Brand management

Article Abstract:

A number of recent research studies explored issues surrounding brand management. Berthon et al. (1999) presented an overview of the challenges involved in brand management and highlighted the importance of internal initiatives aimed at satisfying external needs. Meanwhile, Gurhan-Canli and Maheswaran (1998) investigated the relationship between brand extensions and brand name while Grewal et al. (1998) studied the links between brand name and reputation, the retailer, the store name and pricing strategies. Finally, Silver (1999) conducted a study on branding in the consumer durables market, particularly the pricing of product variations bearing an identical brand identity. He looked into the impact of the product launch on the price of the earlier introduced brands as brands progress through its life cycle and new variations are made.

Product Development, Product management, Marketing research, Market research

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Advertising content when brand choice is a signal

Article Abstract:

A proposal is developed which suggests that consumers' brand choice is a form of social interaction in that brand choice signals important social messages to others. The proposal gives a formal rationale for the branding of homogeneous products consumed in public and image advertising. The difference between quality and variety signals and competitive implications are also discussed.

Product quality, Advertising research

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