Editorial

Citation

Leventhal, R.C. (2008), "Editorial", Journal of Product & Brand Management, Vol. 17 No. 7. https://doi.org/10.1108/jpbm.2008.09617gaa.001

Editorial

Article Type: Editorial From: Journal of Product & Brand Management, Volume 17, Issue 7

If we could create a branding strategy, based on both consumer research and observation, that we felt was going to be successful, perhaps we might be tempted to feel that we really “understand” the marketplace. However, given that so many factors affect both the consumer and the brand, the chances of being accurate in our assessments are fraught with twists and turns. A consumer’s perceptions/reactions tend to shift over time, as does the competitive nature of brands over time. Those companies that enjoy the status of a truly “global brand” (such as Coca-Cola, Proctor & Gamble and Boeing to name a few) cannot rest on their past product successes. The global marketplace changes/reacts very quickly and competition is not what it used to be.

Pappu and Quester examine whether retailer brand equity levels vary between department store and specialty clothing store categories. While international expansion efforts such as Home Depot and J.C. Penny’s ventures into countries such as Chile were not successful, retailer brands such as IKEA have been successful both in Europe and North America. The results of this study have implications for international retailers wanting to enter the Australian retail market.

Suder and Suder explore the evolution of strategic brand management into a crucial strategic tool for international business operations. The authors analyze the largest 100 brands (categorized as mega brands) in ranking and value modifications, with the base ranking referring to pre 9/11 findings. This study yields significant findings that open crucial questions about USA/non-USA brand strategy, perceptions, and the future applications of mega brand strategy. The authors also shed light on the causal factors that global terrorism may contain and [tentatively] propose brand strategy solutions without excluding other causal factors or co-factors.

Sheinin, Dube and Schmitt examine how consumers form beliefs and evaluate derivative products (such as handheld computers) and branded derivatives (such as Palm handheld computers). The authors also examine how consumers combine two categories (e.g. “handheld products” and “computers”) to form beliefs, how the similarity between the categories influences beliefs, how the addition of a brand changes beliefs, and how the presence of brand associations impacts evaluations. The outcome is that a brand manager may have a better idea of what kinds of line and brand extensions are suited for their brand.

Lofgren, Witell and Gustafsson examine the concept that almost everything consumers buy in a store has a package. At point of purchase, the first moment of truth, the package functions as a silent salesman. Once the purchase is made, the product is consumed in the second moment of truth. This purposed of this study is to create a better understanding of how customers evaluate different aspects of the package in the first and second moments of truth. The outcome is that by applying a consumption systems approach, it is possible for marketing managers to design a package that can attract customers in the first moment of truth and at the same time create customer satisfaction in the second moment of truth.

Arora investigates the effectiveness of price bundling and message framing on attitudes, intentions and beliefs about attributes of teeth whitening products. The results of this research show that the effect of price bundling is not significant on attitudes, but it is significant on intentions. Framing has a greater impact on intentions than on attitudes. The interaction effects are significant on both attitudes as well as intentions. These findings may help a marketing manager to formulate a more effective marketing strategy using both price bundling and message framing strategies.

In addition, you will also find our section on pricing strategy and practice as well as our book review section.

Richard C. Leventhal