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The author discusses the theory of brand management and suggests some measures to sustain brand value. He opines that Organizations must create win-win relationships with the customers and says that a great emphasis is laid upon to prevent risks of global brand hell. It is also felt that enormous value multiplication can happen when the so called 'machine-age management' gets over itself and wholly empowers services.

This paper uses Aaker and Keller's (1990) brand extension model as a theoretical framework to examine the major factors contributing towards positive or negative evaluation of a co-branded offering. The study gained insights into how consumers form attitudes towards co-branded products using data from 194 university students in Western Australia. The research instrument measured reactions to 12 experimental co-brands and collected both qualitative and quantitative data. The findings suggest that when original brands are perceived as high quality then co-brands will be evaluated more positively, indicating that original brand attitudes (high quality levels) are more easily extended to co-brands. The research also found that if there was perceived 'fit' between participating co-brand partners (based on either product category or brand concept consistency) then the co-brand evaluation would be positive. Finally, it was found that the more difficult the product was to manufacture, the more favourable the co-brand evaluation, as the alliance seemed 'worthwhile'. The study recognises the importance that partner selection plays in the success of co-brands. It highlights the importance of original brand attitude (quality levels) and fit between brand partners for positive consumer evaluation in a co-brand context. This information can assist brand managers in decisions regarding partner brand selection. [ABSTRACT FROM AUTHOR]

Competition between places has led to city branding becoming increasingly important. Due to its multifaceted nature, city branding differs from product/services branding for several reasons including: (1) the lack of control over the city experience (2) the mutating nature of the target market (3) the variety of stakeholders and steerers. These issues can result in multiple brand visions being implemented by diverse target groups. This can lead to a lack of consistency and dilution of the strength of cities' brands. This paper proposes a method using the Delphi process as a mechanism to help create multiple stakeholder buy-in to a single brand vision and consequently a strong cohesive brand. [ABSTRACT FROM AUTHOR]

This paper analyses the branding strategy of a leading French food producer in the fast growing Chinese market. The company, Danone Group (DG), has long been operating internationally with success. However, like several multinational enterprises, its initial entry into China was a failure. Nevertheless, DG later succeeded in gaining a dominant position by rethinking its commercial approach. This discussion focuses on DG's branding strategy in its three main product lines: dairy products, biscuits and beverages. Overall, the analysis shows how success can be achieved if brands (and other product attributes) are customised when operating in a different culture. This process of adaptation has been implemented without negating links to the corporate brand. [ABSTRACT FROM AUTHOR]

There has recently been a growing interest and literature in the application of brand management principles to political parties. The idea of applying branding to political parties is, however, challenging as political parties have long viewed themselves as ideologically driven. With the ascent of consumerism, which was encouraged by Thatcher's neo-liberal ideology, political parties have become more marketing oriented. Given that brands are part of everyday consumer behaviour, it may be that political parties operate and voters make electoral choices similar to the way in which consumers choose commercial brands. This paper demonstrates that the role of ideology has declined in recent years, and political parties in Britain are increasingly attempting to be consumer driven. The paper, however, argues that there is a tension for political brands in that there is a need for them to be voter driven, while at the same time being responsible for the long term. Hence, they have an objective also to 'drive the market' in a way that will sustain the future prosperity of Britain. [ABSTRACT FROM AUTHOR]

Corporate reputation has become an invaluable asset for every company. The literature on corporate reputation is reviewed and corporate reputation is conceptualised in the context of the theory of planned behaviour. The effect of corporate reputation on intentions among shareholders is discussed and research questions formulated. Data are collected from a sample of shareholders of a publicly listed telephone company. Results indicate that an attitudinal conceptualisation and operationalisation of corporate reputation provides useful results and diagnostics to help companies further enhance their corporate reputation. [ABSTRACT FROM AUTHOR]

This is a regular section of the Journal which looks at branding issues and related intellectual property (IP) law matters such as trade marks, design rights, copyright or patents. The section is edited by Sarah Hadland (née Hodson) for the Journal of Brand Management. The section regularly gives overviews of pertinent cases in the UK, the European Union and further afield, and provides a valuable legal perspective to the case studies and research papers which appear alongside it in the Journal. For any further information on any of the topics covered in this Legal Update please contact Sarah Hadland at Eversheds on 0845 497 9797. [ABSTRACT FROM AUTHOR]

This is a regular section of the Journal which looks at branding issues and related intellectual property (IP) law matters such as trade marks, design rights, copyright or patents. The section is edited by Sarah Hodson for the Journal of Brand Management. The section regularly gives overviews of pertinent cases in the UK, the European Union and further afield, and provides a valuable legal perspective to the case studies and research papers which appear alongside it in the Journal. For any further information on any of the topics covered in this Legal Update please contact Sarah Hodson at Eversheds on 020 7919 4500. [ABSTRACT FROM AUTHOR]

Corporate brand management aims to establish a favourable disposition towards the organisation by its various stakeholders. This paper presents a new holistic perspective to integrating the areas of corporate branding, corporate identity management and corporate communication with the customer. Theory in these areas provides several yet unanswered questions. The aim is to bridge this gap and advance an understanding of the application of marketing and management theories in these three areas. The aim of this paper is to investigate the concepts and constructs that combine the corporate brand and the customer brand and to develop a conceptual framework. The conceptual framework suggests that aligning the company, the stakeholders and the customers is important as it is the entire corporation that is being branded. The context of the conceptual framework is looked upon in terms of the alignment between strategic vision, brand identity and brand knowledge. To get a balanced picture of corporate branding, the paper provides theoretically based knowledge on how the concepts and constructs of corporate and customer brands can be linked. The conceptual framework will form a basis for an auditing method. The limitation of this paper is that it is only the conceptual framework that is introduced here. [ABSTRACT FROM AUTHOR]

The emergence of airline alliance brands represents an unexplored area in the context of the nascent field of corporate brand management. This study reports a case study of an alliance brand within the airline industry: oneworld. The research into the oneworld alliance was driven by two fundamental questions relating to alliance brands: what are alliance brands and what are the implications of alliance brands for corporate branding and brand alliances? This study suggests that, with careful nurturing on the part of marketers, alliance brands have the potential to develop into a valuable strategic resource. This preliminary study has resulted in recommendations in terms of research and practice relating to alliance brands. [ABSTRACT FROM AUTHOR]

Destination marketing organisations, often with government support, have traditionally been responsible for promoting their respective locations. A number of authors are now suggesting a review of this responsibility. The claim is that destination marketing and the destination brand have the limitation of being tourism focused only and often preclude major stakeholders in a location. The more holistic approach of location or place brand management is gaining interest. The aim of this paper is to identify the literature calling for reform of destination marketing practices as well as the growing body of literature addressing location brand management. A distinction between destination brand and location brand is made, followed by the identification of potential areas of research relevant to the brand management of locations. [ABSTRACT FROM AUTHOR]

The riots against the World Trade Organization in Seattle and the protests in Washington present a real threat to the reputation of global firms. Those changes in circumstance led international firms to pay considerable attention to the management of corporate reputation, which has been recognised as a major challenge for firms competing in changing environments. The paper argues a case for the practical management of corporate reputation and investigates its relationship with other related elements. The paper explores the development of the management of corporate reputation in relation to communication, identity and trust, and communication, identity and image. The two concepts create guidelines for managing corporate reputation; firms should manage their corporate reputation in relation to trustworthiness and credibility, which are based on the past achievement of the firm. [ABSTRACT FROM AUTHOR]

The appellation of origin, which indicates an agro-food product's region of origin, is growing in importance, both as a guarantee of the quality of the product and as a brand associated with a set of differentiating attributes. In this context, the present work analyses the consumer's temporary involvement with wine appellations of origin, specifically framing this analysis in the purchase process. To measure this construct it is proposed to refer to its cognitive base. This variable is employed to segment the market, identifying three clusters of consumers with varying involvement with the appellation of origin, differentiated by their structures of knowledge about the brand, but with similar demographic and socioeconomic characteristics. In addition, the paper also examines the development of each of these segments' affective, cognitive and behavioural responses towards this sign. [ABSTRACT FROM AUTHOR]

This research aims to identify the essence of the Polish national brand and the way Polish culture is being communicated through the national brand. Having conducted both quantitative and qualitative research into the cultural symbols of the nation and their representations within and outside of Poland, the findings show a discrepancy between what is perceived as the national brand within Poland, the way the brand is communicated, and the way the brand is perceived outside of the country. The paper concludes with some reflections upon the relationship between national brand and national culture, and how this could be better managed. [ABSTRACT FROM AUTHOR]

As the recent years saw the rapidly decreasing effectiveness of traditional brand communications, event-marketing has emerged as a new breed of communication strategy, which involves target audiences as active participants on a behavioural level. By using a participatory case study method, this paper demonstrates the nature, scope and benefits of event-marketing in differentiating and enhancing customer–brand relationships in relation to a German university. The study concludes that event-marketing facilitates customer engagement with the brand through informal dialogues and personal first-hand brand experiences. Implications for managers are discussed and avenues for further research offered. [ABSTRACT FROM AUTHOR]

This paper addresses the issue of how brands can help managers navigate the complex process of creative judgment in order to successfully identify and develop original and valuable ideas. It investigates the problems facing companies in their attempt to generate and recognise creativity, arguing that too often companies rely on traditional market research techniques that limit depth and richness of knowledge, prevent intuitive decision making and encourage safe incremental change and seller-centric behaviour. The authors suggest that much traditional customer research dampens creativity, because it is essentially backward-looking. It makes the assumption that customers have the ability and imagination to envision the future, to know what they will desire tomorrow and to be able to articulate that desire. The argument is that the answer to successful judgment is a high level of situational intelligence: the shared knowledge and cultural milieu that encourage managers to focus on and connect with stakeholders, which in turn facilitates more intuitive and creative decision making. The authors assert that the brand provides an essential construct of this concept. This paper sets out to illustrate, via theoretical analysis and practical examples, how the brand can contribute to situational intelligence and in doing so can increase the level of an organisation's ability to innovate and create value. Not only does the paper argue against traditional business practices that inhibit creative behaviour and the ability or willingness of managers to make creative judgments, it also advocates a process of creative brand free-flow. This is highlighted by research into a number of globally innovative companies that rely on their brand values to help them break down traditional corporate barriers and help guide, focus and facilitate creativity. This paper is valuable in that it illustrates how a shift in managerial and corporate thinking can lead to higher levels of significant innovation and value creation. [ABSTRACT FROM AUTHOR]

The purpose of this study is to trace key developments in the evolution of consumer brand choice. Based upon the critical and in-depth literature review, several salient issues are identified. Today's consumer can be characterised as suffering from 'over choice' and choice fatigue. As a consequence, consumers have developed phased decision-making strategies in order to simplify their decision making. An integral component of these phased decision-making strategies is the formation of a downsized subset of brands, the consideration set, from which brand choice is made. Of those brands held within the consideration set, similarities in terms of brand attributes have prompted brand image as the significant differentiator in facilitating choice. It is evident that brands must develop an emotional and symbolic attachment with consumers if they are to succeed in today's highly competitive marketplace. Brand managers must recognise that it is through the manipulation and moulding of brand image that truly meaningful differentiation and brand meaning can be achieved. The main contribution of the paper lies in the exploration of brand image. Brand image is viewed as a multi-dimensional construct — the key dimensions of heritage and authenticity have been identified as pivotal determinants of brand success. [ABSTRACT FROM AUTHOR]

Finding new ways to build brands that achieve a differentiated status in the minds of customers has become increasingly difficult. Nevertheless, companies today recognise that brands are one of their most important assets and have made them an axial component of their strategy. One line of research that has been evolving in order to help brands achieve such differentiation is with respect to social values. This paper presents a reference group influence model which considers brand building with social values by leveraging brand equity with public services. Study data were analysed using a mixed factorial MANOVA, and results show that, in general, it makes more sense for private companies to associate to public services that are both secondary (requiring an extra payment for their consumption) and publicly consumed (when others are aware of consumption). [ABSTRACT FROM AUTHOR]

Incumbent political parties, like the providers of commercial goods and services, are seeking to secure repeat sales at a time when consumer loyalty is under threat from proliferating choice and social realignment. As with other large and infrequent purchases, parties need to use marketing not only to win a sale (an election) but also to minimise post-purchase dissonance and encourage brand loyalty so that consumers will buy their product in the future. Successful parties develop brand attributes in their leaders to maintain relationships with supporters beyond the initial transaction, although in doing so they create problems for leadership succession. [ABSTRACT FROM AUTHOR]

In recent years it has become increasingly popular for marketing people to suggest that it is we, the consumers, who 'own' their brands. The argument, put forward by, among others, Jeremy Bullmore of WPP, rests on the notion that the true value of brands lies in our perceptions of them. These perceptions, it is argued, rest in our individual minds, thus it is we — not the manufacturers or trade mark proprietors — who own the brands. A second thread of the argument suggests that, as brands are now increasingly shaped by factors way beyond those within the control of the marketers and brand owners, there is clear evidence of a loss of ownership. While accepting that the nature of the relationship between brand owner and we, the consumer, has fundamentally changed, this paper argues that it would be dangerous for any marketer to accept the notion of consumer as brand owner at face value. This paper highlights the associated risks, not only from a legal sense of opening the door to possible counterfeiters, but also from a marketing perspective. The paper highlights a difference between individual perceptions of the brand and the brand itself, and it goes on to put forward the case for brands as units of social currency and tools of multiplicity, with the need for brand owners to manage them as such. The paper also champions the role of 'that vision thing', and the need for brand owners to lead, and not just follow, consumers' current wishes. Finally, the paper calls for brand owners not to abdicate their responsibilities, but rather to recognise that they are now operating in the field of negotiated relationships. [ABSTRACT FROM AUTHOR]

This paper enquires into the nature of brand value. It argues that what contemporary trade mark law actually protects is the right to appropriate a value stream from a socialised production process in which consumers create symbolic and affective wealth around brands in their everyday communicative interaction. It argues that the autonomous nature of this communicative production process also causes legitimacy problems for trade mark law. The more brand managers outsource the production of brand value to the social life of consumers, the more difficult it becomes to legitimise their exclusive rights to derive value from it. [ABSTRACT FROM AUTHOR]

Ask someone to distinguish a trade mark from a brand and there may be a problem; for some, the two are synonymous. To others, while they may know what a brand is, they may find it hard to define one. This paper explains brands and looks at the similarities and differences they have with trade marks. It explores the reasons why companies are prepared to spend large fortunes building — and then protecting — their brands and the benfits that can accrue as a result, to both the company and its customers, when things go well. When brands come under attack, intellectual property rights, one might think, are ideally suited to protect them but it is clear they are not fully up to the task and brand owners must seek protection from a patchwork of disparate laws, some of which are ill-suited to the purpose. The paper concludes with a look at the wider social and economic contribution of brands and questions how well they are really understood. [ABSTRACT FROM AUTHOR]

This paper discusses branding from the UK perspective with respect to protection of trade marks. The considerations, however, largely apply equally throughout the European Union and other European countries. In addition, the principles discussed are almost certainly applicable with very little if any modification to branding activity throughout the commercial world. [ABSTRACT FROM AUTHOR]

Brand management has traditionally been sustained by legally-protectable trade marks. But are trade mark laws keeping up with progressive branding practices? If not, should those practices be corralled within the law's traditional definitions and confines? Or should trade mark law be rethought and updated to reflect the world it regulates? Insight into the answers can be found in an exploration of the jurisprudence and commercial practices that underpin trade mark and branding practices, as evidenced by the rules that guide their implementation. This paper thus investigates the key rules that govern brand management: trade mark law and branding lore. These two bodies of rules are built on the same foundation of indicating to cusomers the origin of goods and services. Yet culturally-inspired, commercially-motivated branding lore increasingly diverges from, and is inclined to conflict with, the mandates of trade mark law. In particular, traditional trade mark principles are challenged by neo-branding practices that transform brands into icons by which consumers express their identities and values. How can brand owners negotiate the inconsistencies between branding lore and trade mark law? How can they try to draw on the best of both worlds to meet their business needs? The paper offers some suggestions and concludes with speculation about the direction in which the law might develop. [ABSTRACT FROM AUTHOR]

This is a regular section of the Journal which looks at branding issues and related intellectual property (IP) law matters such as trade marks, design rights, copyright or patents. The section is edited by Sarah Hodson for the Journal of Brand Management. The section regularly gives overviews of pertinent cases in the UK, the European Union and further afield, and provides a valuable legal perspective to the case studies and research papers which appear alongside it in the Journal. For any further information on any of the topics covered in this Legal Update please contact Sarah Hodson at Eversheds on 020 7919 4500. [ABSTRACT FROM AUTHOR]

The article discusses the research papers included in the issue of the journal about airline industry. It was inferred that the papers that appeared in the issue were developed from those presented at the First International Annual Brand Colloquium which was held at the Birmingham Business School. Main issues highlighted in the journal include single and corporate brand, place, destination and national brand; brand choice and brand building in public services.

The article offers interdisciplinary perspectives on trademark law and branding. Trademark law offers legal rights that protect and sustain branding practices. It plays an important role in determining the commercial and cultural success of brands. The special issue of the "Journal of Brand Management" contains papers based on presentations and discussions that took place during an interdisciplinary colloquium entitled "The Law of Trade Marks and the Culture of Branding" held in London, England on September 16, 2005.