The brand-supportive firm: An exploration of organisational drivers of brand updating

Abstract

The maintenance of brand equity over the long term receives little attention in the brand management literature. This paper examines examples of evolutionary and revolutionary brand changes. A classification strategy is offered for brand-supportive versus non-brand-supportive firms. In addition, the combinations of capabilities of distinguishing firms that continually grow brand value are also examined through case studies of brand repositioning. Brand-supportive firms are characterised by brand-updating capabilities. That is, they are able constantly to keep their brands relevant through day-to-day adjustments in their marketing programmes. A brand-updating capability consists of a brand-supportive dominant logic, a market orientation and a generative learning style to allow firm members to reflect constantly on the effectiveness of current brand strategies.