The elements of brand strategy : An empirical investigation.

• This paper proposes a testable model, including a number of new measures examining the various components of brand strategy. Using structural equation modeling we were able to test the underlying factor structure for the proposed model and measurements as well as validate the sequences in the proposed model, among brand managers in the Top 500 South African Companies. We used a two-step approach, in which our first confirmatory factor analysis step indicated that our sample fits the data well, including acceptable loadings for the proposed latent constructs. In our next step we validated the paths in our proposed sequential model. This second step supported all of the hypotheses. The results of our analysis revealed a very strong positive relationship between brand positioning and brand architecture. Although both brand values and brand personality influence each other directly, both constructs exerts another, less direct influence on brand architecture via brand positioning. Our model has strategic implications on brand marketing research and practice. As to develop brand architecture our research implicates that this should be based on brand positioning, which depends on brand personality and brand values, with the latter having a more dominant influence on brand positioning than brand personality.

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