Stephen King in an article in "The Journal of Consumer Marketing" Fall 1991 put forward the idea of corporate brand building.
His argument is based on the idea that consumers are buying more services compared to products. Hence, even when somebody is selling products, consumers evaluate the services associated with the products and take their purchase and repurchase decisions.
He hiighlighted four aspects related to corporate brand building.
Staff
Orgnisation structure
Methods for communicating brand values
The Brand Idea
Stephen King is the author of the book - Developing New Brands
Stephen King spent 30 years at J Walter Thompson.
He was a non-executive director at WPP Group PLC in 1991.
Tuesday, May 27, 2008
Brand Building Literture Review 2004
A BRAND BUILDING LITERATURE REVIEW
BY
FRANCISCO GUZMÁN (ESADE)
(Excerptfrom PhD Thesis “Brand Building Towards Social Values: Associating to Public Goods”)
25 page review
Download it from
http://www.brandchannel.com/images/papers/257_A_Brand_Building_Literature_Review.pdf
REFERENCES
AAKER, DAVID A. (2004a), Brand Portfolio Strategy. Creating Relevance, Differentiation, Energy,Leverage and Clarity. New York, Free Press.
----- (2004b), “Leveraging the Corporate Brand” California Management Review, 46 (3), 6-18.
AAKER, DAVID A. AND ERICH JOACHIMSTHALER (2000), Brand Leadership, London, Free Press.
AAKER, JENNIFER L. (1997), “Dimensions of Brand Personality”, Journal of Marketing Research, 34 (August), 347-356.
BALDAUF, ARTUR, KAREN S. CRAVENS, AND GUDRUN BINDER (2003), “Performance Consequences of Brand Equity Management: Evidence from Organizations in the Value Chain”, Journal of Product and Brand Management, 12 (4), 220-236.
BALMER, JOHN M.T. AND EDMUND R. GRAY (2003), “Corporate Brands: What Are They? What of Them?”, European Journal of Marketing, 37 (7/8), 972-997.
BALMER, JOHN M.T. AND STEPHEN A. GREYSER (Eds.) (2003), Revealing the Corporation: Perspectives of Identity, Image, Reputation, Corporate Branding and Corporate-Level Marketing, Routledge, London.
BENDIXEN, MIKE, KALALA A. BUKASA, AND RUSSELL ABRATT (2003), “Brand Equity in the Business-to-Business Market”, Industrial Marketing Management, 33, 371-380.
BLUMENTHAL, DANNIELLE AND ALAN J. BERGSTROM (2003), “Brand Councils That Care: Towards the
Convergence of Branding and Corporate Social Responsibility”, Brand Management, 10 (4/5), 327-341.
CHEN, ARTHUR C.H. (2001), “Using Free Association to Examine the Relationship Between
Characteristics of Brand Associations and Brand Equity”, Journal of Product and Brand Management, 10
(7), 439-451.
DAVIS, SCOTT M. (2002), Brand Asset Management: Driving Profitable Growth through Your Brands,
San Francisco, Josey Bass.
DAVIS, SCOTT M. AND MICHAEL DUNN (2002), Building the Brand-Driven Business: Operationalize Your Brand to Drive Profitable Growth, San Francisco, Josey Bass.
DE CHERNATONY, LESLIE (1999), “Brand Management Through Narrowing the Gap Between Brand Identity and Brand Reputation”, Journal of Marketing Management, 15, 157-179.
DE CHERNATONY, LESLIE AND SUSAN SEGAL-HORN (2001), “Building on Services’ Characteristics to Develop Successful Services Brands”, Journal of Marketing Management, 17, 645-669.
DOYLE, PETER (2001a), “Building Value-Based Branding Strategies”, Journal of Strategic Marketing, 9,
255-268.
----- (2001b), “Shareholder-Value-Based Brand Strategies”, Brand Management, 9 (1), 20-30.
DYSON, PAUL, ANDY FARR, AND NIGEL S. HOLLIS (1996), “Understanding, Measuring, and Using Brand
Equity”, Journal of Advertising Research, 36 (6), 9-21.
FARQUHAR, PETER H. (1989), “Managing Brand Equity”, Marketing Research, 1 (September), 24-33.
FARQUHAR, PETER H., J. Y. HAN, AND Y. IRIJI (1991), Recognizing and Measuring Brand Assets, Report
91-119, Marketing Science Institute, Cambridge, MA.
FOURNIER, SUSAN (1998), “Consumers and Their Brands: Developing Relationship Theory in Consumer
Research”, Journal of Consumer Research, 24 (March), 343-373.
GOBÉ, MARC (2001), Emotional Branding: The New Paradigm for Connecting Brands to People, New
York, Allworth Press.
----- (2002), Citizen Brand: 10 Commandments for Transforming Brand Culture in a Consumer
Democracy, New York, Allworth Press.
HATCH, MARY JO AND MAJKEN SCHULTZ (2003), “Bringing the Corporation into Corporate Branding”,
European Journal of Marketing, 37 (7/8), 1041-1064.
HUSTED, BRYAN W. (2003), “Governance Choices for Corporate Social Responsibility: to Contribute,
Collaborate or Internalize?”, Long Range Planning, 36, 481-498.
KAPFERER, JEAN-NOËL (1997), Strategic Brand Management, Great Britain, Kogan Page.
KELLER, KEVIN LANE (1993), “Conceptualizing, Measuring, and Managing Customer-Based Brand
Equity”, Journal of Marketing, 57 (January), 1-22.
----- (2003a), Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Upper
Saddle River, Prentice Hall.
KIM, HONG-BUMM, WOO GON KIM, AND JEONG A. AN (2003), “The Effect of Consumer-Based Brand
Equity on Firms’ Financial Performance”, Journal of Consumer Marketing, 20 (4), 335-351.
KING, STEPHEN (1991), “Brand Building in the 1990’s”, Journal of Marketing Management, 7 (1), 3-13.
KNOX, SIMON AND DAVID BICKERTON (2003), “The Six Conventions of Corporate Branding”, European
Journal of Marketing, 37 (7/8), 998-1016.
KOHLI, CHIRANJEEV AND MRUGANK THAKOR (1997), “Branding Consumer Goods: Insights form Theory
and Practice”, Journal of Consumer Marketing, 14 (3), 206-219.
KOTLER, PHILIP (2000), Marketing Management. The Millennium Edition, Upper Saddle River, Prentice
Hall.
LASSAR, WALFRIED, BANWARI MITTAL, AND SHARMA ARUN (1995), “Measuring Customer-Based Brand
Equity”, Journal of Consumer Marketing, 12 (4), 11-19.
LOGMAN, MARC (2004), “The LOGMAN Model: A Logical Brand Management Model”, Journal of
Product and Brand Management, 13 (2), 94-104.
MCADAM, RODNEY AND DENIS LEONARD (2003), “Corporate Social Responsibility in a Total Quality
Management Context: Opportunities for Sustainable Growth”, Corporate Governance, 3 (4), 36-45.
MCALEXANDER, JAMES H., JOHN W. SCHOUTEN, AND HAROLD F. KOENIG (2002), “Building Brand
Community”, Journal of Marketing, 65 (January), 38-54.
MCWILLIAM, GIL AND ANGELA DUMAS (1997), “Using Metaphors in New Brand Design”, Journal of
Marketing Management, 13, 265-284.
MOTAMENI, R. AND M. SHAHORKHI (1998), “Brand Equity Valuation: A Global Perspective”, Journal of
Product and Brand Management, 7 (4), 275-290.
MUNIZ, ALBERT M. JR. AND THOMAS C. O’GUINN (2001), “Brand Community”, Journal of Consumer
Research, 27 (March), 412-432.
PARK, C. WHAN, BERNARD J. JAWORSKI, AND DEBORAH J. MACINNIS (1986), “Strategic Brand Concept-
Image Management”, Journal of Marketing, 50 (October), 135-145.
SCHMITT, BREND H. (1999), Experiential Marketing: How to Get Customers to Sense, Feel, Act and
Relate to Your Company and Brands, New York, Free Press.
SHOCKER, A.D., R.K. SRIVASTAVA, AND R.W. RUECKERT (1994), “Challenges and Opportunities Facing
Brand Management: An Introduction to a Special Issue”, Journal of Marketing Research, 31 (May), 149-
158.
SCHULTZ, MAJKEN AND MARY JO HATCH (2003), “The Cycles of Corporate Branding: The Case of the
LEGO Company”, California Management Review, 46 (1), 6-26.
SIMON, CAROL J. AND MARY W. SULLIVAN (1993), “The Measurement and Determinants of Brand
Equity: a Financial Approach”, Marketing Science, 12 (Winter), 28-52.
SMITH, CRAIG N. (2003), “Corporate Social Responsibility: Whether or How?”, California Management
Review, 45 (4), 52-76.
SMITH, SCOTT M. AND DAVID S. ALCORN (1991), “Cause Marketing: A New Direction in the Marketing
of Corporate Responsibility”, Journal of Services Marketing, 5 (4), 21-37.
SPEAK, KARL D. (1998), “Brand Stewardship”, Design Management Journal, Winter, 32-37.
SRIVASTAVA, R.K AND A.D. SHOCKER (1991), Brand Equity: A Perspective on its Meaning and
Measurement, Report 91-124, Marketing Science Institute, Cambridge, MA.
THAKOR, MRUGANK V. AND CHIRANJEEV S. KOHLI (1996), “Brand Origin: Conceptualization and
Review”, Journal of Consumer Marketing, 13 (3), 27-42.
THAKOR, MRUGNAK V. AND ANNE M. LAVACK (2003), “Effect of Perceived Brand Origin Associations
on Consumer Perceptions of Quality”, Journal of Product and Brand Management, 12 (6), 394-407.
UNDERWOOD, ROBERT , EDWARD BOND, AND ROBERT BAER (2001), “Building Service Brands Via Social
Identity: Lessons From the Sports Marketplace”, Journal of Marketing Theory and Practice, 9 (Winter),
1-13.
URDE, MATS (1999), “Brand Orientation: A Mindset for Building Brands into Strategic Resources”,
Journal of Marketing Management, 15, 117-133.
----- (2003), “Core Value-Based Corporate Brand Building”, European Journal of Marketing, 37 (7/8),
1017-1040.
YOO, B. AND N. DONTHU (2001), “Developing and Validating a Multidimensional Consumer-Based Brand Equity Scale”. Journal of Business Research, 52, 1-14.
BY
FRANCISCO GUZMÁN (ESADE)
(Excerptfrom PhD Thesis “Brand Building Towards Social Values: Associating to Public Goods”)
25 page review
Download it from
http://www.brandchannel.com/images/papers/257_A_Brand_Building_Literature_Review.pdf
REFERENCES
AAKER, DAVID A. (2004a), Brand Portfolio Strategy. Creating Relevance, Differentiation, Energy,Leverage and Clarity. New York, Free Press.
----- (2004b), “Leveraging the Corporate Brand” California Management Review, 46 (3), 6-18.
AAKER, DAVID A. AND ERICH JOACHIMSTHALER (2000), Brand Leadership, London, Free Press.
AAKER, JENNIFER L. (1997), “Dimensions of Brand Personality”, Journal of Marketing Research, 34 (August), 347-356.
BALDAUF, ARTUR, KAREN S. CRAVENS, AND GUDRUN BINDER (2003), “Performance Consequences of Brand Equity Management: Evidence from Organizations in the Value Chain”, Journal of Product and Brand Management, 12 (4), 220-236.
BALMER, JOHN M.T. AND EDMUND R. GRAY (2003), “Corporate Brands: What Are They? What of Them?”, European Journal of Marketing, 37 (7/8), 972-997.
BALMER, JOHN M.T. AND STEPHEN A. GREYSER (Eds.) (2003), Revealing the Corporation: Perspectives of Identity, Image, Reputation, Corporate Branding and Corporate-Level Marketing, Routledge, London.
BENDIXEN, MIKE, KALALA A. BUKASA, AND RUSSELL ABRATT (2003), “Brand Equity in the Business-to-Business Market”, Industrial Marketing Management, 33, 371-380.
BLUMENTHAL, DANNIELLE AND ALAN J. BERGSTROM (2003), “Brand Councils That Care: Towards the
Convergence of Branding and Corporate Social Responsibility”, Brand Management, 10 (4/5), 327-341.
CHEN, ARTHUR C.H. (2001), “Using Free Association to Examine the Relationship Between
Characteristics of Brand Associations and Brand Equity”, Journal of Product and Brand Management, 10
(7), 439-451.
DAVIS, SCOTT M. (2002), Brand Asset Management: Driving Profitable Growth through Your Brands,
San Francisco, Josey Bass.
DAVIS, SCOTT M. AND MICHAEL DUNN (2002), Building the Brand-Driven Business: Operationalize Your Brand to Drive Profitable Growth, San Francisco, Josey Bass.
DE CHERNATONY, LESLIE (1999), “Brand Management Through Narrowing the Gap Between Brand Identity and Brand Reputation”, Journal of Marketing Management, 15, 157-179.
DE CHERNATONY, LESLIE AND SUSAN SEGAL-HORN (2001), “Building on Services’ Characteristics to Develop Successful Services Brands”, Journal of Marketing Management, 17, 645-669.
DOYLE, PETER (2001a), “Building Value-Based Branding Strategies”, Journal of Strategic Marketing, 9,
255-268.
----- (2001b), “Shareholder-Value-Based Brand Strategies”, Brand Management, 9 (1), 20-30.
DYSON, PAUL, ANDY FARR, AND NIGEL S. HOLLIS (1996), “Understanding, Measuring, and Using Brand
Equity”, Journal of Advertising Research, 36 (6), 9-21.
FARQUHAR, PETER H. (1989), “Managing Brand Equity”, Marketing Research, 1 (September), 24-33.
FARQUHAR, PETER H., J. Y. HAN, AND Y. IRIJI (1991), Recognizing and Measuring Brand Assets, Report
91-119, Marketing Science Institute, Cambridge, MA.
FOURNIER, SUSAN (1998), “Consumers and Their Brands: Developing Relationship Theory in Consumer
Research”, Journal of Consumer Research, 24 (March), 343-373.
GOBÉ, MARC (2001), Emotional Branding: The New Paradigm for Connecting Brands to People, New
York, Allworth Press.
----- (2002), Citizen Brand: 10 Commandments for Transforming Brand Culture in a Consumer
Democracy, New York, Allworth Press.
HATCH, MARY JO AND MAJKEN SCHULTZ (2003), “Bringing the Corporation into Corporate Branding”,
European Journal of Marketing, 37 (7/8), 1041-1064.
HUSTED, BRYAN W. (2003), “Governance Choices for Corporate Social Responsibility: to Contribute,
Collaborate or Internalize?”, Long Range Planning, 36, 481-498.
KAPFERER, JEAN-NOËL (1997), Strategic Brand Management, Great Britain, Kogan Page.
KELLER, KEVIN LANE (1993), “Conceptualizing, Measuring, and Managing Customer-Based Brand
Equity”, Journal of Marketing, 57 (January), 1-22.
----- (2003a), Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Upper
Saddle River, Prentice Hall.
KIM, HONG-BUMM, WOO GON KIM, AND JEONG A. AN (2003), “The Effect of Consumer-Based Brand
Equity on Firms’ Financial Performance”, Journal of Consumer Marketing, 20 (4), 335-351.
KING, STEPHEN (1991), “Brand Building in the 1990’s”, Journal of Marketing Management, 7 (1), 3-13.
KNOX, SIMON AND DAVID BICKERTON (2003), “The Six Conventions of Corporate Branding”, European
Journal of Marketing, 37 (7/8), 998-1016.
KOHLI, CHIRANJEEV AND MRUGANK THAKOR (1997), “Branding Consumer Goods: Insights form Theory
and Practice”, Journal of Consumer Marketing, 14 (3), 206-219.
KOTLER, PHILIP (2000), Marketing Management. The Millennium Edition, Upper Saddle River, Prentice
Hall.
LASSAR, WALFRIED, BANWARI MITTAL, AND SHARMA ARUN (1995), “Measuring Customer-Based Brand
Equity”, Journal of Consumer Marketing, 12 (4), 11-19.
LOGMAN, MARC (2004), “The LOGMAN Model: A Logical Brand Management Model”, Journal of
Product and Brand Management, 13 (2), 94-104.
MCADAM, RODNEY AND DENIS LEONARD (2003), “Corporate Social Responsibility in a Total Quality
Management Context: Opportunities for Sustainable Growth”, Corporate Governance, 3 (4), 36-45.
MCALEXANDER, JAMES H., JOHN W. SCHOUTEN, AND HAROLD F. KOENIG (2002), “Building Brand
Community”, Journal of Marketing, 65 (January), 38-54.
MCWILLIAM, GIL AND ANGELA DUMAS (1997), “Using Metaphors in New Brand Design”, Journal of
Marketing Management, 13, 265-284.
MOTAMENI, R. AND M. SHAHORKHI (1998), “Brand Equity Valuation: A Global Perspective”, Journal of
Product and Brand Management, 7 (4), 275-290.
MUNIZ, ALBERT M. JR. AND THOMAS C. O’GUINN (2001), “Brand Community”, Journal of Consumer
Research, 27 (March), 412-432.
PARK, C. WHAN, BERNARD J. JAWORSKI, AND DEBORAH J. MACINNIS (1986), “Strategic Brand Concept-
Image Management”, Journal of Marketing, 50 (October), 135-145.
SCHMITT, BREND H. (1999), Experiential Marketing: How to Get Customers to Sense, Feel, Act and
Relate to Your Company and Brands, New York, Free Press.
SHOCKER, A.D., R.K. SRIVASTAVA, AND R.W. RUECKERT (1994), “Challenges and Opportunities Facing
Brand Management: An Introduction to a Special Issue”, Journal of Marketing Research, 31 (May), 149-
158.
SCHULTZ, MAJKEN AND MARY JO HATCH (2003), “The Cycles of Corporate Branding: The Case of the
LEGO Company”, California Management Review, 46 (1), 6-26.
SIMON, CAROL J. AND MARY W. SULLIVAN (1993), “The Measurement and Determinants of Brand
Equity: a Financial Approach”, Marketing Science, 12 (Winter), 28-52.
SMITH, CRAIG N. (2003), “Corporate Social Responsibility: Whether or How?”, California Management
Review, 45 (4), 52-76.
SMITH, SCOTT M. AND DAVID S. ALCORN (1991), “Cause Marketing: A New Direction in the Marketing
of Corporate Responsibility”, Journal of Services Marketing, 5 (4), 21-37.
SPEAK, KARL D. (1998), “Brand Stewardship”, Design Management Journal, Winter, 32-37.
SRIVASTAVA, R.K AND A.D. SHOCKER (1991), Brand Equity: A Perspective on its Meaning and
Measurement, Report 91-124, Marketing Science Institute, Cambridge, MA.
THAKOR, MRUGANK V. AND CHIRANJEEV S. KOHLI (1996), “Brand Origin: Conceptualization and
Review”, Journal of Consumer Marketing, 13 (3), 27-42.
THAKOR, MRUGNAK V. AND ANNE M. LAVACK (2003), “Effect of Perceived Brand Origin Associations
on Consumer Perceptions of Quality”, Journal of Product and Brand Management, 12 (6), 394-407.
UNDERWOOD, ROBERT , EDWARD BOND, AND ROBERT BAER (2001), “Building Service Brands Via Social
Identity: Lessons From the Sports Marketplace”, Journal of Marketing Theory and Practice, 9 (Winter),
1-13.
URDE, MATS (1999), “Brand Orientation: A Mindset for Building Brands into Strategic Resources”,
Journal of Marketing Management, 15, 117-133.
----- (2003), “Core Value-Based Corporate Brand Building”, European Journal of Marketing, 37 (7/8),
1017-1040.
YOO, B. AND N. DONTHU (2001), “Developing and Validating a Multidimensional Consumer-Based Brand Equity Scale”. Journal of Business Research, 52, 1-14.
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