Showing papers on "Brand equity published in 1989"

The effect of price, brand name, and store name on buyers' perceptions of product quality: An integrative review.

Abstract: The authors integrate previous research that has investigated experimentally the influence of price, brand name, and/or store name on buyers’ evaluations of product quality. The meta-analysis sugge...

The Effects of Brand Positioning Strategies on Consumers’ Brand and Category Perceptions: Some Insights from Schema Research:

Abstract: Results of four studies demonstrate that perceptions of how different a brand is from other brands in the product category affect perceptions of the brand's position within the category. Specifical...

Strategically Desirable Brand Name Characteristics

Abstract: Considers psychological, linguistic and marketing aspects of brand name characteristics. Presents the inherent brand name characteristics which lead to memorable names that support the desired product image. Concludes that brand names should be simple, distinctive, meaningful, emotional, make use of morphemes, phonemes, alliteration, consonance, and should make a sound associate of product class, as well as being legally protectable; a well‐planned brand name will require less marketing money to achieve recall and image targets.

The strategic implications of clarifying how marketers interpret “brands”

Abstract: This paper is concerned with clarifying how brand strategies can be developed By reviewing the evolution and rationale for manufacturer and distributor brands, it enables marketers to consider which branding route is most appropriate Criteria to decide between being a manufacturer's brand or supplying distributor brands are addressed To follow either of these routes the organisation must clarify its understanding of the brand asset and four broad interpretations are discussed There would appear to be two key componenets characterising brands and through the use of a two dimensional matrix, a method to identify the type of brand and guide brand strategy development is presented

Capitalizing on Brand Extensions

Abstract: Examines the benefits and drawbacks of brand name extensions. Proposes a set of questions/guidelines about brand extending for marketing decision makers: new products′ sales potential, marketing cost efficiency gained by brand extending, cannibalization of parent product, and risk of losing brand effectiveness from overextension. Concludes that a more pragmatic approach to brand extension is required than the traditional, either right or wrong, categorization.

Branding in an Era of Retailer Dominance

Abstract: In an era of increasing multiple grocery retailer dominance, weaker manufacturers cut brand investment, while stronger manufacturers maintained brand support. Questions were raised about the way consumers perceive competing items under varying conditions of manufacturer brand activity. Consumer research, across six product fields, showed that regardless of long-term changes in manufacturer's brand advertising, consumers always perceived manufacturer brands as one category with own-labels and generics as an alternative category. This is thought to be due to the way that generics were so strongly associated with particular retailers. Problems in branding terminology are highlighted by this research and it is proposed that marketers should adopt the terms manufacturers' brand and distributors' brand when analysing the competitive structure of product fields. Clarification of these terms is advanced.

Commentary on “A Brand Switching Model with Implications for Marketing Strategies”

Abstract: Commentary on Colombo, R. A., D. G. Morrison. 1989. A brand switching model with implications for marketing strategies. Marketing Sci.8 1.

Branding Terminology – The Real Debate

Abstract: This article argues that there are strategic implications associated with our understanding and usage of marketing terminology, in particular the use of the word “brand”. It shows how the term “own‐label” has become meaningless and how the terms “manufacturer brand” and “distributor brand” are better descriptors. It further argues that even this distinction is not enough. The term “brand” itself may be too broad in its meaning to be useful. Given the variety of meanings and roles attributed to brands, yet more clarification is required. It is suggested that when a distinction is made between functional and representational brands then the marketing strategies which result may be very different. The need for such clarification is thus seen to be essential.

Alternative Naming Strategies: Family versus Individual Brand Names

Abstract: Increased competition in the consumer goods marketplace has resulted in too many brands chasing too few consumers. In an attempt to ease pressure on margins, and both brand and product range profitability, marketers would be well advised to reinspect their policies towards brand naming and the attendant costs associated with those policies. Is it really necessary for each new product to be individually named? If it is, then what are the strategic and financial implications of this decision? Why is it that the practice in some companies is to resort to a string of unrelated brand names whereas the practice elsewhere is to use an umbrella family name, with or without, a brand name as a suffix? The answers to such questions are by no means obvious and closer inspection of the issues relating to naming policy fails to yield any consensus let alone a definitive approach. This article seeks to depict the alternative naming strategies engaged by marketers and to focus on those considerations that would favour a family name in preference to an individualised brand name. The article concludes with recommendations that are drawn from current literature and the experience of marketers with a view to determining those circumstances that may influence the formulation of a more appropriate naming policy.

The Valuation of Brands

Abstract: Recent merger and takeover activity in the branded goods sector has now prompted a number of companies to place formal valuations on their brand assets and include these in their balance sheets. The authors believe brand valuation is an exciting management tool for the measurement of brand performance and other purposes. The article considers possible ways to value brands, brand strength and the use of this valuation.