Appreciating Brands as Assets Through Using a Two-Dimensional Model

Chernatony, Leslie de; McWilliam, Gil

doi:10.1080/02650487.1990.11107137

Cited by 56 publications

(33 citation statements)

References 14 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Examining existing academic definitions of brand, a 'two factor' approach forms the broad basis for many writers like de Chernatony and McWilliam (1990) and Caldwell and Freire (2004), suggesting brand definitions are based on 'emotional' and 'rational' factors. This approach is summarised by Pringle and Thompson (1999), who argue that there are two main constituents to a brand's authority: it's rational or performance benefits and it's emotional or image ones.…”

Section: Literature Reviewmentioning

confidence: 99%

Do UK universities communicate their brands effectively through their websites?

Chapleo

Durán

Díaz

2011

Journal of Marketing for Higher Education

102

View full text Add to dashboard Cite

Do UK universities communicate their brands effectively through their websites?This paper attempts to explore the effectiveness of UK universities' websites. The area of branding in higher education has received increasing academic investigation, but little work has researched how universities demonstrate their brand promises through their websites. The quest to differentiate through branding can be challenging in the university context, however. It is argued that those institutions that have a strong distinctive image will be in a better position to face a changing future. Employing a multistage methodology, the web pages of twenty UK universities were investigated by using a combination of content and multivariable analysis. Results indicated 'traditional values' such as teaching and research were often well communicated in terms of online brand but 'emotional values' like social responsibility and the universities' environments were less consistently communicated, despite their increased topicality. It is therefore suggested that emotional values may offer a basis for possible future online differentiation.

show abstract

Section: Literature Reviewmentioning

confidence: 99%

Do UK universities communicate their brands effectively through their websites?

Chapleo

Durán

Díaz

2011

Journal of Marketing for Higher Education

102

View full text Add to dashboard Cite

show abstract

“…However, it was necessary to provide interviewees with a consistent understanding of what was meant by the term "brand," particularly as some of the respondents in this research did not have a marketing background. Many writers such as de Chernatony and McWilliam (1990), Pringle and Thompson (1999) and Caldwell and Freire (2004) suggest brand definitions are based on "emotional" and "rational" factors and, indeed, most definitions have a degree of resonance with this approach (Hart andMurphy 1998). De Chernatony andRiley (1998, 427) seem to summarize this assertion in succinct terms when they suggest that a brand is "a multidimensional construct whereby mangers augment products or services with values and this facilitates the process by which consumers confidently recognize and appreciate these values."…”

Section: Brandsmentioning

confidence: 98%

Brands in Higher Education

Chapleo

2015

International Studies of Management & Organization

View full text Add to dashboard Cite

“…Companies are becoming uneasy about the question: "If we are sitting on a financially valuable brand asset, is it being effectively used to achieve high returns on investment?" To achieve the most from their brands, companies need to audit the factors impinging upon their brands and, through appreciating the asset form of their brands (de Chernatony and McWilliam, 1990), then match brand capabilities with the most attractive segments. The purpose of this article is to highlight the factors influencing brand success and to consider how firms can prioritise their investment behind different brands going through different channels.…”

Section: Introductionmentioning

confidence: 99%

Auditing the Factors Influencing Brand Success

Chernatony¹

1990

Marketing Intelligence &Amp; Planning

Self Cite

View full text Add to dashboard Cite

If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation.

show abstract

Appreciating Brands as Assets Through Using a Two-Dimensional Model

Cited by 56 publications

References 14 publications

Do UK universities communicate their brands effectively through their websites?

Do UK universities communicate their brands effectively through their websites?

Brands in Higher Education

Auditing the Factors Influencing Brand Success

Contact Info

Product

Resources

About