Citation
Leventhal, R.C. (2008), "Editorial", Journal of Product & Brand Management, Vol. 17 No. 1. https://doi.org/10.1108/jpbm.2008.09617aaa.001
Publisher
:Emerald Group Publishing Limited
Copyright © 2008, Emerald Group Publishing Limited
Editorial
A brand name is of importance to a consumer, as it represents the sum total value of all of the physical qualities, performance attributes, and the advertising and promotional messages that a company presents to the marketplace. In the long run, a brand name is the total conglomeration of a product’s physical, practical, aesthetic, rational and emotional qualities. Brands today transcend national borders and are seeking greater acceptance in the global marketplace. The ideal situation would be whereby a consumer would be willing to pay a premium for one product over another when the product attributes are quite similar.
Ghodeswar seeks to identify important elements of brand building, particularly as it applies to India. The brand building effort has to be aligned with organizational processes that help to deliver the promises to customers so that the customer experience with the brand will be positive in nature.
deChernatony and Cottam examine the interaction between corporate brands and organizational cultures within less successful UK financial services organizations. The results of this study illuminate the needs for managers to be attentive to the consistency and congruence between values in the organizational culture and corporate brand, to ensure that cultural change is managed appropriately, to adopt a holistic approach to brand management, and to empower employees.
Shukla addresses the issue of conspicuous consumption among middle age consumers (40-60), focusing on psychological and brand antecedents using to context of automobile buying behavior. The author suggests that psychological and brand antecedents are of crucial importance among this consumer cohort in influencing their conspicuous consumption and should be considered as part of an overall target marketing strategy.
In this issue you will also find our pricing strategy and practice section, as well as our book reviews.
Richard C. Leventhal