By Martin Walser
As manufacturers have constructed a picture as an indispensable, necessary a part of services, the review of manufacturers has turn into the topic of considerable examine. Sparked via the robust curiosity in measuring the monetary worth of manufacturers, various makes an attempt to evaluate the price of a model from a advertising and marketing standpoint were made recently.
Martin G. Walser generates a standardized scheme for describing and comparing latest techniques to degree the energy of a model. in this foundation, the writer contributes to the as but constrained clinical study into the formation of name energy through breaking with the good verified "advertising paradigm", which postulates that robust manufacturers are mainly the results of advertisements. as an alternative, he makes a speciality of "experiential information", i.e. the patrons' event with the logo, as a chief resource of name power. An empirical learn helps the author's conceptual version and invitations either researchers and practitioners to take into account the patrons' event extra explicitly.
Das Werk wurde mit dem Nestlé-Preis für Wirtschaftswissenschaften 2001 und mit dem Preis der Wirtschaftskammer Tirol 2001 ausgezeichnet.
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Additional info for Brand Strength: Building and Testing Models Based on Experiential Information
Sample text
A further cause for the growing emphasis on brand evaluation was the growing concern about managerial/financial "short-termism" in proceeding company goals (Hayes/Abernathy, 1980). This "short-termism" had resulted in establishing company goals and implementing reward systems which were in sharp contrast to the long-term 46 nature of brand building. As a consequence brand managers became "murderers of brand assets" - young, inexperienced, overloaded with quantitative skills, and short-term focused (LowlFullerton, 1994, p.
68) offers six different versions of what brand identity is. Besides Kapferer's six facets one of these versions claims brand identity to consist of 12 dimensions organized around 4 perspectives. This is exactly where the major drawback of this perspective is located. Trying to get a grasp of the brand concept by explaining it in terms of an even more 27 disintegrated and controversial concept does not seem to warrant much progress. The use of non-self-explaining sub-concepts such as culture, personality or relationship, not to mention the obscure relations among these sub-concepts, further decreases the potential of this understanding of the brand concept to be best suited for the given research purpose.
However, the idea of brands as valuable company assets was not always as generally accepted. Instead, branding and related issues were seen from an advertising perspective and judged by their ability to "convert prospects" or "make sales" (Feldwick, 1993, p. 93). The gradual shift towards a full reflection of the value of brands in (brand-)management was probably initiated by Ogilvy (1951, as quoted in Biel, 1993) in stressing the importance of "brand image" for consumer decision making. Fully articulating the idea Gardner/Levy (1955) conclude: "A brand name is more than the label employed to differentiate among the manufacturers of a product.