资源描述：
《257_A_Brand_Building_Literature_Review》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。
1、ABrandBuildingLiteratureReviewABRANDBUILDINGLITERATUREREVIEWBYFRANCISCOGUZMÁN(ESADE)(ExcerptfromPhDThesis“BrandBuildingTowardsSocialValues:AssociatingtoPublicGoods”)2.2THENANDNOW:FROMBRANDINGTOBRANDBUILDING2.2.1Then:BrandingThecentralconcernofbrandbuildingliteratureexperiencedadramaticsh
2、iftinthelastdecade.Brandingandtheroleofbrands,astraditionallyunderstood,weresubjecttoconstantreviewandredefinition.Atraditionaldefinitionofabrandwas:“thename,associatedwithoneormoreitemsintheproductline,thatisusedtoidentifythesourceofcharacteroftheitem(s)”(Kotler2000,p.396).TheAmericanMa
3、rketingAssociation(AMA)definitionofabrandis“aname,term,sign,symbol,ordesign,oracombinationofthem,intendedtoidentifythegoodsandservicesofonesellerorgroupofsellersandtodifferentiatethemfromthoseofcompetitors”(p.404).Withinthisview,asKeller(2003a)says,“technicallyspeaking,then,wheneveramark
4、etercreatesanewname,logo,orsymbolforanewproduct,heorshehascreatedabrand”(p.3).Herecognizes,however,thatbrandstodayaremuchmorethanthat.Ascanbeseen,accordingtothesedefinitionsbrandshadasimpleandclearfunctionasidentifiers.Beforetheshiftinfocustowardsbrandsandthebrandbuildingprocess,brandswe
5、rejustanotherstepinthewholeprocessofmarketingtosellproducts.“Foralongtime,thebrandhasbeentreatedinanoff-handfashionasapartoftheproduct”(Urde1999,p.119).Kotler(2000)mentionsbrandingas“amajorissueinproductstrategy”(p.404).Asthebrandwasonlypartoftheproduct,thecommunicationstrategyworkedtowa
6、rdsexposingthebrandandcreatingbrandimage.AakerandJoachimsthaler(2000)mentionthatwithinthetraditionalbrandingmodelthegoalwastobuildbrandimage;atacticalelementthatdrivesshort-termresults.Kapferer(1997)mentionedthat“thebrandisasign-thereforeexternal-whosefunctionistodisclosethehiddenqualiti
7、esoftheproductwhichareinaccessibletocontact”(p.28).Thebrandservedtoidentifya1ABrandBuildingLiteratureReviewproductandtodistinguishitfromthecompetition.“Thechallengetodayistocreateastronganddistinctiveimage”(KohliandThakor1997,p.208).Concerningthebrandmanagementprocessasre
