This textbook provides a comprehensive overview of identity-based brand management based on current research. The authors focus on the design of the brand identity, which covers the internal perspective of brand management, and the resulting external brand image perceived by consumers and other audiences. The book covers topics such as brand positioning, the design of the brand architecture and brand elements, the management of brand touchpoints and the customer journey, as well as multi-sensory brand management and brand management in a digital environment. Further topics covered are international brand management, brand management in the retail sector, in social media and on digital brand platforms (electronic marketplaces). Numerous practical examples illustrate the applicability of the concept of identity-based brand management. The authors show that the concept of identity-based brand management is a valuable management model to make brands successful. In the 2nd edition, all chapters were fundamentally revised and up-to-date practical examples as well as latest research findings were added.
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Author(s): Christoph Burmann, Nicola-Maria Riley, Tilo Halaszovich, Michael Schade, Kristina Klein, Rico Piehler
Edition: 2
Publisher: Springer Gabler
Year: 2023
Language: English
Pages: 321
City: Wiesbaden
Preface
Contents
1 Basics of Identity-Based Brand Management
1.1 Current Challenges in Brand Management
1.2 The Emergence of Identity-Based Brand Management
1.3 Identity-Based Brand Definition
1.4 The Basic Concept of Identity-Based Brand Management
1.5 Comparison with Other Brand Management Approaches
1.5.1 Approach by Kevin Lane Keller
1.5.2 Approach by David A. Aaker
1.5.3 Approach by Jean-Noël Kapferer
1.5.4 Approach by Leslie de Chernatony
1.6 Current State of Identity Research
1.6.1 Social Science Identity Research
1.6.1.1 Social Science Approaches
1.6.1.2 Constitutional Features of Brand Identity
1.6.1.3 Groups as Identity Objects in the Process of Ascribing Identity
1.6.2 Economic Identity Research
1.6.2.1 New Institutional Economics
1.6.2.2 Corporate Culture Research
1.6.2.3 Corporate Identity Research
1.7 Conceptual Design of the Brand Identity
1.7.1 Brand Origin
1.7.2 Brand Vision
1.7.3 Brand Competence
1.7.4 Brand Values
1.7.5 Brand Personality
1.7.6 Brand Offer
1.8 Conceptual Design of Brand Image
1.8.1 Purpose of Brand Image
1.8.2 Stimulus processing in the brain to create brand images
1.8.3 Storing Brand Images in Memory
1.8.4 Neuroscientific Implications for Identity-Based Brand Management
1.9 Authenticity in Identity-Based Brand Management
1.9.1 Relevance and Object of Brand Authenticity
1.9.2 Implications for Identity-Based Brand Management
1.10 Management Process of Identity-Based Brand Management
References
2 Strategic Brand Management
2.1 Situation and Identity Analysis
2.2 Brand Objectives
2.2.1 Objectives of Internal Brand Management
2.2.1.1 Brand Citizenship Behaviour as a Behavioural Internal Objective
2.2.1.2 Brand Commitment
2.2.1.3 Brand Understanding
2.2.2 Objectives of External Brand Management
2.2.2.1 External Behavioural Objectives
2.2.2.2 Brand Attachment
2.2.2.3 Brand Trust
2.3 Brand Positioning
2.3.1 Definition and Importance of Brand Positioning
2.3.2 Process of Identity-Based Brand Positioning
2.3.2.1 Determining Target Groups and Competitors
2.3.2.2 Identifying Potential Benefit Dimensions Suitable for Positioning
2.3.2.3 Selection of Appropriate Benefit Dimensions
2.3.2.4 Formulation of the Brand Promise
2.3.2.5 Communication of the Brand Promise
2.3.3 Brand Repositioning as a Distinct Form of Positioning
2.4 Brand Architecture
2.4.1 Classification and Definition of Brand Architecture
2.4.2 Hierarchisation of a Brand Portfolio
2.4.3 Strategic Design of Brand Architecture
2.4.3.1 Designing the Vertical Dimension of Brand Architecture
2.4.3.2 Designing the Horizontal Dimension of Brand Architecture
2.5 Brand Evolution
2.5.1 Classification and Definition of Brand Evolution
2.5.2 Brand Consolidation
2.5.2.1 Immediate Withdrawal
2.5.2.2 Skimming
2.5.2.3 Focusing
2.5.2.4 Brand Migration
2.5.3 Brand Extension
2.5.3.1 Line Extension
2.5.3.2 Category Extension
2.5.3.3 Geographical Expansion
2.5.3.4 Brand Licensing
2.5.3.5 Co-Branding Strategy
2.5.3.6 Autarky Strategy
2.6 Brand Budgeting
2.6.1 Tasks of Brand Budgeting
2.6.2 Budgeting Process
References
3 Operational Brand Management
3.1 Internal Operational Brand Management
3.1.1 Moderating Influences on Brand Citizenship Behaviour
3.1.1.1 Structure and Process Fit
3.1.1.2 Resource and Competence Fit
3.1.2 Tools for Influencing Brand Understanding, Brand Commitment, and Brand Citizenship Behaviour
3.1.2.1 Internal Brand Communication
3.1.2.2 External Brand Communication
3.1.2.3 Brand-Oriented HR Management
3.1.2.4 Brand-Oriented Leadership
3.2 External Operational Brand Management
3.2.1 Selection of Brand Elements
3.2.1.1 Brand Protection
3.2.1.2 The Brand Name
3.2.1.3 The Brand Logo
3.2.1.4 Brand Characters
3.2.1.5 Slogans and Jingles
3.2.2 Designing the Marketing Mix: Product and Program Policy
3.2.2.1 Product Design and Packaging
3.2.2.2 Emotionalization through Brand Experiences
3.2.3 Designing the Marketing Mix: Pricing Policy
3.2.4 Designing the Marketing Mix: Distribution Policy
3.2.5 Designing the Marketing Mix: Communication Policy
References
4 Identity-Based Brand Control
4.1 Internal and External Brand Performance Measurement
4.1.1 Conceptualisation of Internal and External Brand Strength
4.1.2 Selected Tools for Brand Performance Measurement
4.2 Brand Valuation
4.2.1 Customer Equity vs. Brand Equity as Top Indicators of Brand Control
4.2.2 The Necessity of Brand Valuation and Criteria for Its Usefulness
4.2.3 Balance Sheet Requirements for Brand Valuation
4.2.4 Brand Valuation Approaches
4.2.5 Identity-Based Brand Valuation
References
5 Special Identity-Based Brand Management Use Cases
5.1 International Identity-Based Brand Management
5.1.1 Standardisation vs. Differentiation in International Marketing
5.1.2 Important Determinants of Consumer Behaviour Toward Brands in International Markets
5.1.2.1 National Culture
5.1.2.2 Level of National Economic Development
5.1.2.3 Sociodemographic Structure of Society
5.1.2.4 Brand Origin
5.1.3 Strategic and Operational International Brand Management
5.1.3.1 Market Entry Timing
5.1.3.2 Brand Positioning in an International Context
5.1.3.3 International Brand Architecture
5.1.3.4 Internal Brand Management in an International Context
5.1.3.4.1 Influence of Culture on Brand Commitment
5.1.3.4.2 Influence of Culture on Brand-Oriented Leadership
5.1.3.4.3 Influence of Language and Culture on Internal Brand Communication
5.2 Identity-Based Brand Management in Retail
5.2.1 Retail-Oriented Brand Management of Manufacturers
5.2.2 Identity-Based Management of Retail Brands
5.2.3 Identity-Based Management of Private Label Brands
5.3 Identity-Based Brand Management Online and on Social Media
5.3.1 Challenges for Brand Management Posed by Digitalisation
5.3.2 Online and Social Media Communication Tools
5.3.3 Brand Management on Social Media
5.3.3.1 Differentiation Between Brand-Generated Content and User-Generated Content
5.3.3.2 Influencer Branding
5.3.3.3 Measuring Performance on Social Media
5.4 Identity-Based Brand Management on Platforms
5.4.1 Growing Significance of Platforms
5.4.2 Success Factors in the Platform Economy
5.4.3 Risks of the Platform Economy
5.4.4 Implications for Identity-Based Brand Management on Platforms
References
Index
