Strategic Brand Concept-Image Management

C. Whan Park; Bernard J. Jaworski; Deborah J. MacInnis

doi:10.1177/002224298605000401

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Strategic Brand Concept-Image Management

C. Whan Park¹; Bernard J. Jaworski²; Deborah J. MacInnis²

¹ University of Pittsburgh · ² University of Arizona

Journal of Marketing 1986

Conveying a brand image to a target market is a fundamental marketing activity. The authors present a normative framework, termed brand concept management (BCM), for selecting, implementing, and controlling a brand image over time. The framework consists of a sequential process of selecting, introducing, elaborating, and fortifying a brand concept. The concept guides positioning strategies, and hence the brand image, at each of these stages. The method for maintaining this concept-image linkage depends on whether the brand concept is functional, symbolic, or experiential. Maintaining this linkage should significantly enhance the brand's market performance.

DOI: 10.1177/002224298605000401
Volume: 50 (4)
Pages: 135-145
Language: en
Export: BibTeX
Sources: crossref