Journal of Brand Management
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The brand manager as practical author. An empirical study of the co-creation of a CSR-based brand
Journal of Brand Management - Tập 29 - Trang 584-597 - 2022
This study focuses on the communicative constitution of a CSR-based brand as we explore how employees’ communicative labour is used by brand management to constitute CSR as an embedded part of the corporate brand. We employ a “communication as constitutive of brands” (CCB) approach that conceptualizes brand as a discursive brand space, and we draw attention to the way in which brand meaning is co-......
Brand mythology
Journal of Brand Management - Tập 7 - Trang 405-411 - 2000
The world has too many good products, marketed too well. ‘The gentle art of persuasion’ has become a commodity. Creative excellence, honesty and new product development no longer provide the basis for sustained competitive advantage. Instead marketing needs to be re-invented as ‘the gentle art of mattering’. To matter is to play a unique developmental role in the life of a consumer. This developme......
The effect of evaluation criteria on design attributes and brand equity in the product evaluation process
Journal of Brand Management - - 2008
This study investigates the influence of design attributes on the importance of brand information in the product evaluation process by consumers. We examine how providing evaluation criteria of design influences consumers’ product evaluation concerning quality and brand equity. The results show that the presence of a predictive design attribute can lead to a reduction in the influence of brand nam......
If organizations are from Venus and businesses are from Mars, can branding be the bridge? A seven-step guide to stellar partnerships
Journal of Brand Management - - 2013
The changing nature of UK grocery retailing
Journal of Brand Management - Tập 2 - Trang 86-92 - 1994
This paper gives an overview of the nature of grocery retailing in the UK and how this is changing. It discusses the price war of the late 1970s and how retailers developed added-value strategies over the 1980s to raise their profitability. Different formats such as superstores, supermarkets, convenience stores and discounters are discussed plus the dynamics of their competition. This competition ......
The magic of ‘great’ linked to product names
Journal of Brand Management - Tập 23 - Trang 179-196 - 2016
‘Great’ is an adjective that is differently employed by organizations for naming products, as a kind of magical word that adds value to products. However, little is known about this supposed effect. This research analyses the power of ‘great’ when linked to product names under different settings. The aim of this research was to determine whether the word ‘great’ and some of its synonyms, such as ‘......
How the Internet impacts on brand management
Journal of Brand Management - Tập 7 - Trang 389-391 - 2000
Conscientious brand criteria: A framework and a case example from the clothing industry
Journal of Brand Management - Tập 18 - Trang 639-649 - 2011
Conscientious brands are brands governed by brand managers that see Corporate Social Responsibility activities not as a means to improving business performance, but as an end in itself. The purpose of this article is to establish a framework for evaluating conscientious brands. Four characteristics of conscientious brands are suggested: (i) level of responsibility assumed, (ii) level of impact on ......
Brand Royalty: How the world's top 100 brands thrive and survive
Journal of Brand Management - Tập 13 - Trang 167-169 - 2005
Tales of brand gurus from three cities — Stockholm, Chicago and London: Brand Manners: How to Create the Self-Confident Organisation to Live the Brand
Journal of Brand Management - Tập 9 - Trang 150-151 - 2001
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