Practices in the brand management system: identification and considerations for five business sectors
AbstractPurpose – Brand management systems (BMSs) are of prime importance for brands to monitor effective brand management and enhance firms' performance. The existing scales take various conceptual bases and sometimes eliminate some dimensions, depending on the sector of activity. Based on praxis and a variety of sectors, the purpose of this paper is to identify stable dimensions of BMSs and make configurational patterns emerge according to firms' and sector's characteristics. Design/methodology/approach – A total of 15 in-depth interviews (with a semi-structured questionnaire) were conducted with marketing and communication directors in five sectors of activity (cosmetics, convenience goods, industry, bank/insurance, media). Content analysis was used to examine the configurational patterns that emerged, following a strategy-as-practice approach. Findings – A general BMS pattern emerged from the content analysis with three dimensions: brand identity and values-based, hierarchically based, and implementation based. Interestingly, typical configurations were identified on each dimension and distinct configurational patterns for five sectors. Research limitations/implications – Additional research on other sectors is suggested to further validate the findings as well as building a scale on the basis of the general pattern to analyze the effect of BMS on performance. Practical implications – Configurational patterns represent a flexible, adaptive, and easy-to-apply way to approach and monitor BMS for researchers and managers. Originality/value – This cross-sector research delineates innovative and integrated BMS dimensions and subdimensions emerging from practice and examines their universality. The key subdimension(s) for each dimension is (are) identified and related to recent research on BMS.
Download InfoTo our knowledge, this item is not available for download. To find whether it is available, there are three options:
1. Check below under "Related research" whether another version of this item is available online.
2. Check on the provider's web page whether it is in fact available.
3. Perform a search for a similarly titled item that would be available.
Bibliographic InfoPaper provided by Paris Dauphine University in its series Economics Papers from University Paris Dauphine with number 123456789/12789.
Date of creation: 2013
Date of revision:
Publication status: Published in Journal of Product and Brand Management, 2013, Vol. 22, no. 7. pp. 444-461.Length: 17 pages
Alignment; Brand management system; Configurational patterns; Hierarchical relations; Identity and brand values; Implementation;
Find related papers by JEL classification:
- L84 - Industrial Organization - - Industry Studies: Services - - - Personal, Professional, and Business Services
- L67 - Industrial Organization - - Industry Studies: Manufacturing - - - Other Consumer Nondurables
- L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media
- L66 - Industrial Organization - - Industry Studies: Manufacturing - - - Food; Beverages; Cosmetics; Tobacco
- M14 - Business Administration and Business Economics; Marketing; Accounting - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
- M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing
You can help add them by filling out this form.
reading list or among the top items on IDEAS.Access and download statisticsgeneral information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Alexandre Faure).
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.