Abstract:
In this paper, we argue that the dominant brand-building perspective on advertising is much too restrictive and leads to most advertising being seen as ineffective. We maintain that a neglected and under-developed alternative - the brand-maintenance perspective - provides a basis for a more realistic and productive approach to advertising problems. The nature of this alternative is indicated and a research programme designed to articulate and develop it is described. Two examples that illustrate the work proposed are discussed. A summary outline of other aspects of the programme is also given.
This could also be of interest:
Research Papers
Budgeting for brand outcomes
Catalogue: Seminar 1998: Adding Transparency To Brand Management
Author: Don E. Schultz
 
June 15, 1998
Research Papers
Brand management and brand measurement
Catalogue: Seminar 1994: Building Successful Brands
Author: Uwe Munzinger
 
June 15, 1994
Research Papers
Nipo's brand monitor and how advertising works
Catalogue: Seminar 1991: How Advertising Works And How Promotions Work
Authors: Leo van Doorn, Jan Stapel
Company: NIPO
June 15, 1991
