TY - JOUR
AU - MacInnis, Deborah J.
AB - 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.
TI - Strategic Brand Concept-Image Management
JF - Journal of Marketing
DO - 10.1177/002224298605000401
DA - 1986-10-01
UR - https://www.deepdyve.com/lp/sage/strategic-brand-concept-image-management-jAD9jnfmnH
SP - 135
EP - 145
VL - 50
IS - 4
DP - DeepDyve
ER -