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

    Author(s)
    Yakimova, Raisa
    Beverland, Michael
    Griffith University Author(s)
    Yakimova, Raisa
    Year published
    2005
    Metadata
    Show full item record
    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 ...
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    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.
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    Journal Title
    Journal of Brand Management
    Volume
    12
    Issue
    6
    DOI
    https://doi.org/10.1057/palgrave.bm.2540239
    Subject
    Marketing Management (incl. Strategy and Customer Relations)
    Business and Management
    Marketing
    Publication URI
    http://hdl.handle.net/10072/59216
    Collection
    • Journal articles

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