brand image.

In the second paper, "Need States: The Missing Link to the Brand Portfolio Strategy Paragon", the authors, Henrik Uggla and Björn Nyberg, attempt to align brand portfolio management with the composite need-states segmentation and holistic processes of the firm. They claim that empirical highlights from Nestlé, McDonald's, L'Oreal Group and Cloetta provide deepened perspective on the issues of bridging brand portfolio management and customer-based brand equity. The authors claim that their paper provides a preliminary model, the brand portfolio paragon, in order to facilitate further integration and alignment between brand portfolio management and its various expressions, such as brand architecture and consumer need states, beyond company market share and other expressions. …

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