With the challenges presented by new media, shifting media patterns, and divided consumer attention, the optimal integration of marketing communications takes on increasing importance. Drawing on a ...review of relevant academic research and guided by managerial priorities, the authors offer insights and advice as to how traditional and new media such as search, display, mobile, TV, and social media interact to affect consumer decision making. With an enhanced understanding of the consumer decision journey and how consumers process communications, the authors outline a comprehensive framework featuring two models designed to improve the effectiveness and efficiency of integrated marketing communication programs: a "bottom-up" communications matching model and a "top-down" communications optimization model. The authors conclude by suggesting important future research priorities.
The future of advertising and marketing communications will be marked by an increasingly diverse collection of new digital options added to the traditional media and communication options already ...available to marketers. By taking advantage of the unique strengths of different communication options, and combining them and sequencing them strategically, marketers have the opportunity to drive sales and build brands in ways never before possible. Doing so, however, will require new concepts, new tools, and new thinking. Toward that goal, this article describes seven integrated marketing communications (IMC) choice criteria that marketers can use to judge how effectively and efficiently they have assembled their IMC programs. The article also outlines five priority areas for future research to help further guide the successful design and implementation of IMC programs.
“Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” published in the
Journal of Marketing
in 1993, was one of the early thought pieces and review papers on branding in the field. ...Written to be a comprehensive bridge between the theory and practice of branding, it has received a large number of citations and several awards through the years. Here, I look back at that article and provide some perspective as to how it was developed, highlighting some of its main contributions. I also outline some of my subsequent related branding research, as well as that of others. Finally, I consider some future research priorities in branding, putting emphasis on the online and digital developments that have occurred since the publication of the article.
The increased priority placed on branding by marketers in recent years offers an opportunity for consumer researchers to provide valuable insights and guidance. In particular, in highly competitive ...marketplaces, marketers often must link their brands to other entities, for example, people, places, things, or other brands, as a means to improve their brand equity. Understanding this leveraging process requires understanding consumer brand knowledge and how it changes from such associations. In this essay, I identify some promising and productive current research on this topic, and I suggest some important issues for future research. I conclude that adopting broader, more holistic perspectives that synthesize the multidimensionality of brand knowledge is critical to advance branding theory and practice, both in general and with brand leveraging in particular.
One potentially valuable strategy for companies to build brand equity for their products and services is to actually link their brands to other people, places and things. By linking their brands to ...these other entities, consumers may change how they think, feel or act towards the company's brands. To help understand how these secondary associations can transform brand knowledge, a comprehensive, cohesive model of brand building - the brand resonance model - is reviewed and applied. Theoretical insights are generated and practical issues are identified and discussed to aid brand planning and measurement.
Today's multichannel, multimedia retail marketing environment presents a number of brand management challenges. From a micro perspective, marketers must manage each individual channel and ...communication option to maximize their direct sales and brand equity effects, as well as any indirect brand equity effects from being associated with a particular channel or communication option. From a macro perspective, marketers must design and implement channel and communication options such that sales and brand equity effects are synergistic. Concepts, frameworks, and future research directions are put forth to address these different challenges.
Branding has emerged as a top management priority in the last decade due to the growing realization that brands are one of the most valuable intangible assets that firms have. Driven in part by this ...intense industry interest, academic researchers have explored a number of different brand-related topics in recent years, generating scores of papers, articles, research reports, and books. This paper identifies some of the influential work in the branding area, highlighting what has been learned from an academic perspective on important topics such as brand positioning, brand integration, brand-equity measurement, brand growth, and brand management. The paper also outlines some gaps that exist in the research of branding and brand equity and formulates a series of related research questions. Choice modeling implications of the branding concept and the challenges of incorporating main and interaction effects of branding as well as the impact of competition are discussed.
A crucial communication task for unknown brands is to build the knowledge in consumers’ minds necessary to become established. However, communication effectiveness may depend on prior familiarity of ...the advertised brand. The findings of two experiments using television ads and computer Internet ads revealed that brand familiarity influenced repetition effectiveness. In particular, repetition of advertising attributed to an unfamiliar brand showed decreased effectiveness; when the same advertising was attributed to a known, familiar brand, repetition wearout was postponed. Negative thoughts about tactic inappropriateness were seen to arise with repetition, particularly for an ad for an unfamiliar brand, driving, in part, the decreases in repetition effectiveness.
This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United ...States. For courses in brand management. Create profitable brand strategies by building, measuring, and managing brand equity Strategic Brand Management: Building, Measuring, and Managing Brand Equity looks at branding from the perspective of the consumer, and provides a framework that identifies, defines, and measures brand equity. Using insight from both academics and industry practitioners, the text draws on illustrative examples and case studies of brands marketed in the US and all over the world. New co-author and award-winning scholar Vanitha Swaminathan, joins Kevin Lane Keller on this exciting, new 5th Edition. This edition also features a greater focus on digital branding, so students are aware of the exciting new opportunities and daunting challenges brands must face in connecting with today's consumers.
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