The chasm between managers' and consumers' views of brands: the experts' perspectives

Abstract

Hostile environm ents are changing the nature of brands, yet there are no up-to-date studies which, by characterizing brands, enable managers to formulate m ore appropriate brand strategies. To shed light on this, indepth interviews were conducted with 20 leading-edge brand consultants. They saw a gap between their view of brands as com plex entities linking m anufacturers' activities with consumers' perceptions and m anagers' short-term internal objectives and lack of consum er orientation. Experts also believe that, for consumers, brands act as shorthand devices for inform ation and trust, facilitating purchase decision.

Conceptualising brand personality: A review and research propositions

“…[7][8][9] As consumers build trusting relationships with their preferred brand, they will further reinforce positive attitudes (which includes their personality) on to the brand. 10 Dittmar supports this notion when he suggests that individuals share in the process of transmitting, reproducing and transforming the social meanings of objects. 11 To build the theoretical framework issues pertaining to brand personality dimensions, such as self-concept, self-congruity between brands and their consumers and self-expression using brands, will be reviewed.…”

“…This is based on the fact that as consumers build trusting relationships with their preferred brand, they will further reinforce positive attitudes (which include their personality) onto the brand. 86 …”

“…95 In their advertisements, it focuses on the 'rebellious' and 'sexy' personality of the brand through strong imagery thereby reinforcing Levi's consumers' self-concepts and thus a means for their self-expression. 96 Furthermore, brands that portray personality dimensions that correspond well with the cultural meaning for a group of consumers may be a favourable vehicle for them to associate with these brands and to construct and sustain their social self. 97 The self-expression model can also go as far as becoming an extension or integral part of the self.…”

Review the Effect of Internal Branding on Brand Performance in Shopping Centers in Tehran

“…Although the number of researchers support from this theme, but there are less empirical evidence to demonstrate the relationship between internal branding and employee performance of brand in providing brand promises. In general, most of the articles published in the field of internal branding, in internal communications and human resources believe that, when employees are committed to an organization try to provide the brand's promise, they will provide the customers' expectations for brand 2 . However, the assumption that employees' attitudes of brand influenced by their behavior in presenting promises of the brand still is approved so:…”

“…While the internal branding emphasis on improving the perception and behavior of employees as within the organization customers, from the brand of the organization. Hence service branding is more influenced by the activities and behavior of employees of an organization 2 . In an organization, strengthen the brand in the eyes of foreign customers required to strengthen brand position within the organization and in the sight of employees.…”