Econom Assumptio Decisions based on rational parameters
ic ns Exchange brand and consumer is linear and
approa controlled by sender
ch Theoretical Marketing Mix: Price, Product, Place, Promotion
framework
Methods Quantitative
Overig Economic man
8 approaches
Identit Assumptio Internal and external (stakeholders) identity by
y ns using visual/behavioral identity
approa Theoretical Corporate identity, Organizational identity, image
ch framework and reputation
AC4ID-model
Methods Mixed methods
Overig
Consum Assumptio Cognitive construal in the mind of consumers;
er-based ns marker is in control
approac Theoretical Cognitive consumer perspective
h framework Information processing Consumer based brand
equity
Methods Process tracking
Measuring consumer based brand equity
Overig
Personal Assumptio Ascribe to traits of brands
ity ns Emotional bond between brand and consumer
approac Theoretical Personality, consumer self and self-congruity
h framework Theory from psychology
Methods Mixed methods
Overig Using direct and indirect sources to manage
brand personality
Cultura Assumption Brand is cultural artifact
l s
approa Theoretical How brands become icons
ch framework Ideological movement
Citizen artist brand perspective
Methods Cultural consumption
Macro-level analysis to micro-level data
Overig Semiotics
,Sensor Assumption Entity experience through our lenses
y s Connection between sensory, cognitive and
approa emotional system
ch Brand consumer exchange linear, co-created
brand experience
Theoretical Brand experience and senses
framework Sensory branding
Methods Laboratory setting and self-reporting
Neuropsychological methods
Overig Smell, hear, taste, feel, sight
Communi Assumption Triadic brand relationship
ty s Social brand perspective
approach Theoretical Subcultures of consumption
framework Brand community
Web 2.0 and social media
Methods Ethnographic methods
Netnography
Overig Marketer as observer, facilitator, power of
sharing; finding right balance between social
media and traditional media
,Tutorial 1: chapter 1 – Introduction
Brands are interesting commercial and pop-cultural phenomena, can be
understood from many different perspectives, and change as time, culture
and consumers do
8 approaches:
- Economic approach: brand as part of the traditional marketing mix
- Identity approach: brand as linked to corporate identity
- Consumer-based approach: brand as linked to consumer associations
- Personality approach: brand as a human-like character
- Relational approach: brand as a viable relationship partner
- Community approach: brand as the pivotal; point of social
interaction
- Cultural approach: brand as part of the broader cultural fabric
- Sensory approach: brand as experienced through our 5 senses
The different approaches draw on many different scientific traditions such
as economics, strategic management, organizational behavior, consumer
research, psychology etc.
Tutorial 1: chapter 2 – Overview brand
management
Weakness of a new approach often leads to the development of a new one
All approaches had evolved and continue to do so
2 brand management paradigms
- Positivistic point of departure = the brand being owned by the
marketer, who controls communication to a passive consumer
- Constructivist/interpretive nature = created in the interaction
between marketer and an active consumer
Development during the years
1985-1992: company/sender focus (economic and identity approach)
1993-1999: human/receiver focus (consumer-based, personality and
relational approach)
From 2015: added sensory/biological focus (sensory approach)
, Tutorial 1: chapter 3 – Taxonomy of brand
management
ic ns Exchange brand and consumer is linear and
approa controlled by sender
ch Theoretical Marketing Mix: Price, Product, Place, Promotion
framework
Methods Quantitative
Overig Economic man
8 approaches
Identit Assumptio Internal and external (stakeholders) identity by
y ns using visual/behavioral identity
approa Theoretical Corporate identity, Organizational identity, image
ch framework and reputation
AC4ID-model
Methods Mixed methods
Overig
Consum Assumptio Cognitive construal in the mind of consumers;
er-based ns marker is in control
approac Theoretical Cognitive consumer perspective
h framework Information processing Consumer based brand
equity
Methods Process tracking
Measuring consumer based brand equity
Overig
Personal Assumptio Ascribe to traits of brands
ity ns Emotional bond between brand and consumer
approac Theoretical Personality, consumer self and self-congruity
h framework Theory from psychology
Methods Mixed methods
Overig Using direct and indirect sources to manage
brand personality
Cultura Assumption Brand is cultural artifact
l s
approa Theoretical How brands become icons
ch framework Ideological movement
Citizen artist brand perspective
Methods Cultural consumption
Macro-level analysis to micro-level data
Overig Semiotics
,Sensor Assumption Entity experience through our lenses
y s Connection between sensory, cognitive and
approa emotional system
ch Brand consumer exchange linear, co-created
brand experience
Theoretical Brand experience and senses
framework Sensory branding
Methods Laboratory setting and self-reporting
Neuropsychological methods
Overig Smell, hear, taste, feel, sight
Communi Assumption Triadic brand relationship
ty s Social brand perspective
approach Theoretical Subcultures of consumption
framework Brand community
Web 2.0 and social media
Methods Ethnographic methods
Netnography
Overig Marketer as observer, facilitator, power of
sharing; finding right balance between social
media and traditional media
,Tutorial 1: chapter 1 – Introduction
Brands are interesting commercial and pop-cultural phenomena, can be
understood from many different perspectives, and change as time, culture
and consumers do
8 approaches:
- Economic approach: brand as part of the traditional marketing mix
- Identity approach: brand as linked to corporate identity
- Consumer-based approach: brand as linked to consumer associations
- Personality approach: brand as a human-like character
- Relational approach: brand as a viable relationship partner
- Community approach: brand as the pivotal; point of social
interaction
- Cultural approach: brand as part of the broader cultural fabric
- Sensory approach: brand as experienced through our 5 senses
The different approaches draw on many different scientific traditions such
as economics, strategic management, organizational behavior, consumer
research, psychology etc.
Tutorial 1: chapter 2 – Overview brand
management
Weakness of a new approach often leads to the development of a new one
All approaches had evolved and continue to do so
2 brand management paradigms
- Positivistic point of departure = the brand being owned by the
marketer, who controls communication to a passive consumer
- Constructivist/interpretive nature = created in the interaction
between marketer and an active consumer
Development during the years
1985-1992: company/sender focus (economic and identity approach)
1993-1999: human/receiver focus (consumer-based, personality and
relational approach)
From 2015: added sensory/biological focus (sensory approach)
, Tutorial 1: chapter 3 – Taxonomy of brand
management
