Does brand meaning exist in similarity or singularity?
Drawing on Clark and Marshall's [Clark Herbert H., Marshall Catherine R. Definite Reference and Mutual Knowledge. In: Joshi Aravind K., Webber Bonnie L., Sag Ivan A., editors. Elements Of Discourse Understanding. Cambridge, UK: Cambridge University Press, 1981.] theory of mutual knowledge, this article presents a framework for understanding and managing brand meaning. Specifically, we provide an overarching theory of branding, with associated testable propositions. While traditional brand management theory focuses primarily on brand-related marketing communications, the role that the knowledge base of the recipient plays in interpreting these communications is generally overlooked. This may explain the multiple and sometimes dissonant brand meanings that arise despite consistent, simple and memorable brand communications. The theory of mutual knowledge stresses that assonance of meaning will only arise between the sender and recipient of a set of communications when both parties share a mutual knowledge base. Thus, to co-create brand meaning, organizations must understand the knowledge base of different stakeholder groups. Effective brand co-creation combines the management of both communications and stakeholders' mutual knowledge.
If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.
References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Ritson, Mark & Elliott, Richard, 1999. " The Social Uses of Advertising: An Ethnographic Study of Adolescent Advertising Audiences," Journal of Consumer Research, Oxford University Press, vol. 26(3), pages 260-277, December.
- Gene M. Grossman & Carl Shapiro, 1984. "Informative Advertising with Differentiated Products," Review of Economic Studies, Oxford University Press, vol. 51(1), pages 63-81.
- Blackston, Max & null, 2, 2000. "Observations: Building Brand Equity by Managing the Brand&s Relationships," Journal of Advertising Research, Cambridge University Press, vol. 40(06), pages 101-105, December.
- Laurens G. Debo & L. Beril Toktay & Luk N. Van Wassenhove, 2005. "Market Segmentation and Product Technology Selection for Remanufacturable Products," Management Science, INFORMS, vol. 51(8), pages 1193-1205, August.
- McCracken, Grant, 1989. " Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process," Journal of Consumer Research, Oxford University Press, vol. 16(3), pages 310-321, December.
- Keller, Kevin Lane, 2003. " Brand Synthesis: The Multidimensionality of Brand Knowledge," Journal of Consumer Research, Oxford University Press, vol. 29(4), pages 595-600, March.
- Campbell, Margaret C & Keller, Kevin Lane, 2003. " Brand Familiarity and Advertising Repetition Effects," Journal of Consumer Research, Oxford University Press, vol. 30(2), pages 292-304, September.
- Muniz, Albert M, Jr & O'Guinn, Thomas C, 2001. " Brand Community," Journal of Consumer Research, Oxford University Press, vol. 27(4), pages 412-432, March.
- Shaked, Avner & Sutton, John, 1981. "Heterogeneous consumers and product differentiation in a market for professional services," European Economic Review, Elsevier, vol. 15(2), pages 159-177.
- Kleine, Robert E, III & Kernan, Jerome B, 1991. " Contextual Influences on the Meanings Ascribed to Ordinary Consumption Objects," Journal of Consumer Research, Oxford University Press, vol. 18(3), pages 311-324, December.
- Thompson, Craig J & Pollio, Howard R & Locander, William B, 1994. " The Spoken and the Unspoken: A Hermeneutic Approach to Understanding the Cultural Viewpoints That Underlie Consumers' Expressed Meanings," Journal of Consumer Research, Oxford University Press, vol. 21(3), pages 432-452, December.
- Holt, Douglas B, 2002. " Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding," Journal of Consumer Research, Oxford University Press, vol. 29(1), pages 70-90, June.
- Cowley, Elizabeth & Mitchell, Andrew A, 2003. " The Moderating Effect of Product Knowledge on the Learning and Organization of Product Information," Journal of Consumer Research, Oxford University Press, vol. 30(3), pages 443-454, December.
- Hollis, Nigel, 2005. "Ten Years of Learning on How Online Advertising Builds Brands," Journal of Advertising Research, Cambridge University Press, vol. 45(02), pages 255-268, June.
When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:62:y:2009:i:3:p:356-361. See general 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: (Dana Niculescu)
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.