Article1999

Out of the Shadows

32 citations0/0 files storedJournal of Marketing Management

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Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification Corporate Identity and Reputation

Abstract

The notion of Brand Reality marks a qualitative break in thinking about branding. Companies successfully applying the concept will discover that in comparison, former approaches to branding were but pale shadows of the real thing. But to do so they must clear two major hurdles. They must unlearn some deep assumptions about brands and branding, including how strong brands are built, how they add value, and what it means to get 'close' to customers. And they must allow the light of new brand thinking to penetrate new areas of their business.

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2006Customer advocacy and brand development 2007Reverse-Market Orientation and Corporate Brand Development 2011Internalising a brand across cultures: the case of IKEA 2013Developing and testing a value chain for fashion retailers: activities for competitive success

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