Untangling the brand name from the branded entity

Article English OPEN
Round, Griff ; Roper, Stuart (2015)

Purpose\ud – The purpose of this study is to investigate the value to consumers of the brand name element for established brands, given that the focus in the literature has been on new brands. To accomplish this, conceptual development was initially undertaken to illuminate the links between the brand name element and the brand entity and to provide a theoretical framework for looking at changes in value of the brand name element to consumers over time.\ud \ud Design/methodology/approach\ud – A conjoint analysis experimental approach was used. This involved consumers making trade-off decisions between changes in brand name and changes in price for established brands, where they were active purchasers. This approach enabled isolation of the brand name element and obtained the relative value of the brand name element for each participant.\ud \ud Findings\ud – The mean value obtained for the importance of the brand name element for established products appeared to show substantial importance to consumers. However, further analysis identified a position where the majority of participants placed little value on the brand name element and a smaller but material group perceived its value as of overwhelming importance.\ud \ud Originality/value\ud – This paper advances branding theory through clarification of the relationship between the brand name element and the brand entity. It provides theoretical argument and empirical data for the value of the brand name element to the consumer differing between established and new brands
  • References (71)
    71 references, page 1 of 8

    Aaker, D. (1991), Managing Brand Equity, Macmillan: New York.

    Aaker, D. (1996), "Measuring Brand Equity across Products and Markets", California Management Review, Vol. 38, No.3, pp. 102-120.

    Aaker, D. and Joachimstahler, E. (2000), Brand Leadership, Free Press: New York.

    Ailawadi, K. L., Lehmann, D. R. and Meslin, S. A. (2003), "Revenue Premium as an Outcome Measure of Brand Equity", Journal of Marketing, Vol. 67, No. 4, pp.1-17.

    Argo, J. J., Popa, M. and Smith, M. C. (2010), "The Sound of Brands", Journal of Marketing, Vol. 74, No. 4, pp. 97-109.

    Bastos, W. and Levy, S. J. (2012), "A History of the Concept of Branding: Practice and Theory", Journal of Historical Research in Marketing, Vol. 4, No.3, pp.347-368.

    Batey, M. (2008), Brand Meaning, Psychology Press: New York.

    Bhat, S. and Reddy, S. K. (1998), "Symbolic and Functional Positioning of Brands", Journal of Consumer Marketing, Vol. 15, No. 1, pp. 32-43.

    Bivainiene, L. (2010), "Brand Life Cycle:Theoretical Discourses", Economics and Management, Vol.15, pp. 408-414.

    Bristow, D. N., Schneider, K. C. and Schuler, D. K. (2002), "The Brand Dependency Scale: Measuring Consumers' Use of Brand Name to Differentiate amongst Product Alternatives", Journal of Product and Brand Management, Vol. 11, No. 6, pp. 343-356.

  • Metrics
    0
    views in OpenAIRE
    0
    views in local repository
    32
    downloads in local repository

    The information is available from the following content providers:

    From Number Of Views Number Of Downloads
    University of Huddersfield Repository - IRUS-UK 0 32
Share - Bookmark