Abstract
Based on a quantitative analysis of 48 brand management models (BMMs) offered by the most important commercial strategy consulting firms, advertising agencies and market research companies in Germany, Austria and Switzerland, this paper identifies six types of BMMs that differ in their area of focus and application. This categorisation gives brand strategists an overview of the BMMs available and well-structured guidance in selecting the right BMM. The results demonstrate that despite the large number of commercial BMMs, there are still gaps in the market particularly regarding timely topics such as brand extensions and co-branding, brand architecture and brand-portfolio management as well as global brand management. Commercial suppliers rarely offer BMMs on these more recent ideas.
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References and Notes
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Owing to the fact that our sample of BMMs corresponds rather to a cut-off sample of the most important BMM suppliers than to a random sample (see the discussion earlier in the text), we do not report significance tests, although some of the differences reported here do turn out to be significant in such tests.
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1holds a Masters Degree from the Vienna University of Economics and Business Administration (Vienna, Austria). She currently works as a Research Assistant at the Department of Economics at Macquarie University in Sydney, Australia where her research focuses on the Economics of the Arts and Culture.
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Zednik, A., Strebinger, A. Brand management models of major consulting firms, advertising agencies and market research companies: A categorisation and positioning analysis of models offered in Germany, Switzerland and Austria. J Brand Manag 15, 301–311 (2008). https://doi.org/10.1057/palgrave.bm.2550096
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DOI: https://doi.org/10.1057/palgrave.bm.2550096