By Martin Walser
As manufacturers have built a picture as an crucial, helpful a part of services, the review of manufacturers has develop into the topic of considerable examine. Sparked by way of the robust curiosity in measuring the monetary worth of manufacturers, a number of makes an attempt to evaluate the worth of a model from a advertising and marketing standpoint were made recently.
Martin G. Walser generates a standardized scheme for describing and comparing latest methods to degree the power of a model. in this foundation, the writer contributes to the as but restricted medical study into the formation of name energy through breaking with the good verified "advertising paradigm", which postulates that powerful manufacturers are exceptionally the results of advertisements. as an alternative, he makes a speciality of "experiential information", i.e. the patrons' event with the logo, as a primary resource of name energy. An empirical learn helps the author's conceptual version and invitations either researchers and practitioners to take into account the patrons' adventure extra explicitly.
Das Werk wurde mit dem Nestlé-Preis für Wirtschaftswissenschaften 2001 und mit dem Preis der Wirtschaftskammer Tirol 2001 ausgezeichnet.
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Additional info for Brand Strength: Building and Testing Models Based on Experiential Information
Though they claim to be different they base on the same definitional logic resulting in identical antecedents (criteria). Further definitional overlap among the presented approaches can not be detected. Due to the negative evaluation of the "criteria" and "instrumental" approaches only the "image" and "dynamic system" approaches are left for further consideration as a useful and potentially consensual definition. 4. Establishing a brand definition for the use in this work Based on the analysis of definitions in the international and German literature a brand definition is developed, which tries to incorporate a number of characteristics relevant for definitions in general and for the brand phenomenon in particular.
The distinction into manufacturer brand and distributor brand (private label, own label) has received substantial interest in marketing theory (Kapferer, 1995) and practice (Reed, 1995). Though most of the times there are differences between a manufacturer-initiated branding process and a retailer-initiated branding process (e. g. goal of the branding process, know-how, financial investments, time horizons, ... ), fundamentally these two can be considered equivalent. Nevertheless it became common to verbally distinct between a (manufacturer) brand and a private label or distributor brand.
Furthermore, the potential for achieving consensus among researchers and practitioners seems rather limited for this understanding. • Brand as outcome of a sales system Definition: A brand is the outcome of a sales system which is characterized by consumer advertising and products protected by trademarks offered in consistent quality and stable quantity. (translated from Dubber, 1969, p. 24) Management/Research focus: a sales system with the criteria explicitly indicated in the definition (trademark, quality, advertising, ...
Brand Strength: Building and Testing Models Based on Experiential Information by Martin Walser