Article information:
Access to this document was granted through an Emerald subscription provided by 543666 []
For Authors
If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service
information about how to choose which publication to write for and submission guidelines are available for all. Please
visit www.emeraldinsight.com/authors for more information.
Lisa Wood
Sheffield Hallam University, Sheffield, UK
Keywords
Abstract
Brand management
In consumer marketing, brands often provide
the primary points of differentiation between
competitive offerings, and as such they can
be critical to the success of companies.
Hence, it is important that the management
of brands is approached strategically.
However, the lack of an effective dialogue
between functions that are disparate in
philosophy and do not have a common and
compatible use of terminology may be a
barrier to strategic management within
organisations. No more is this evident than
between the functions of marketing and
accounting. This article seeks to establish the
relationships between the constructs and
concepts of branding, and to provide a
framework and vocabulary that aids effective
communication between the functions of
accounting and marketing. The assumption
in the article is that good communication
between functions within organisations aids
strategic management. A model for the
management of brand equity is also offered.
The following discussion focuses on the
concepts of brand equity and added value as
they relate to the brand construct itself.
Brand equity
Management Decision
38/9 [2000] 662669
# MCB University Press
[ISSN 0025-1747]
[ 662 ]
Lisa Wood
Brands and brand equity:
definition and management
Figure 1
The brand equity chain
Management Decision
38/9 [2000] 662669
[ 663 ]
Lisa Wood
Brands and brand equity:
definition and management
Management Decision
38/9 [2000] 662669
Figure 2
The relationship between brand equity and
market power
[ 664 ]
Lisa Wood
Brands and brand equity:
definition and management
Management Decision
38/9 [2000] 662669
[ 665 ]
Lisa Wood
Brands and brand equity:
definition and management
Management Decision
38/9 [2000] 662669
Table I
Summary of brand definitions and descriptions
[ 666 ]
Aaker (1991)
American Marketing Association (1960)
Bennett (1988)
Dibb et al. (1997)
Doyle (1994)
Kotler et al. (1996)
Stanton et al. (1991)
Watkins (1986)
Aaker (1996)
Alt and Griggs (1998)
Ambler (1992)
Boulding (1956)
Brown (1992)
de Chernatony and McDonald (1992)
Doyle (1994)
Goodyear (1993)
Keller (1993)
Levitt (1962)
Martineau (1959)
Murphy (1992)
Sheth et al. (1991)
Wolfe (1993)
Lisa Wood
Brands and brand equity:
definition and management
Management Decision
38/9 [2000] 662669
Figure 3
Measures of competitive advantage
Figure 4
The management of brand equity
[ 667 ]
Lisa Wood
Brands and brand equity:
definition and management
Management Decision
38/9 [2000] 662669
Notes
References
[ 668 ]
Lisa Wood
Brands and brand equity:
definition and management
Management Decision
38/9 [2000] 662669
Application questions
1
[ 669 ]
25. Anna Lundqvist, Veronica Liljander, Johanna Gummerus, Allard van Riel. 2013. The impact of storytelling on the consumer
brand experience: The case of a firm-originated story. Journal of Brand Management 20:4, 283-297. [CrossRef]
26. Jeou-Shyan Horng, Chih-Hsing (Sam) Liu, Hsin-Yu Chiu, Chang-Yen Tsai. 2012. The role of international tourist
perceptions of brand equity and travel intention in culinary tourism. The Service Industries Journal 32:16, 2607-2621.
[CrossRef]
27. Jonathan Maxwell, Audrey Gilmore, Damian Gallagher, David Falls. 2012. Long-term brand development versus short-term
business targets: the impact of price promotions on branded food products. Journal of Strategic Marketing 20:7, 609-624.
[CrossRef]
28. Dilip Roy, Saikat Banerjee. 2012. Strategic branding roadmap for SMEs operating in businesstobusiness sector. Journal of
Research in Marketing and Entrepreneurship 14:2, 142-163. [Abstract] [Full Text] [PDF]
29. Francisco Guzmn, Oriol Iglesias, Ulla Hakala, Johan Svensson, Zsuzsanna Vincze. 2012. Consumerbased brand equity and
topofmind awareness: a crosscountry analysis. Journal of Product & Brand Management 21:6, 439-451. [Abstract] [Full
Text] [PDF]
30. Johan P.R. Joubert, Jacolize Poalses. 2012. What's in a name? The effect of a brand name on consumers' evaluation of fresh
milk. International Journal of Consumer Studies 36:4, 425-431. [CrossRef]
31. Hardeep Chahal, Madhu Bala. 2012. Significant components of service brand equity in healthcare sector. International Journal
of Health Care Quality Assurance 25:4, 343-362. [Abstract] [Full Text] [PDF]
32. Yung-Lan Wang, Gwo-Hshiung Tzeng. 2012. Brand marketing for creating brand value based on a MCDM model combining
DEMATEL with ANP and VIKOR methods. Expert Systems with Applications 39:5, 5600-5615. [CrossRef]
33. Richard Mitchell, Karise Hutchinson, Susan Bishop. 2012. Interpretation of the retail brand: an SME perspective.
International Journal of Retail & Distribution Management 40:2, 157-175. [Abstract] [Full Text] [PDF]
34. Giselle Rampersad, Carolin Plewa, Indrit Troshani. 2012. Investigating the use of information technology in managing
innovation: A case study from a university technology transfer office. Journal of Engineering and Technology Management
29:1, 3-21. [CrossRef]
35. Vestina Vainauskien, Rimgail VaitkienBrand Risk Scenarios Development: Theoretical Insights 551-558. [CrossRef]
36. David Howarth. 2011. Libel: Its Purpose and Reform. The Modern Law Review 74:6, 845-877. [CrossRef]
37. Aron O'Cass, Elaine Wallace, Leslie de Chernatony. 2011. The influence of culture and market orientation on services brands:
insights from Irish banking and retail firms. Journal of Services Marketing 25:7, 475-488. [Abstract] [Full Text] [PDF]
38. Philipp G. Sandner, Joern Block. 2011. The market value of R&D, patents, and trademarks. Research Policy 40:7, 969-985.
[CrossRef]
39. Nelson K. F. Tsang, Louisa Y. S. Lee, Frances X. H. Li. 2011. An Examination of the Relationship Between Employee
Perception and Hotel Brand Equity. Journal of Travel & Tourism Marketing 28:5, 481-497. [CrossRef]
40. S. Allen Broyles, Robert H. Ross, Donna Davis, Thaweephan Leingpibul. 2011. Customers' comparative loyalty to retail and
manufacturer brands. Journal of Product & Brand Management 20:3, 205-215. [Abstract] [Full Text] [PDF]
41. Melodena Stephens Balakrishnan, Ramzi Nekhili, Clifford Lewis. 2011. Destination brand components. International Journal
of Culture, Tourism and Hospitality Research 5:1, 4-25. [Abstract] [Full Text] [PDF]
42. Sandra C Jones, Nadia Mannino, Julia Green. 2010. Like me, want me, buy me, eat me: relationship-building marketing
communications in childrens magazines. Public Health Nutrition 13:12, 2111-2118. [CrossRef]
43. Thomas W K Leslie, Lisa S McNeill. 2010. Towards a conceptual model for franchise perceptual equity. Journal of Brand
Management 18:1, 21-33. [CrossRef]
44. Mikko V.J. Heikkinen, Sakari Luukkainen. 2010. Value in technology evolution: case mobile peertopeer communications.
info 12:5, 59-78. [Abstract] [Full Text] [PDF]
45. Mijeong Kim, Sookhyun Kim, Yuri Lee. 2010. The effect of distribution channel diversification of foreign luxury fashion
brands on consumers brand value and loyalty in the Korean market. Journal of Retailing and Consumer Services 17:4, 286-293.
[CrossRef]
46. Nayyer Samad, Sonny Nwankwo, Ayantunji Gbadamosi. 2010. Branding in Contraceptive Social Marketing: The Pakistani
Experience. Social Marketing Quarterly 16:2, 50-68. [CrossRef]
47. Byeong-Joon Moon, Wonkyu Park, Sang-Chul Choi. 2010. Relationships among Brand Equity Components: An Exploratory
Study of the Moderating Role of Product Type. Journal of Global Academy of Marketing Science 20:1, 98-108. [CrossRef]
48. YenChun Jim Wu. 2009. Renaming effect of brand value: stateowned enterprises. Management Decision 47:10, 1555-1581.
[Abstract] [Full Text] [PDF]
49. Steve Charters. 2009. Does a brand have to be consistent?. Journal of Product & Brand Management 18:4, 284-291. [Abstract]
[Full Text] [PDF]
50. IkeElechi Ogba, Zhenzhen Tan. 2009. Exploring the impact of brand image on customer loyalty and commitment in China.
Journal of Technology Management in China 4:2, 132-144. [Abstract] [Full Text] [PDF]
51. Quan Tran, Carmen CoxChapter 4 Building brand equity between manufacturers and retailers 115-194. [Abstract] [Full
Text] [PDF] [PDF]
52. Dawn Edmiston. 2008. An examination of integrated marketing communication in US public institutions of higher education.
International Journal of Educational Advancement 8:3-4, 152-175. [CrossRef]
53. Ilyas R. Mohammed, Ravi Shankar, D.K. Banwet. 2008. Creating flexleanagile value chain by outsourcing. Business Process
Management Journal 14:3, 338-389. [Abstract] [Full Text] [PDF]
54. Celile O. Dolekoglu, Mevhibe Albayrak, Ali Kara, Gulsen Keskin. 2008. Analysis of Consumer Perceptions and Preferences
of Store Brands Versus National Brands: An Exploratory Study in an Emerging Market. Journal of Euromarketing 17:2,
109-125. [CrossRef]
55. Erdener Kaynak, Gulberk Gultekin Salman, Ekrem Tatoglu. 2008. An integrative framework linking brand associations and
brand loyalty in professional sports. Journal of Brand Management 15:5, 336-357. [CrossRef]
56. Jukka Ojasalo, Satu Ntti, Rami Olkkonen. 2008. Brand building in software SMEs: an empirical study. Journal of Product
& Brand Management 17:2, 92-107. [Abstract] [Full Text] [PDF]
57. Sonya Hanna, Jennifer Rowley. 2008. An analysis of terminology use in place branding. Place Branding and Public Diplomacy
4:1, 61-75. [CrossRef]
58. Temi Abimbola, Christine Vallaster, Robert Ankomah Opoku, Russell Abratt, Mike Bendixen, Leyland Pitt. 2007.
Communicating brand personality: are the web sites doing the talking for food SMEs?. Qualitative Market Research: An
International Journal 10:4, 362-374. [Abstract] [Full Text] [PDF]
59. Lisa Wood. 2007. Functional and symbolic attributes of product selection. British Food Journal 109:2, 108-118. [Abstract]
[Full Text] [PDF]
60. Gillian Sullivan Mort, Jay Weerawardena, Brett Williamson. 2007. Branding in the Non-profit Context: The Case of Surf
Life Saving Australia. Australasian Marketing Journal (AMJ) 15:2, 108-119. [CrossRef]
61. Rob Bailey, Stephen Ball. 2006. An exploration of the meanings of hotel brand equity. The Service Industries Journal 26:1,
15-38. [CrossRef]
62. Allard C.R. van Riel, Charles Pahud de Mortanges, Sandra Streukens. 2005. Marketing antecedents of industrial brand equity:
An empirical investigation in specialty chemicals. Industrial Marketing Management 34:8, 841-847. [CrossRef]
63. Nigel J. Morgan, Annette Pritchard. 2005. (PR)omoting Place: The Role of PR in Building New Zealand's Destination
Brand Relationships. Journal of Hospitality & Leisure Marketing 12:1-2, 157-176. [CrossRef]
64. Kristof De Wulf, Gaby OdekerkenSchrder, Frank Goedertier, Gino Van Ossel. 2005. Consumer perceptions of store brands
versus national brands. Journal of Consumer Marketing 22:4, 223-232. [Abstract] [Full Text] [PDF]
65. Eda Atilgan, afak Aksoy, Serkan Akinci. 2005. Determinants of the brand equity. Marketing Intelligence & Planning 23:3,
237-248. [Abstract] [Full Text] [PDF]
66. 2005. Table of Contents. ASHE Higher Education Report 31:2, 1-105. [CrossRef]
67. Mike Bendixen, Kalala A. Bukasa, Russell Abratt. 2004. Brand equity in the business-to-business market. Industrial Marketing
Management 33:5, 371-380. [CrossRef]
68. Ruth Herman. 2003. An Exercise in Early Modern Branding. Journal of Marketing Management 19:7-8, 709-727. [CrossRef]
69. Lynn M. Martin, Harry Matlay. 2003. Innovative use of the Internet in established small firms: the impact of knowledge
management and organisational learning in accessing new opportunities. Qualitative Market Research: An International Journal
6:1, 18-26. [Abstract] [Full Text] [PDF]