BRAND UNDERSTANDING To have an effective marketing strategy is to evaluate and understand how importance of a brand meaning. Through some articles and research, a brand can be seen through the following three points: 1. The definition, characteristics and architecture of a brand 2. Global versus local brand 3. Brand extensions This paper’s purpose is to summarize the significant aspects of the definition, characteristic and architecture of a brand. 1. The definition, characteristics and architecture of a brand DEFINITION: Chernatony and Riley ( ) figured out the brand definitions from the literature and experts’ interpretations. 1998 According to Chernatony and Riley ( ), it can be argued that there are so many ways to define a brand such as twelve 1998 main themes in the literature [see Figure 1 below]: Figure 1. Antecedents and Consequences to the Brand Construct ( ) Chernatony and Riley, 1998, p.426
To have an effective marketing strategy is to evaluate and understand how importance of a brand meaning. Through some articles and research, a brand can be seen through the following three points: 1. The definition, characteristics and architecture of a brand 2. Global versus local brand 3. Brand extensions This paper’s purpose is to summarize the significant aspects of the definition, characteristic and architecture of a brand.
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BRAND UNDERSTANDING
To have an effective marketing strategy is to evaluate and understand how importance of a brand meaning. Through some
articles and research, a brand can be seen through the following three points:
1. The definition, characteristics and architecture of a brand
2. Global versus local brand
3. Brand extensions
This paper’s purpose is to summarize the significant aspects of the definition, characteristic and architecture of a brand.
1. The definition, characteristics and architecture of a brand
DEFINITION: Chernatony and Riley ( ) figured out the brand definitions from the literature and experts’ interpretations. 1998
According to Chernatony and Riley ( ), it can be argued that there are so many ways to define a brand such as twelve 1998
main themes in the literature [see Figure 1 below]:
Figure 1. Antecedents and Consequences to the Brand Construct ( ) Chernatony and Riley, 1998, p.426
However, as Chernatony and Riley ( ) stated, it should be realised that, though comprehensive, no coverage of the 1998
literature can ever be thoroughly exhaustive; hence, additional literature might have produced further themes. Moreover,
the proposed construct of a brand is based on a necessarily subjective interpretation of the literature. As they also
mentioned in the literature review, the twelve themes are not entirely mutually exclusive and there is a certain degree of
overlap among the tangible and intangible aspects of the brand assumed by each definition ( ). As a consequence, to p.425
the brand's holistic strategic direction as the source of brand positioning ( ). In addition to this, Chernatony and Riley p.427
( ) suggested to setting the boundaries of the brand construct. 1998
The brand exists mainly by virtue of a continuous process whereby the values and expectations imbued in the brand object
(product or service) are set and enacted by the firm's staff and interpreted and redefined by the consumers, so that ( ): p.428
Figure 2. The model as a simplified representation of the cyclical process through which
the brand becomes the interface between the firm's activities and consumers' interpretation ( ) Chernatony and Riley, 1998, p.428
To illustrate this point, Chernatony and Riley ( ) has argued that perceived value is the consumer's overall assessment 1998
of the "utility" of a brand, based on perceptions of what is received and what is given. As inputs to brand image, perceived
quality and perceived value are within the boundaries of the brand construct. They help define the brand construct from
the consumer's perspective, and provide feedback enabling firms to fine tune their brands' values.
Chernatony and Riley ( ) reported the main findings from the interviews from some experts to compare the 1998, p.431
brand definitions with literature system above [see Figure 3 below]:
Figure 3. Categorising Experts’ definitions of a “brand” ( ) Chernatony and Riley, 1998, p.432
From their journal, Chernatony and Riley ( ) considered whether all experts had the same brand definition and 1998, p.433
they came to a conclusion that it unlikely that every brand consultant would have the same definition. However, in view of
the fact that the brand is consultants' common focus of interest, they might adhere to similar brand concepts. Moreover,
they posited that the 1960 AMA's definition of brands is too restrictive, having insufficient regard for both intangible
components and consumers' perceptions, which are essential aspects of the concept of the brand ( ). In addition, they p.434
postulated that ( ): p.436
A brand represents the matching of functional and emotional values devised by a firm with the performance and
psychosocial benefits sought by consumers
The closer the match between the values of the brand and consumers' rational and emotional needs, the more
successful the brand
As they mentioned in the end ( ), “In view of the different interpretation of brands in the literature, it is not p.438
improbable that managers will have different conceptualisations, leading to differences in strategic emphasis. However, all
employees in the firm need to work together to ensure that the promises being made for the brand are consistent with
consumers' experiences”.
CHARACTERISTICS:
According to Henderson et al. ( ), the brand characteristics can be designed based on the theoretical framework such 2003
as: Perception theories, Motivation theories and Cognitive theories. Figure 4 illustrates an overview of those theories:
Figure 4. Theoretical relationships between design and response ( ) Henderson et al., 2003, p.302
Henderson et al. ( ) propose four research questions to address the issues necessary to provide guidance to managers 2003
in Asia for using visual design to strengthen brands, as well as to furnish insights that should advance theory ( ): p.302-303
Are there underlying factors that capture multiple design characteristics within Asian countries
Are there underlying factors that capture multiple responses to logo design within Asian countries?
Can managers manipulate design characteristics to influence consumer responses to logos?
Is there a regional perspective that explains the influence of design on responses to logos or are these relationships
country-specific?
By an effort to answer the above questions as synthesize the perspectives from many different sources, Henderson et al.
( ) led to so many conclusions such as future research should also include brand personality as part of the 2003, p.311
measurement of meaning. Brand personality consists of five dimensions: sincerity, excitement, competence, sophistication,
and ruggedness, which can be measured by multi-item scales. Importantly, there are cross-cultural differences that
research and measurement need to take into account. This personality research should be extended to logo personality in
an effort to improve the understanding of the determinants of logo meaning.
ARCHITECTURE:
According to Rajagopal & Sanchez ( ), Brands play a significant role in developing marketing strategies for 2004, p.233
specific product categories in a firm. A coherent international brand architecture is a key component of a firm’s overall
marketing strategy as it provides a structure to leverage strong brands into other markets, assimilate acquired brands, and
rationalise the firm’s branding strategy. Their article discusses how firms can develop brand architecture, and considers the
factors that contribute in shaping the architecture. The managerial implications for marketing management and the impact
of architecture on the brand hierarchy are also analysed. Their paper has the following objectives ( ): p.234
To examine the current perspectives on branding and brand architecture.
To discuss the alternative brand structures and the underlying drivers, i.e. firm characteristics, product market
structure and market dynamics.
To analyse the importance of designing a clear and effective brand architecture and managing brands in order to
maintain a harmonious balance within this architecture.
To emphasise the need for an annual audit of the firm’s brand architecture and its fit with changes in the underlying
drivers, as well as an assessment of key strategic brands within this architecture
As first, Rajagopal & Sanchez ( ) indicated that the brand relationship spectrum, as suggested by Figure 5, is 2004, p.237-238
related to the driver role that brands play. The role of the driver reflects the degree to which a brand drives the purchase
decision and experience of consumers on the usage of the product. A branded house uses a single master brand to span a
set of offerings that operate with only descriptive sub-brands. The house-ofbrands strategy, in contrast, involves an
independent set of stand-alone brands, each maximising the impact on a market. The house-of-brands strategy, however,
clearly position brands on functional benefits and to dominate niche segments. Targeting niche markets with functional
benefit positions is the main reason for using a house-of-brands strategy.