The brand-supportive firm: An exploration of organisational drivers of brand updating
Author(s)
Yakimova, Raisa
Beverland, Michael
Griffith University Author(s)
Year published
2005
Metadata
Show full item recordAbstract
The maintenance of brand equity over the long term receives little attention in the brand management literature. This paper examines examples of evolutionary and revolutionary brand changes. A classification strategy is offered for brand-supportive versus non-brand-supportive firms. In addition, the combinations of capabilities of distinguishing firms that continually grow brand value are also examined through case studies of brand repositioning. Brand-supportive firms are characterised by brand-updating capabilities. That is, they are able constantly to keep their brands relevant through day-to-day adjustments in their ...
View more >The maintenance of brand equity over the long term receives little attention in the brand management literature. This paper examines examples of evolutionary and revolutionary brand changes. A classification strategy is offered for brand-supportive versus non-brand-supportive firms. In addition, the combinations of capabilities of distinguishing firms that continually grow brand value are also examined through case studies of brand repositioning. Brand-supportive firms are characterised by brand-updating capabilities. That is, they are able constantly to keep their brands relevant through day-to-day adjustments in their marketing programmes. A brand-updating capability consists of a brand-supportive dominant logic, a market orientation and a generative learning style to allow firm members to reflect constantly on the effectiveness of current brand strategies.
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View more >The maintenance of brand equity over the long term receives little attention in the brand management literature. This paper examines examples of evolutionary and revolutionary brand changes. A classification strategy is offered for brand-supportive versus non-brand-supportive firms. In addition, the combinations of capabilities of distinguishing firms that continually grow brand value are also examined through case studies of brand repositioning. Brand-supportive firms are characterised by brand-updating capabilities. That is, they are able constantly to keep their brands relevant through day-to-day adjustments in their marketing programmes. A brand-updating capability consists of a brand-supportive dominant logic, a market orientation and a generative learning style to allow firm members to reflect constantly on the effectiveness of current brand strategies.
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Journal Title
Journal of Brand Management
Volume
12
Issue
6
Subject
Marketing Management (incl. Strategy and Customer Relations)
Business and Management
Marketing