Brand management models of major consulting firms, advertising agencies and market research companies: A categorisation and positioning analysis of models offered in Germany, Switzerland and Austria

Zednik, Anita; Strebinger, Andreas

doi:10.1057/palgrave.bm.2550096

Cited by 11 publications

(5 citation statements)

References 6 publications

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“…It is an area in which countless consulting firms offer their own solutions. Zednik and Strebinger (2008) identified 88 brand management models in the German-speaking countries alone.…”

Section: Background: a Very Short History Of Brand Positioningmentioning

confidence: 99%

Creating Value for Brand Practice by Design Research—New Brand Sprint as an Illustrative Example

Baumgarth,

Boltz,

Kaibel

2023

Journal of Creating Value

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As discussed under the keyword of Academic-Practitioner-Gap, the current academic brand research offers low value for practitioners. Design Research helps to develop practice-relevant questions and solution tools to fill this gap. This study proposes four criteria for conducting and evaluating design research projects in order to disseminate the approach in academic brand research: (a) Real user needs, (b) Trial-and-error process, (c) Artifact and (d) Pragmatic validity. The application of these criteria will be illustrated using the case New Brand Sprint, a 32-month research project in the context of brand positioning conducted along the steps inspiration, ideation/iteration and implementation, which are structuring a design research project. The New Brand Sprint enables start-ups and other companies to develop a good brand positioning within three hours using the New Brand Sprint Canvas and working in a group with strict timeboxing and clear roles. With the proposed criteria and the presented case study New Brand Sprint, the study shows that design research can contribute to closing the gap between theory and practice due to its user-centeredness and pragmatic validity.

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“…It is an area in which countless consulting firms offer their own solutions. Zednik and Strebinger (2008) identified 88 brand management models in the German-speaking countries alone.…”

Section: Background: a Very Short History Of Brand Positioningmentioning

confidence: 99%

Creating Value for Brand Practice by Design Research—New Brand Sprint as an Illustrative Example

Baumgarth,

Boltz,

Kaibel

2023

Journal of Creating Value

View full text Add to dashboard Cite

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“…Brand identity and brand image can only be managed by covering both perspectives simultaneously [1][2][3][4]. In addition, previous research has identified a lack of practice-oriented brand management models that are grounded in brand data metrics while moving away from financial and psychological metrics [5]. This research aims at filling the identified research gap while leaning on open innovation and exploiting the notion of co-creational brand design that takes into account netnographic artefacts created by (brand) managers and consumers.…”

Section: Introductionmentioning

confidence: 99%

“…On the other hand, Kapferer [6] classifies brand personality as one of six elements of brand core, along with brand physique, relationship, culture, popular reflections of brand customers, and customer self-image. Further approaches to brand positioning include the differentiation between the market-oriented school of positioning vs. brand-oriented school of positioning as well classifying the wide variety of brand positioning approaches found in practice (value congruency models, quantitative brand positioning models, brand value and equity models, brand strategy models, qualitative brand positioning models, and brand communication models) [2,5,13].…”

Section: Introductionmentioning

confidence: 99%

Reaching for Customer Centricity—Wine Brand Positioning Configurations

Dreßler

Paunović²

2021

Journal of Open Innovation: Technology, Market, and Complexity

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This study set out to uncover brand positioning configurations by presenting state-of-the-art brand management literature and applying a novel, mixed-methods approach to examine the under-researched wine industry transformation towards open innovation in branding. German winery brands were analyzed using a multimethod approach leaning on a novel netnographic methodology and multiple sources. The sample included 572 wineries from all 13 German wine regions with website text data and online review text data from each winery. The study identified eight prime keywords used to describe both brand identity as well as wine brand image. It revealed word–price clusters of brand identity and image. The results offer insights into communication and pricing opportunities for wine brand identity as well as image, thereby contributing to open brand innovation.

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“…Postoji pet osnovnih formi kobrendiranja: 175 1. Upakovan proizvod (prodaja dva posebno brendirana proizvoda upakovana zajedno);…”

Section: Kobrendiranjeunclassified

“…• Kobrendiranja može doprineti jačanju imidža brenda; 175 Dickinson, S., T. • Cilj kobrendiranja jeste kapitalizacija na sinergiji različitih brendova.…”

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Strategic brand management as the factor of company competitiveness

Mandarić¹

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Brand management models of major consulting firms, advertising agencies and market research companies: A categorisation and positioning analysis of models offered in Germany, Switzerland and Austria

Cited by 11 publications

References 6 publications

Creating Value for Brand Practice by Design Research—New Brand Sprint as an Illustrative Example

Creating Value for Brand Practice by Design Research—New Brand Sprint as an Illustrative Example

Reaching for Customer Centricity—Wine Brand Positioning Configurations

Strategic brand management as the factor of company competitiveness

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