The Experts below are selected from a list of 83265 Experts worldwide ranked by ideXlab platform
Ilaria Baghi - One of the best experts on this subject based on the ideXlab platform.
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brand Architecture shift and corporate brand equity an exploratory study
Marketing Intelligence & Planning, 2016Co-Authors: Veronica Gabrielli, Ilaria BaghiAbstract:Purpose The purpose of this paper is to explore the effect of a shift in brand Architecture Strategy on corporate brand equity. The change is from a house of brands to a branded house approach in which the corporate brand is prominent. The study proposes two alternative approaches in order to explore how consumers build the corporate brand equity from single product brand equities in the portfolio: the dilution process or the bookkeeping/subtyping cognitive process. Design/methodology/approach Data were collected through a questionnaire administered to 150 Italian consumers. All the items were related to a real corporate brand – Procter & Gamble (P&G) – and to seven of the product brands in its portfolio. The choice of the Italian context and the P&G brand was motivated by the fact that P&G has recently adopted a shift in its brand Strategy, starting to give prominence to the corporate brand in its communication campaign in Italy. Findings The dilution process does not describe the effect of a change in Strategy on corporate brand equity, but the bookkeeping/subtyping cognitive process does. This suggests that consumers tend not to revise corporate brand equity when they perceive many product brands behind it. Originality/value The value of the present paper is to deal with a relevant and current topic: the brand Architecture dynamism. This research is an exploratory step to satisfy the need for theory-based research on consumer responses to the shift in the brand portfolio Architecture Strategy.
Kevin Lane Keller - One of the best experts on this subject based on the ideXlab platform.
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Designing and implementing brand Architecture strategies
Journal of Brand Management, 2014Co-Authors: Kevin Lane KellerAbstract:Given the importance of brands as intangible assets for organizations, the ability to strategically manage those brands is critical. A well-designed and well-implemented brand Architecture Strategy can provide a product roadmap to the future for a brand, clarifying where it can go and how it can get there. The brand Architecture Strategy of a firm determines which brand elements a firm should apply across new and existing products and services. It is virtually impossible to manage and maximize the value and equity of a brand without a clear, compelling brand Architecture Strategy, whether explicitly written down or not. Toward that goal, we outline a three-step process by which a firm can design and implement their brand Architecture Strategy. Throughout our discussion, we introduce key concepts, provide insights and guidelines, and offer illustrative examples.
Veronica Gabrielli - One of the best experts on this subject based on the ideXlab platform.
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brand Architecture shift and corporate brand equity an exploratory study
Marketing Intelligence & Planning, 2016Co-Authors: Veronica Gabrielli, Ilaria BaghiAbstract:Purpose The purpose of this paper is to explore the effect of a shift in brand Architecture Strategy on corporate brand equity. The change is from a house of brands to a branded house approach in which the corporate brand is prominent. The study proposes two alternative approaches in order to explore how consumers build the corporate brand equity from single product brand equities in the portfolio: the dilution process or the bookkeeping/subtyping cognitive process. Design/methodology/approach Data were collected through a questionnaire administered to 150 Italian consumers. All the items were related to a real corporate brand – Procter & Gamble (P&G) – and to seven of the product brands in its portfolio. The choice of the Italian context and the P&G brand was motivated by the fact that P&G has recently adopted a shift in its brand Strategy, starting to give prominence to the corporate brand in its communication campaign in Italy. Findings The dilution process does not describe the effect of a change in Strategy on corporate brand equity, but the bookkeeping/subtyping cognitive process does. This suggests that consumers tend not to revise corporate brand equity when they perceive many product brands behind it. Originality/value The value of the present paper is to deal with a relevant and current topic: the brand Architecture dynamism. This research is an exploratory step to satisfy the need for theory-based research on consumer responses to the shift in the brand portfolio Architecture Strategy.
Clarinda Rodrigues - One of the best experts on this subject based on the ideXlab platform.
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a dynamic approach to brand portfolio audit and brand Architecture Strategy
European Business Review, 2020Co-Authors: Amelia Brandao, Jose Carlos Correia De Sousa, Clarinda RodriguesAbstract:This paper aims to propose a dynamic and holistic framework that combines the brand portfolio audit with the brand Architecture redesign.,Depicting from an extensive review on the frameworks of brand audit and brand Architecture, a dynamic approach to brand portfolio audit and brand Architecture Strategy was developed, and later applied and tested in three B2B and B2C companies.,The paper suggests an eight-step framework to guide practitioners when auditing a specific brand portfolio and designing a revised brand Architecture Strategy. Additionally, a Brand Audit Scorecard was developed to enable and sustain brand portfolio audits, divided into three dimensions (brand equity, brand contribution and strategic options).,Further research should aim at testing the proposed framework in different types of companies and countries.,This paper contributes to the brand audit and brand Architecture literature by proposing a holistic framework that is not static.
Shuba Srinivasan - One of the best experts on this subject based on the ideXlab platform.
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brand Architecture Strategy and firm value how leveraging separating and distancing the corporate brand affects risk and returns
Journal of the Academy of Marketing Science, 2016Co-Authors: Liwu Hsu, Susan Fournier, Shuba SrinivasanAbstract:Despite evidence suggesting a growing incidence of brand Architecture strategies beyond the branded house (e.g., Boeing and IBM) and house-of-brands (e.g., P&G with Tide and Cheer), and recognition that in practice these strategies are very different, there is still a need for research on how financial markets value the full range of brand Architecture strategies pursued by firms. We replicate and extend Rao et al.’s (Journal of Marketing, 68(4), 126-141, 2004) investigation of brand portfolio Strategy and firm performance by (1) adding sub-branding and endorsed branding Architectures, (2) clarifying the “mixed” Architecture to constitute a BH-HOB hybrid and remove sub- and endorsed branding variants, and (3) quantifying the impact of a company’s brand Architecture Strategy on stock risk in addition to returns. To explore the risk profiles of these five different strategies, we offer a brand-relevant conceptualization of the sources of idiosyncratic risk that may be exacerbated or controlled through brand Architecture Strategy: brand reputation risk, brand dilution risk, brand cannibalization risk, and brand stretch risk. We demonstrate superior results in terms of model performance using the expanded five-part Architecture categorization and conclude with implications for practice. Our results show that risk/return tradeoffs for sub-branding, endorsed branding, and the BH-HOB hybrid differ significantly from what common wisdom suggests.