Research into brand equity and the role of branding in diverse sections demonstrates its central importance – a finding confirmed in a recent poll of top managers who believe branding to be more significant now than ever before. Fascinating new approaches to describing brand value have been developed: some approach the brand as though it were a ‘share’ of the customer's mind; others consider branding in the industrial context – even industrial purchases are not immune to ‘something as fuzzy and irrational as a brand’.
Get full access to this article
View all access options for this article.
References
1.
ArgentiP. A., and DruckenmillerB. (2004), ‘Reputation and the Corporate Brand’, Corporate Reputation Review, 2004, Vol. 6, Issue 4, pp. 368.
2.
BakerC., NancarrowC., and TinsonJ. (2005), ‘The mind versus market share guide to brand equity’, International Journal of Market Research, Vol. 47, Issue 5, pp. 525–540.
3.
BengtssonA., ServaisP. (2005), ‘Co-branding on industrial markets’, Industrial Marketing Management, October, Vol. 34, Issue 7, pp. 706–714.
4.
BerthonP., EwingM., and HahL. L. (2005), ‘Captivating company: dimensions of attractiveness in employer branding’, International Journal of Advertising, May, Vol. 24, Issue 2, pp. 151–173.
5.
DickA. S., and BasuK. (1994), Customer Loyalty: Toward and Integrated Conceptual Framework’, Journal of the Academy of Marketing Science, Spring, Vol. 22, Issue 2, pp. 99–113.
6.
McQuistonD. H. (2004), ‘Successful branding of a commodity product: The case of RAEX LASER steel’Industrial Marketing Management, May, Vol. 33, Issue 4, p. 345.
7.
WebsterJ., FrederickE., MalterA. J., and GanesanS. (2005), ‘The Decline and Dispersion of Marketing Competence’, MITSloan Management Review, Summer, Vol. 46, Issue 4, pp. 35–43.
