The process of brand management originated in US consumer goods companies in the 1930s and is now firmly established as a core activity within the marketing department of any significant enterprise. In recent years, there has been a great surge of scholarly and popular interest in the subject. Almost every university offers courses in this area; new journals have formed that focus on brand issues; and an ever-increasing number of books and research articles attest to the growing attention paid to brands and their management.
As work on brands and brand management flourishes now as it has never done before, this new title in the Routledge series, Critical Perspectives on Business and Management, meets the need for an authoritative reference work to make sense of the subject’s vast literature and the continuing explosion in research output. Edited by Richard Elliott, a prominent scholar in the field, Brands and Brand Management is a four-volume collection of classic and contemporary contributions. It brings together material drawn from the plethora of international business and management journals, as well as excerpts from key books and harder-to-find sources. This one-stop resource gathers not just the most important work on brands and how to manage them, but also key research on the fast-developing area of corporate reputation; the emerging areas of managing brands across cultures; and criticism of brands as pernicious elements of globalization.
The first of the four volumes is dedicated to the historical antecedents of brands. It collects research exploring their evolution from signals of provenance and quality to their current status as carriers of symbolic meaning and trust. Volume II brings together the most important writing on the measurement and management of brand equity, including the two major proprietary approaches to the diagnosis of brand health. Volume III gathers the best and most influential thinking on corporate brands and business-to-business brands, and the management of corporate reputation. Volume IV covers the management of brands across cultural and international boundaries. It also contains indispensable scholarship on the emerging social critique of brands, as well as on the defence of their contribution to developing economies.
Fully indexed and with a comprehensive introduction, newly written by the editor, which places the collected material in its historical and intellectual context, Brands and Brand Management is an essential work of reference. It is destined to be valued by marketing and business scholars—as well as those working in allied areas—as a vital research tool.
Volume I: The Evolution of Brands: From signals of quality to storehouses of trust
1. D. Aaker (1995), ‘Building Strong Brands’, Brandweek, 36, 37, 28–32.
2. A. Branthwaite and P. Cooper (1981), ‘Analgesic Effects of Branding in Treatment of Headaches’, British Medical Journal, 282.
3. R. Elliott and N. Yannopoulou (2007), ‘The Nature of Trust in Brands: A Psycho-Social Model’, European Journal of Marketing, 41, 9/10, 988–98.
4. S. Hoeffler and K. Keller (2003), ‘The Marketing Advantages of Strong Brands’, Journal of Brand Management, 10, 6, 421–45.
5. S. Levy (1959), ‘Symbols for Sale’, Harvard Business Review, 37, 4, 117–24.
6. G. McCracken (1993), ‘The Value of the Brand: An Anthropological Perspective’, in D. Aaker and A. Biel (eds.) Brand Equity & Advertising (Lawrence Erlbaum), pp. 125–39.
7. R. Elliott and K. Wattanasuwan (1998), ‘Brands as Symbolic Resources for the Construction of Identity’, International Journal of Advertising, 17(2), 131–44.
8. J. Aaker (1997), ‘Dimensions of Brand Personality’, Journal of Marketing Research, XXXIV, 347–56.
9. J. Austin, J. Siguaw, and A. Mattila (2003), ‘A Re-examination of the Generalizability of the Aaker Brand Personality Measurement Framework’, Journal of Strategic Marketing, 11, 2, 77–92.
10. T. Duncan and S. Moriarty (1998), ‘A Communication-Based Marketing Model for Managing Relationships’, Journal of Marketing, 62, 1–13.
11. S. Auty and R. Elliott (1998), ‘Fashion Involvement, Self-Monitoring and the Meaning of Brands’, Journal of Product and Brand Management, 7, 2 & 3, 109–23.
12. E. Joachimsthaler and D. Aaker (1997), ‘Building Brands Without Mass Media’, Harvard Business Review, 75, 1, 39–50.
13. W. Baker (1999), ‘When Can Affective Conditioning and Mere Exposure Directly Influence Brand Choice?’, Journal of Advertising, 28, 4, 31–46.
14. C. Duncan (1990), ‘Consumer Market Beliefs: A Review of the Literature and an Agenda for Future Research’, Advances in Consumer Research, 17, 729–36.
15. S. Fournier (1998), ‘Consumers and Their Brands: Developing Relationship Theory in Consumer Research’, Journal of Consumer Research, 24, 4, 343–73.
16. A. Bengtsson (2003), ‘Towards a Critique of Brand Relationships,’ Advances in Consumer Research, 30, 154–8.
17. K. Grayson and D. Shulman (2000), ‘Indexicality and the Verification Function of Irreplaceable Possessions’, Journal of Consumer Research, 27, June, 17–30.
18. M. Hatch and J. Rubin (2006), ‘The Hermeneutics of Branding’, Brand Management, 14, 1/2, 40–59.
19. M. Ligas and J. Cotte (1999), ‘The Process of Negotiating Brand Meaning: A Symbolic Interactionist Perspective’, Advances in Consumer Research, 26, 609–14.
20. J. Mindy (2002), ‘Children’s Relationships with Brands: "True Love" or "One-Night Stand"?’ Psychology and Marketing, 19, 4, 369–87.
21. M. Holbrook and R. Schindler (2003), ‘Nostalgic Bonding: Exploring the Role of Nostalgia in the Consumption Experience’, Journal of Consumer Behaviour, 3, 2, 107–27.
22. S. Brown, D. Kozinets, and J. Sherry (2003), ‘Teaching Old Brands New Tricks: Retro Branding and the Revival of Brand Meaning’, Journal of Marketing, 67, 19–33.
23. A. Muniz and T. O’Guinn (2001) ‘Brand Community’, Journal of Consumer Research, 27, 412–32.
24. J. McAlexander, J. Schouten, and H. Koenig (2003), ‘Building Brand Community’, Journal of Marketing, 66, 38–54.
25. B. Cova and V. Cova (2002), ‘Tribal Aspects of Postmodern Consumption Research: The Case of French In-line Roller Skaters’, Journal of Consumer Behaviour, 1, 1, 67–76.
26. S. Kates (2000), ‘Out of the Closet and Out on the Street! Gay Men and Their Brand Relationships’, Psychology and Marketing, 17, 6, 493–513.
27. D. Holt (2002), ‘Why do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding’, Journal of Consumer Research, 29, 1, 70–90.
Volume II: Measuring and Managing Brands
28. N. Dawar and P. Parker (1994), ‘Marketing Universals: Consumers’ Use of Brand Name, Price, Physical Appearance, and Retailer Reputation as Signals of Product Quality’, Journal of Marketing, 58, 81–95.
29. K. Keller (1993), ‘Conceptualizing, Measuring and Managing Customer-Based Brand Equity’, Journal of Marketing, 57, 1, 1–22.
30. P. Dyson, A. Farr, and N. Hollis (1996), ‘Understanding, Measuring, and Using Brand Equity’, Journal of Advertising Research, Nov./Dec., 9–21.
31. A. Farr (1999), ‘Does Your Brand Have the Energy to Compete?’, Admap, Apr., 35–41.
32. A. Baldinger, E. Blair, and R. Echambadi (2002), ‘Why Brands Grow’, Journal of Advertising Research, Jan./Feb., 7–14.
33. J. McQueen, A. Sylvester, and S. Moore (1998), ‘Brand Growth’, in J. P. Jones (ed.), How Advertising Works (Sage), pp. 49–56.
34. M. Stockdale (1999), ‘Are All Consumers Equal?’, in J. P. Jones (ed.), How to Use Advertising to Build Strong Brands (Sage), pp. 211–23.
35. W. Park, B. Jaworski, and D. MacInnis (1986), ‘Strategic Brand Concept-Image Management’, Journal of Marketing, 50, 135–45.
36. P. H. Farquhar et al. (1992), ‘Strategies for Leveraging Master Brands: How to Bypass the Risks of Direct Extensions’, Marketing Research, 32–43.
37. D. A. Aaker and K. L. Keller (1990), ‘Consumer Evaluations of Brand Extensions’, Journal of Marketing, 27–41.
38. J. Park, K. Kim, and J. Kim (2002), ‘Acceptance of Brand Extensions: Interactive Influence of Product Category Similarity, Typicality of Claimed Benefits, and Brand Relationship Quality’, Advances in Consumer Research, 29, 190–8.
39. A. Learned (2004), ‘How to Market to Women by Humanising Your Brand’, Admap, 456, Dec., 31–7.
40. K. Keller, S. Heckler, and M. Houston (1998), ‘The Effects of Brand Name Suggestiveness on Advertising Recall’, Journal of Marketing, 62, 1, 48–57.
41. G. Carpenter, R. Glazer, and K. Nakamoto (1994), ‘Meaningful Brands from Meaningless Differentiation: The Dependence on Irrelevant Attributes’, Journal of Marketing Research, 31, 339–50.
42. A. Ehrenberg, N. Barnard, and J. Scriven (1997), ‘Differentiation or Salience’, Journal of Advertising Research, Nov., 7–14.
43. S. Miller and L. Berry (1998), ‘Brand Salience versus Brand Image: Two Theories of Advertising Effectiveness’, Journal of Advertising Research, Sept./Oct., 77–82.
44. A. Ehrenberg et al. (2002), ‘Brand Advertising as Creative Publicity’, Journal of Advertising Research, July/Aug., 7–18.
45. J. Romaniuk (2003), ‘Brand Attributes: "Distribution Outlets" in the Mind’, Journal of Marketing Communications, 9, 73–92.
46. A. Biel (1990), ‘Strong Brand, High Spend’, Admap, Nov., 2–9.
47. M. Roehm, E. Pullins, and H. Roehm (2002), ‘Designing Loyalty-Building Programs for Packaged Goods Brands’, Journal of Marketing Research, 39, 2, 202–13.
48. G. Dowling and M. Uncles (1997), ‘Do Customer Loyalty Programs Really Work?’, Sloan Management Review, 38, 4, 71–82.
49. J. Miller (2001), ‘Building Bonds with Packaged-Goods Consumers’, Admap, Nov., 22–5.
50. A. Marquez and C. Fombrun (2005), ‘Measuring Corporate Social Responsibility’, Corporate Reputation Review, 7, 4, 204–8.
Volume III: Corporate Brands and Corporate Reputation
51. M. Hatch and M. Schultz (2001), ‘Are the Strategic Stars Aligned for Your Corporate Brand?’, Harvard Business Review, Feb., 129–34.
52. L. De Cheratony (2002), ‘Living the Corporate Brand: Brand Values and Brand Enactment—Would a Brand Smell any Sweeter by a Corporate Name?’, Corporate Reputation Review, 5, 2/3 114–32.
53. S. Leitch and N. Richardson (2003), ‘Corporate Branding in the New Economy’, European Journal of Marketing, 37, 7/8, 1065–79.
54. O. Maathuis, J. Rodenburg, and D. Sikkel (2003), ‘Credibility, Emotion or Reason?’, Corporate Reputation Review, 6, 4, 333–45.
55. M. Hatch and M. Schultz (2003), ‘Bringing the Corporation into Corporate Branding’, European Journal of Marketing, 37, 7/8, 1041–64.
56. Z. Gürhan-Canli and R. Batra (2004), ‘When Corporate Image Affects Product Evaluations: The Moderating Role of Perceived Risk’, Journal of Marketing Research, 41, 2, 197–205.
57. C. Gronroos (1990), ‘Relationship Approach to Marketing in Service Contexts: The Marketing and Organizational Behavior Interface’, Journal of Business Research, 20, 3–11.
58. L. Berry and S. Lampo (2004), ‘Branding Labor-Intensive Services’, Business Strategy Review, Spring, 15, 1, 18–25.
59. S. Hogan, E. Almquist, and S. Glynn (2005), ‘Brand Building: Finding the Touchpoints that Count’, Journal of Business Strategy, 21, 11–18.
60. S. Davis and T. Longoria (2003), ‘Harmonizing Your Touchpoints’, Brand Packaging, Jan./Feb., 1–4.
61. C. Mitchell (2002), ‘Selling the Brand Inside’, Harvard Business Review, Jan., 99–105.
62. N. Bendapundi and V. Bendpundi (2005), ‘Creating the Living Brand’, Harvard Business Review, May, 124–32.
63. C. van Riel (2000), ‘Corporate Communication Orchestrated by a Sustainable Corporate Story’, in M. Schultz, M. Hatch, and M. Larsen (eds.), The Expressive Organization (Oxford University Press), 157–81.
64. D. Barry and M. Elmes (1997), ‘Strategy Retold: Toward a Narrative View of Strategic Discourse’, Academy of Management Review, 22, 2, 429–52.
65. D. Boje (1991), ‘The Storytelling Organization: A Study of Story Performance in an Office-Supply Firm’, Administrative Science Quarterly, 36, 106–26.
66. M. Stanier (2001), ‘Living the Brand at Airtours Holidays’, Strategic Communication Management, Aug., 28–31.
67. T. Hickman, K. Lawrence, and J. Ward (2005), ‘A Social Identities Perspective on the Effects of Corporate Sport Sponsorship on Employees’, Sports Marketing Quarterly, 14, 3, 148–57.
68. R. Madrigal (2000), ‘The Influence of Social Alliances with Sports Teams on Intentions to Purchase Corporate Sponsors’ Products’, Journal of Advertising, 29, 4, 13–24.
69. N. Ind (2003), ‘A Brand of Enlightenment’, in Ind (ed.) Beyond Branding (Kogan Page), pp. 1–20.
70. Business in the Community (2004), ‘Brand Benefits of Cause-Related Marketing’ (www.bitc.org.uk), 1–9.
71. C. Bhattacharya and S. Sen (2004), ‘Doing Better at Doing Good: When, Why, and How Consumers Respond to Corporate Social Initiatives’, California Management Review, 47, 1, 9–24.
72. W. Werther (2004), ‘Strategic Corporate Social Responsibility as Global Brand Insurance’, Business Horizons, 48, 4, 317–24.
73. F. Hieronimus, K. Schaefer, and J. Schröder (2005), ‘Using Branding to Attract Talent’, McKinsey Quarterly, 3, 12–14.
74. B. Leeuwen van, J. Pieters, and T. Crawford (2005), ‘Building Philips’ Employer Brand from the Inside Out’, Strategic HR Review, 4, 4, 16–19.
Volume IV: Cross-Cultural and Critical Perspectives on Brands
Part 1
75. M. De Mooij (2003), ‘Convergence and Divergence in Consumer Behaviour: Implications for Global Advertising’, International Journal of Advertising, 22, 183–202.
76. D. Holt, J. Quelch, and E. Taylor (2004), ‘How Global Brands Compete’, Harvard Business Review, 82, 9, 68–75.
77. T. Erdem, J. Swait, and A. Valenzuela (2006), ‘Brands as Signals: A Cross-Country Validation Study’, Journal of Marketing, 70, 34–49.
78. G. Eckhardt and M. Houston (2002), ‘Cultural Paradoxes Reflected in Brand Meaning: McDonald’s in Shanghai, China’, Journal of International Marketing, 10, 2, 68–82.
79. J. Aaker, V. Benet-Martinez, and J. Garolera (2001), ‘Consumption Symbols as Carriers of Culture: A Study of Japanese and Spanish Brand Personality Constructs’, Journal of Personality and Social Psychology, 81, 3, 492–508.
80. M. Supphellen and K. Grønhaug (2003), ‘Building Foreign Brand Personalities in Russia: The Moderating Effect of Consumer Ethnocentrism’, International Journal of Advertising, 22, 203–26.
81. V. Fonseca (2005), ‘Nuevo Latino: Rebranding Latin American Cuisine’, Consumption, Markets and Culture’, 8, 2, 95–130.
82. A. Joy (2001), ‘Gift Giving in Hong Kong and the Continuum of Social Ties’, Journal of Consumer Research, 28, 239–56.
83. J. Kacen and J. Lee (2002), ‘The Influence of Culture on Consumer Impulsive Buying Behaviour’, Journal of Consumer Psychology, 12, 2, 163–76.
84. H. Chen, S. Ng, and A. Rao (2005), ‘Cultural Differences in Consumer Impatience’, Journal of Marketing Research, 42, 3, 291–301.
85. D. Ackerman and G. Tellis (2001), ‘Can Culture Affect Prices?’, Journal of Retailing, 77, 1, 57–82.
86. E. Arnould and R. Wilk (1984), ‘Why do the Natives Wear Adidas?’, Advances in Consumer Research, 11, 748–53.
87. L. Teng and M. Laroche (2006), ‘Interactive Effects of Appeals, Arguments, and Competition Across North American and Chinese Cultures’, Journal of International Marketing, 14, 4, 110–28.
88. Z. Nan and R. Belk (2004), ‘Chinese Consumer Readings of Global and Local Advertising Appeals’, Journal of Advertising, 33, 3, 63–76.
89. J. Zhang and S. Shavitt (2003), ‘Cultural Values in Advertisements to the Chinese X-Generation’, Journal of Advertising, 32, 1, 23–33.
90. T. Madden, K. Hewitt, and M. Roth (2000), ‘Managing Images in Different Cultures: A Cross-National Study of Color Meanings and Preferences’, Journal of International Marketing, 8, 4, 90–107.
91. A. Lindridge and S. Dibb (2003), ‘Is "Culture" a Justifiable Variable for Market Segmentation?’, Journal of Consumer Behaviour, 2, 3, 269–86.
92. C. Wang (2000), ‘Right Appeals for the "Right Self": Connectedness—Separateness Self-Schema and Cross-Cultural Persuasion’, Journal of Marketing Communications, 6, 205–17.
93. E. Aish, C. Ennew, and S. McKechnie (2003), ‘A Cross-Cultural Perspective on the Role of Branding in Financial Services’, Journal of Marketing Management, 19, 1021–42.
Part 2
94. T. Witkowski (2005), ‘Antiglobal Challenges to Marketing in Developing Countries: Exploring the Ideological Divide’, Journal of Public Policy and Marketing, 24, 1, 7–23.
95. R. Wilk (1998), ‘Emulation, Imitation and Global Consumerism’, Organization and Environment, 11, 3, 314–33.
96. R. Belk, T. Devinney, and G. Eckhardt (2005), ‘Consumer Ethics Across Cultures’, Consumption, Markets and Culture, 8, 3, 275–89.
97. R. Elliott and C. Leonard (2004), ‘Peer Pressure and Poverty: Exploring Fashion Brands and Consumption Symbolism Amongst Children of the "British Poor"’, Journal of Consumer Behaviour, 3, 4, 347–59.
98. C. Pechmann et al. (2005), ‘Impulsive and Self-Conscious: Adolescents’ Vulnerability to Advertising and Promotion’, Journal of Public Policy & Marketing, 24, 2, 202–21.
99. M. Kniazeva and R. Belk (2007), ‘Packaging as a Vehicle for Mythologizing the Brand’, Consumption, Markets and Culture, 10, 1, 51–69.
100. C. Hollenbeck and G. Zinkhan (2006), ‘Consumer Activism on the Internet: The Role of Anti-Brand Communities’, Advances in Consumer Research, 33, 479–85.
101. M. Luedicke (2006), ‘Brand Community Under Fire: The Role of Social Environments for the Hummer Brand Community’, Advances in Consumer Research, 33, 486–93.
Biography
Richard Elliott is Professor of Marketing and Consumer Research at Warwick Business School and a Fellow of St Anne’s College, Oxford.
He is a visiting professor at ESSEC Paris, Université Paris II, Hong Kong Polytechnic University and Thammasat University Bangkok. Previously he was the first person to be appointed to a readership in marketing at the University of Oxford and was a Deputy Director of the Säid Business School.
He worked for 12 years in brand management with a number of US multinationals and as an Account Director at an international advertising agency. He is a Member of the Research Steering Committee of the Association of Business Schools and a Visiting Research Fellow in the Customer Research Academy, School of Management, UMIST, Manchester.
He has carried out consultancy work in ethnography, consumer insight and consumer psychology for Diageo, Unilever, Asda, Orange, NTL, Virgin Atlantic, P&O Cruises, Coors, Sun Alliance, Mars, Nokia and Barclays Bank; and management development work with Bass, British Airways, United Biscuits, and Royal & Sun Alliance. He has also carried out pro-bono consultancy work for the British Council in Tanzania and VSO in Ghana.
He is European Editor of the Journal of Product and Brand Management. He has published books on Strategic Advertising Management, Strategic Brand Management, and Interpretive Consumer Research and over 100 research papers in such journals as Journal of Consumer Research, Consumption, Markets, and Culture, Human Relations, International Journal of Advertising, European Journal of Marketing, International Journal of Research in Marketing, Journal of Marketing Management, Advances in Consumer Research, Journal of Consumer Policy, International Journal of Market Research, Journal of Product and Brand Management, Psychology & Marketing, Journal of Consumer Behaviour.
His research focuses on the symbolic meaning of brands, consumer culture and identity, and the dynamics of brand ecology and he has received an ESRC award for a study of ‘The Evolution of Brand Consciousness: Retail Change and Intergenerational Factors’.
