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Depth versus Breadth Strategies for Global Brand Image Management

80 citations0/0 files storedJournal of Advertising

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

Abstract

Developing and maintaining a brand image is vital to any successful marketing and communication campaign. An image that clearly communicates the needs satisfied by the brand contributes to brand equity and helps combat brand parity. The normative model of brand image management suggests that marketers should base their images on a single set of consumer needs (depth strategy), rather than multiple sets of needs (breadth strategy). The extent to which depth strategies outperformed breadth strategies (in terms of annual change in sales volume, profit margin, and market share) was investigated for U.S. consumer goods exported into international markets. These markets varied in terms of level of economic development, cultural context, and competition. While the results indicate that depth strategies do tend to perform best, there are conditions under which breadth strategies perform just as well.

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2025Advances in Consumer Research 2000Marketing Research: An Applied Approach 1959THE STAGES OF ECONOMIC GROWTH 1986Strategic Brand Concept-Image Management 1991Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency 1989Standardization of International Marketing Strategy: Some Research Hypotheses 1987Advertising and Promotion Management 1990In Search of Brand Image: a Foundation Analysis

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