Brand strategy frameworks for diversified companies and partnerships

Schreiber, Elliot S.

doi:10.1057/palgrave.bm.2540110

Cited by 7 publications

(3 citation statements)

References 1 publication

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“…Unfortunately, some of these brand terms overlap, and different authorities take them to mean different things ( McWilliam and de Chernatony, 1989 ;Ambler and Barwise, 1998 ;Stern, 2006 ). Most significantly, for this study, some authorities discuss brand strategy without defi ning it ( Schreiber, 2002 ;Wu and Ardley, 2007 ). Some of the literature describes brand strategy as having a single com ponent ( Park et al , 1986 ), yet other literature (for example, Aaker, 1996 ;Keller, 2002 ;Kotler and Pfoertsch, 2006 ;Kapferer, 2008 ) describes it as having several components.…”

Section: Literature Reviewmentioning

confidence: 93%

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Brand strategies of Jordanian telecommunications service providers

Alamro

Rowley

2010

J Brand Manag

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This article reports on an exploratory investigation into the brand strategy of the telecommunications service providers in Jordan, and thereby contributes to the limited research into brand strategy in both the telecommunications sector, and in the Middle-Eastern countries. The study demonstrates the extent to which the evolution of competitive strategy and brand strategy are interwoven, as well as generates a range of insights into successful brand strategies in this marketplace. It specifi cally responds to calls from other researchers for more research into brand strategy in the service sector in general, and the mobile phone industry more specifi cally. Data was gathered through semi-structured interviews with 12 managers with responsibility for branding and / or marketing and communications. The interviews explored respondents ' views on the nature of brand strategy and components of brand strategy, such as brand positioning, brand personality, brand identity, brand values, brand architecture and communications strategy. The discussion and conclusions summarise key fi ndings under the following themes: perspective on and control of brand strategy, branding as a competitive tool, re-branding, brand values and brand communication strategies.

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Section: Literature Reviewmentioning

confidence: 93%

“…(1) Brand positioning is the targeting of a specifi c segment of the market by means of presenting an image aimed at that segment ( Aaker, 1996 ;Keller, 2002 ;Schreiber, 2002 ;Osler, 2003 ;Kotler and Pfoertsch, 2006 ;Kapferer, 2008 ). It involves creating an image in the minds of the consumers about what the brand signifi es.…”

Section: Literature Reviewmentioning

confidence: 99%

Brand strategies of Jordanian telecommunications service providers

Alamro

Rowley

2010

J Brand Manag

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“…This intention, however, did not restrict our research at all, as we did not come across a single BMM designed explicitly for Business-to-Business brands. 1 The remaining sample of 48 BMMs was analysed quantitatively and qualitatively. This paper focuses on the quantitative analysis for the purpose of which the models were coded in terms of fi ve aspects:…”

Section: Methodsmentioning

confidence: 99%