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Modelling the components of the brand

Article Information:

Title:

Modelling the components of the brand

Author(s):

Leslie de Chernatony, Francesca Dall’Olmo Riley

Journal:

European Journal of Marketing

Year:

1998

Volume:

32

Issue:

11/12

Page:

1074 - 1090


ISSN:

0309-0566


DOI:

10.1108/03090569810243721

Publisher:

MCB UP Ltd

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Abstract:

Models of the components of brands are gaining more attention among practitioners and academics. We review why managers have a tendency to develop mental models and overview the key published models of the components of brands. Among 20 leading edge brand practitioners we found evidence of their using their own mental models to make sense of brand complexity. There were similarities between elements of their models and those of the “atomic brand model”. This particular model was favourably received by experts and from their evaluations we propose the more comprehensive “double vortex model” of the brand.

Keywords:

Brands, Marketing strategy, Modelling, Product management


Article Type:

Research paper


Article URL:

http://www.emeraldinsight.com/10.1108/03090569810243721

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