| 1. |
- Baumgarth, Carsten, et al.
(författare)
-
Brand orientation : Past, Present, and Future
- 2013
-
Ingår i: Journal of Marketing Management. - 1472-1376. ; 29:9-10, s. 973-980
-
Tidskriftsartikel (refereegranskat)abstract
- The articles in this special issue contribute to the advances and development in the scholarship of brand orientation. They encompass a wide range of sub-topics, and collectively offer a unique insight into the still-emerging concept and new paradigm of brand orientation. In the process, they show how researchers across the world are contributing to the advancement of theory and practice. Our open-minded Call for Papers yielded fruitful cross-fertilisation and innovative perspectives. This special issue can thus be claimed to be a milestone in the enhanced understanding of the concept of brand orientation, and we are delighted to have had the privilege of being its Guest Editors.
|
|
| 2. |
- Lund, Kaisa, 1967-
(författare)
-
Transfer of brand associations over time : the brand extension of Nivea
- 2012
-
Doktorsavhandling (övrigt vetenskapligt/konstnärligt)abstract
- Brand extension has been the source of strategic growth for many firms during recent decades. Introducing new products under existing brand names is one way to use the image of a brand name to enter new markets. Previous research has shown that the success of a brand extension depends on the transfer of the parent brand associations to the extended product. Although the transfer of brand associations from the parent brand to the extension is recognised as crucial for the success of brand extension, surprisingly little research has been conducted on how brand associations actually are transferred. In the present research, I argue for expanding the view on brand extension to include market communication of product introductions. Explanations are provided on how brand associations are transferred in multiple brand extension from an advertising perspective.The empirical data are based on a case study of the personal and skin care brand Nivea and include an advertising analysis that spans a time period of 72 years, interviews with executives, and a document analysis. The interpretation of the case is guided by a review of the literature on brand extension, brand associations, and brand personality. Insights into how brand associations are transferred in multiple brand extension are advanced in the conclusion, emphasising that brand associations are transferred not only from parent brand to extended product but also from one extension to another. The results also show that the brand associations change due to contextual changes as a consequence of the transfer to a new product. The context refers to the intended user or usage situation. Furthermore, the study suggests that corporate associations reinforce brand associations of extended products. Finally, I propose that future research should include the organisation as part of the brand extension process. The study is intended to contribute to an increased understanding of brand extension, facilitating the creation of new hypotheses, research designs, and methods in the research area.
|
|
| 3. |
- Urde, Mats, et al.
(författare)
-
Brand and market oriented positioning
- 2011
-
Ingår i: Tagungsband der internationalen Konfernz "Der Markentag 2011". ; , s. 353-369
-
Konferensbidrag (refereegranskat)
|
|
| 4. |
- Urde, Mats, et al.
(författare)
-
Brand orientation and market orientation – From alternatives to synergy
- 2013
-
Ingår i: Journal of Business Research. - 0148-2963. ; 66:1, s. 13-20
-
Tidskriftsartikel (refereegranskat)abstract
- This paper explores the interaction between brand orientation and market orientation. Brand orientation is an inside-out, identity-driven approach that sees brands as a hub for an organization and its strategy. Similarly, market orientation is an outside-in, image-driven approach. Initially, brand orientation and market orientation appear to be two different strategic options. Though synergistic combinations are also possible, they are not explored in previous theories, nor labeled as part of branding practice and philosophy. A new type of orientation, a hybrid between brand andmarketing orientation, is among the key !ndings of this study. The paper articulates typical trajectories for evolving the orientation and aspires to move the discussion from the tug-of-war between the two paradigms by developing a more dynamic view. The study paves the way for better understanding, operationalization and evaluation of alternative approaches to marketing. © 2011 Elsevier Inc. All rights reserved
|
|
| 5. |
- Urde, Mats
(författare)
-
Corporate Brand Identity Matrix
- 2013
-
Ingår i: Journal of Brand Management. - : Springer Science and Business Media LLC. - 1350-231X .- 1479-1803. ; 20:9, s. 742-761
-
Tidskriftsartikel (refereegranskat)abstract
- The lack of a widely agreed framework to help define and align corporate brand identity constitutes a serious managerial problem and a shortcoming of the academic literature. In response, this article provides such a framework, the Corporate Brand Identity Matrix (CBIM), which draws upon the relevant literature, enriched by hands-on corporate experience gained by its application in three international corporate branding case studies. Corporate brand identity is explored internally, externally and by focusing on the ‘brand core’. The CBIM offers academics and managers a theoretical and practical guide to the describing, defining and aligning of corporate brand identity. It is a tailored alternative to existing frameworks, which have often been designed for product brands, not corporate brands.
|
|
| 6. |
- Urde, Mats, et al.
(författare)
-
Market and brand-oriented schools of positioning
- 2014
-
Ingår i: Journal of Product & Brand Management. - 1061-0421. ; 23:7, s. 478-490
-
Tidskriftsartikel (refereegranskat)abstract
- Purpose – The purpose of this paper is to revise the concept of positioning to differentiate between fundamental approaches to it and chart a scheme of schools of positioning. Design/methodology/approach – An extensive literature review traces the roots and evolution of the concept. Two approaches to positioning are explored and related to the paradigms of market and brand orientation. Based on current theory and practice, different schools of positioning are identified and categorized along a market- and brand-orientation spectrum. Metaphors differentiate schools of positioning, illustrated by case examples. Findings – Positioning is a key concept in marketing, branding and strategy. However, its theoretical and practical usefulness is in peril due to its many meanings, applications and overall vagueness. There is a need for a theoretical overview of positioning, which the literature currently lacks. Two approaches to define a brand’s position are identified and introduced: market- and brand-oriented positioning. Five principal schools of positioning show how these are different and why differentiating between them matters. The choice of school implies the market- and/or brand-oriented approach to positioning. Research limitations/implications – Further empirical case-based research might investigate when, what and how different positioning schools are applied in practice. The brief cases in this paper indicate a dynamic over time regarding the applications of the brand- and market-oriented school of positioning. An in-depth theoretical and practical investigation of the dynamics of positions would be of value for the research field. Practical implications – The distinction among different schools of thought helps bridge the gap between the theory and practice of positioning. A specific positioning objective can guide management in the selection of a particular school of positioning, which enables management to make more insightful conscious choices regarding its opportunities, limitations and consequences. Social implications – Position and positioning is of relevance in society in broad terms, e.g. in sports, politics and culture. Positioning strategy is discussed and implemented in different industries (business-to-business and consumer), for all kinds of brands (including, for instance, corporate brands) and for “brands” in the very widest sense (such as places or people). Originality/value – This paper relates positioning to the fundamental discussion of brand and market orientation. It integrates positioning research and provides a structured overview of the concept.
|
|
| 7. |
- Urde, Mats, et al.
(författare)
-
The Nobel Prize: A 'Heritage based' Brand-oriented Network
- 2014
-
Annan publikation (övrigt vetenskapligt/konstnärligt)abstract
- Purpose – Understanding the Nobel Prize as a ‘true’ heritage brand in a networked situation and its management challenges, especially regarding identity and reputation.Methodology – The Nobel Prize serves as an in-depth case study and is analysed within an extended corporate brand identity framework that incorporates reputation.Findings – The Nobel Prize is a ‘true’ corporate heritage brand (in this case, organizational brand). It is the ‘hub’ of a linked network of brands – “a federated republic”. The brand core of the Nobel Prize is its set of core values supporting and leading to its promise; “for the benefit of mankind”. The core constitutes a hub around which the essential award-granting institutions, as well as the Nobel Foundation and other related entities and stakeholders gravitate. The laureates represent the Nobel Prize track record. The Will of Alfred Nobel, described as “The Nobel Prize federation’s constitution” is interpreted by us as indicating a brand-oriented approach within a network of interrelated institutions and organisations.Research implications – The concept of ‘brand-oriented networks’ is introduced. An individual organisation’s approach to its marketplace, brand-resources and strategy may to varying degrees be brand-oriented. This study suggests that brand-orientation also applies to a network of brands. Separately, the extended version of the “corporate brand identity matrix” provides a corporate brand framework for identity and reputation management, including networked brands. Practical implications – The new extended framework and the definition of a brand network with a ‘hub’ provide logic for managing the network. Essential managerial questions on how to leverage brand heritage or not are placed in perspective. Identifying and understanding one’s brand heritage and the importance of brand stewardship are reinforced. Suggestions for further research – The investigation of brand networks (market-oriented and/or brand oriented) and the application of the new “Corporate Brand Identity and Reputation Matrix”.Originality / Value – The first case study of the Nobel Prize from a strategic brand management perspective. The articulation and characterisation of it as a ‘brand-oriented network”. The development and application of the new CBIRM.Type of paper – Conceptual blended with empirical case study research
|
|
