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1、WhattheHeckisaBrand?AnAttemptofIntegrationanditsConsequencesforResearchandManagementHansMühlbacherUniversityofInnsbruckSchoolofManagementDepartmentofStrategicManagement,MarketingandTourismUniversitätsstrasse15A-6020Innsbruck,AustriaTel:+435125077200Email:hans.muehl
2、bacher@uibk.ac.atAndreaHemetsbergerUniversityofInnsbruckSchoolofManagementDepartmentofStrategicManagement,MarketingandTourismUniversitätsstrasse15A-6020Innsbruck,AustriaTel:+435125077213Email:andrea.hemetsberger@uibk.ac.at0WhattheheckisaBrand?AnAttemptofIntegration
3、anditsConsequencesforResearchandManagementSummaryContemporarymarketingliteratureoverwhelminglydescribesbrandsfromeitheramanagerialoraconsumer-centricperspective.Thelevelofanalysisiseitherindividualorsocial.Inmostcasesbrandsareconceivedastangibleorintangibleobjects.
4、Anotherstreamofresearchconceivesbrandsasmentalrepresentationsorsociallysharedmeanings.Eachperspectivehasprovidedrichinsightsbutbearsthedangerofbeingrestrictive.Attemptingtointegrateextantknowledgethepaperfirstpresentsabriefreviewanddiscussionofhowthebrandphenomenon
5、hasbeenapproachedintheliterature.Secondly,itproposesanintegrativeperspective,whichconceptualizesabrandasencompassingbrandmanifestations,brandmeaning,andabrandinterestgroupthatco-producesbrandmanifestationsandco-constructsbrandmeaninginanongoingpublicdiscourse.Final
6、ly,theimplicationsofsuchanapproachforfutureresearchandbrandmanagementarediscussed.Keywords:brandconcept,brandinterestgroup,brandmeaning,brandmanifestations,branddiscourse1IntroductionInabusinessenvironmentwhereglobalcompetitionandrapidtransferoftechnologyinmostindu
7、strieshavemadedifferentiationbyproductfeaturesincreasinglydifficult,brandsandbrandinghaveattractedrisinginterestfrommarketingmanagersandacademics.Althoughthereseemstobegeneralagreementthatthesuccessfulcreationandmanagementofstrongbrandsisessentialforcompanysuccess,
8、thereareconsiderabledifferencesinassumptionsabout(1)whatabrandconsistsof,(2)howabranddevelops,and(3)whoparticipatesinthatprocess.Themarketingmana
