Consumer Brand Categorisation: Basic Framework and Managerial Implications

Abstract

This article presents the basic framework of the Brisoux‐Laroche conceptualisation of the brand categorisation process. Included is a complete description of the model. The importance to managers of fully understanding how and why consumers categorise brands into the evoked, hold, foggy and reject sets is discussed. Sample results are presented. The major contribution is that a number of actionable marketing strategies are presented for brand managers to employ, given that they are aware of how their brand is categorised.

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