The corporate brand association base: A conceptual model for the creation of inclusive brand architecture

European Journal of Marketing

Volumn 40, Issue 7-8, 2006, Pages 785-802

  Uggla, Henrik ^a  

^a ROYAL INSTITUTE OF TECHNOLOGY   (Sweden)

Author keywords

Brand management; Corporate branding; Product endorsement

Indexed keywords

EID: 33745870506     PISSN: 03090566     EISSN: None     Source Type: Journal    
DOI: 10.1108/03090560610669991     Document Type: Article

References (84)

1. Aaker, D.A. (1996), Building Strong Brands, The Free Press, New York, NY.
2. Aaker, D.A. (2004a), Brand Portfolio Management, The Free Press, New York, NY.
3. Aaker, D.A. (2004b), "Leveraging the corporate brand", California Management Review, Vol. 46 No. 3, pp. 6-18.
4. Aaker, D.A. and Joachimstahler, E. (2000a), Brand Leadership, The Free Press, New York, NY.
5. Aaker, D.A. and Joachimstahler, E. (2000b), "The brand relationship spectrum: the key to the brand architecture challenge", California Management Review, Vol. 42, pp. 8-23.
6. Aaker, D.A. and Keller, K.L. (1990), "Consumer evaluations of brand extensions", Journal of Marketing, Vol. 54, Winter, pp. 27-41.
7. Balmer, J.M.T. (1998), "Corporate identity and the advent of corporate marketing", Journal of Marketing Management, Vol. 4, pp. 963-96.
8. Balmer, J.M.T. (2001a), "The three virtues and seven deadly sins of corporate brand management", Journal of General Management, Vol. 27 No. 1, pp. 1-17.
9. Balmer, J.M.T. (2001b), "Corporate identity, corporate branding and corporate marketing-seeing through the fog", European Journal of Marketing Management., Vol. 35 Nos 3/4, pp. 248-91.
10. Balmer, J.M.T. and Dinnie, K. (1999), "Corporate identity and corporate communications: the antidote to merger madness", Corporate Communications: An International Journal, Vol. 4 No. 3, pp. 182-92.
11. Berens, G. and Van Riel, C.B. (2004), "Corporate associations in the academic literature: three main streams of thought in the reputation measurement literature", Corporate Reputation Review, Vol. 7 No. 2, pp. 1363-3589.
12. Berens, G., Van Riel, C.B. and van Bruggen, G.H. (2005), "Corporate associations and consumer product responses: the moderating role of corporate brand dominance", Journal of Marketing, Vol. 69 No. 3, pp. 1-19.
13. Blackett, T. and Boad, B. (1999), Co-branding The Science of Alliance, Macmillan, London.
14. Bristol, T. (2002), "Potential points of brand leverage: consumers emerging attributes", The Journal of Product and Brand Management, Vol. 11 No. 4, pp. 1-13.
15. Broadie, R.J., Glynn, M.S. and Van Durme, J. (2002), "Towards a theory of marketplace equity: integrating branding and relationship thinking with financial thinking", Marketing Theory, Vol. 2 No. 1, pp. 5-28.
16. Collins, J. and Porras, J. (1996), "Building your companies' vision", Harvard Business Review, September-October.
17. de Chernatony, L. (2001), "A model for strategically building brands", Journal of Brand Management, Vol. 9 Nos 4/5, pp. 32-44.
18. Desai, K.K. and Keller, K.L. (2002), "The effects of ingredient branding strategies on host brand extendibility", Journal of Marketing, Vol. 66 1, January, pp. 73-93.
19. Douglas, S.P., Craig, C.S. and Nijssen, E.J. (2001), "Integrating branding strategy across markets: building international brand architecture", Journal of International Marketing, Vol. 9 No. 2, pp. 97-114.
20. Doyle, P. (1994), Marketing Management and Strategy, Prentice-Hall, London.
21. Doyle, P. (2000), "Value-based marketing", Journal of Strategic Marketing, Vol. 8 No. 4, pp. 299-311.
22. Eco, U. (1979), A Theory of Semiotics, Indiana University Press, Bloomington, IN.
23. Farquhar, P.H., Han, J.Y., Herr, P.M. and Ijiri, Y. (1992), "Strategies for leveraging master brands: how to bypass the risks of direct extensions", Marketing Research, Vol. 4 No. 3, pp. 32-43.
24. Foer, F. (2004), How Soccer Explains the World, Harper Collins Publishers, New York, NY.
25. Gwinner, K. (1997), "A model of image transfer in event sponsorship", European Journal of Marketing, Vol. 14 No. 3, pp. 145-58.
26. Hale, B. (2003), "Beckham's brand power", BBC News, June 11, available at: http://news.bbc.co.uk.
27. Hatch, M.J. and Schultz, M. (2003), "The cycles of corporate branding: the case of the LEGO", Company California Management Review, Vol. 46 No. 1, pp. 6-26.
28. Hillyer, C. and Tikoo, S. (1994), "Effect of cobranding on consumer product evaluation", Advances in Consumer Research, Vol. 22, pp. 123-7.
29. Ind, N. (1997), The Corporate Brand, Macmillan, London.
30. Interbrand (2000), Worlds Greatest Brands, an International Review by Interbrand, John Wiley, London.
31. James, D. (2005), "Guilty through association: brand association transfer to brand alliances", Journal of Consumer Marketing, Vol. 22 No. 1, pp. 14-24.
32. Kapferer, J. (2002), (Re)-inventing the Brand, Kogan Page, London.
33. Kapferer, J.N. (2004), The New Strategic Brand Management, Kogan Page, London.
34. Keller, K.L. (1993), "Conceptualizing, measuring and managing customer based brand equity", Journal of Marketing, 57, January, pp. 1-29.
35. Keller, K.L. (2002), Strategic Brand Management, Prentice-Hall, Upper Saddle River, NJ.
36. Keller, K. (2003), "Brand synthesis: the multidimensionality of brand knowledge", Journal of Consumer Research, Vol. 29 No. 1, pp. 595-600.
37. Keller, K.L. and Aaker, D.A. (1992), "The effects of sequential introductions of brand extensions", Journal of Marketing Research, Vol. 25 No. 1, pp. 35-50.
38. Knox, S., Maklan, S. and Thompson, K.E. (2000), "Building the unique organizational value proposition", in Schultz, M., Hatch, M.J. and Larsen, M.H. (Eds), The Expressive Organization: Linking Identity, Reputation and the Corporate Brand, Oxford University Press, Oxford, pp. 138-53.
39. Kotler, P. and Armstrong, G. (2004), Marketing Management, Prentice-Hall, Englewood Cliffs, NJ.
40. Kotler, P., Armstrong, G., Saunders, J. and Wong, V. (2001), Principles of Marketing, European ed., Prentice-Hall, London.
41. Kumar, S.R. (2003), "Branding strategies in a changing marketing environment", The Journal of Brand Management, Vol. 11 No. 1, pp. 48-61.
42. Laforet, S. and Saunders, J. (1999), "Managing brand portfolios: why leaders do what they do", Journal of Advertising Research, Vol. 39, January/February, pp. 51-66.
43. Leitch, S. and Richardson, N. (2000), "Co-branding organizations: the communication of multiple corporate identities in the age of electronic commerce", paper presented at the Australia and New Zealand Communication Association Annual Conference, Ballina, July.
44. Leitch, S. and Richardson, N. (2003), "Corporate identity in the new economy", European Journal of Marketing, Vol. 37 Nos 7/8, pp. 1065-79.
45. Leuthesser, L., Kohli, C. and Suri, R. (2003), "2+2=5: a framework for using co-branding to leverage a brand", The Journal of Brand Management, Vol. 11 No. 1, pp. 35-47.
46. Melewar, T. and Walker, C.M. (2003), "Global corporate brand building", The Journal of Brand Management, Vol. 10 No. 6, pp. 157-69.
47. Motion, J., Leitch, S. and Brodie, J.R. (2003), "Equity in corporate co-branding: the case of Adidas and the All Blacks", European Journal of Marketing, Vol. 37 Nos 7/8, pp. 1080-94.
48. Norris, D.G. (1992), "Ingredient branding: a strategy option with multiple beneficiaries", Journal of Consumer Marketing, Summer, pp. 19-31.
49. Nunes, P.F., Dull, S.F. and Lynch, P.B. (2003), "When two brands are better than one", Outlook, Vol. 1 No. 1, pp. 16-23.
50. Olins, W. (1989), Corporate Identity. Making Business Strategy Visible through Design, Thames and Hudson, London.
51. Pierce, C.S. (1931-1958) in Hartshorne, C. and Weiss, P. (Eds), Collected Papers, Hartshorne, C. and Weiss, P. (Eds), Harvard University Press, p. Cambridge.
52. Rao, A.R. and Ruekert, R. (1994), "Brand alliances as signals of product quality", Sloan Management Review, Vol. 36 No. 1, pp. 87-97.
53. Rao, A.R. and Ruekert, R. (1999), "Signaling unobservable product quality through a brand ally", Journal of Marketing Research, Vol. 36 No. 2, pp. 258-68.
54. Riezebos, R. (2003), Brand Management, Financial Times-Prentice Hall, Harlow.
55. Rosa, J. and Porac, J.F. (2002), "Categorization bases and their influence on product category knowledge structure", Psychology and Marketing, Vol. 19 No. 6, pp. 503-32.
56. Ruttenberg, A., Oren, H. and Honen, M. (1997), "Brand coding - an approach to developing optimal compositioning", The Journal Of Brand Management, Vol. 5 No. 5, pp. 330-45.
57. Schroeder, J.E. (1997), "Andy Warhol: consumer researcher", in Brucks, M. and MacInnis, D.J. (Eds), Advances in Consumer Research, Vol. 24, Association for Consumer Research, Provo, UT, pp. 476-82.
58. Simonin, B.L. and Ruth, J.A. (1998), "Is a company known by the company it keeps?", Journal of Marketing Research, Vol. 35 No. 1, pp. 30-42.
59. Srivastava, R., Shervani, K., Tasadduq, A. and Fahey, L. (1999), "Marketing, business processes and shareholder value: an organizationally embedded view of marketing activities and the discipline of marketing", Journal of Marketing, Vol. 63, special issue, pp. 168-79.
60. Tauber, E. (1981), "Brand franchise extensions: new product benefits from exisiting brand names", Business Horizons, Vol. 36, March-April, pp. 36-41.
61. Uggla, H. (2000), "Managing the brand association base", doctoral dissertation, School of Business, Stockholm University, Stockholm.
62. Uggla, H. (2002), Affärsutveckling genom varumärket, Brand Extension, Liber Ekonomi, Malmö.
63. Uggla, H. (2004), "The brand association base: a conceptual model for strategically leveraging partner brand equity", The Journal of Brand Management, Vol. 12 No. 2, pp. 105-23.
64. Vaidyanathan, R. and Aggrawal, P. (2000), "Strategic brand alliances: implications of ingredient branding for national and private label brands", Journal of Product and Brand Management, Vol. 9 No. 4, pp. 214-28.
65. Van Riel, C.B. (1995), Principles of Corporate Communication, Prentice-Hall, London.
66. Van Riel, C.B. and Balmer, J.M.T. (1997), "Corporate identity: the concept its measurement and management", European Journal of Marketing, Vol. 31 Nos 5/6, pp. 340-55.
67. Washburn, J.H., Till, B.D. and Priluck, R. (2000), "Co-branding, brand equity and trial effects", Journal of Consumer Marketing, Vol. 17 No. 7, pp. 591-604.
68. Aaker, D.A. and Joachimstahler, E. (1997), "Building brands without mass-media", Harvard Business Review, July-August, pp. 41-50.
69. Balmer, J.M.T. (1995), "Corporate branding and connoisseurship" , Journal of General Management, Vol. 21 No. 1, pp. 24-6.
70. Barrett, R. (1998), Liberating the Corporate Soul, Building a Visionary Organization, Butterworth-Heinemann, Oxford.
71. Broadbent, S. (1994), "Diversity in categories brands and strategies", Journal of Brand Management, Vol. 10 No. 1, pp. 9-18.
72. Cegarra, J. and Michel, G. (2000), "Co-branding: clarification du concept et proposition d'un modele devaluation", available at: http://panoramix.univ-paris1.fr/GREGOR/Site.
73. Christensen, L.T. and Askegaard, S. (2001), "Corporate identity and corporate image revisited: a semiotic perspective", European Journal of Marketing, Vol. 35 Nos 3/4, pp. 292-315.
74. Doyle, P. (2002), "Shareholder-value-based brand strategies", Journal of Brand Management, Vol. 9 No. 1, pp. 20-30.
75. Fombrun, C. (2001), "Corporate reputations as economic assets", in Hitt, M., Freeman, E. and Harisson, J.S. (Eds), Handbook of Strategic Management, Blackwell, Oxford.
76. Hill, S. and Lederer, C. (2001), The Infinite Asset, Harvard Business School Press, Boston, MA.
77. Kapferer, J.N. (1988), "Matriser l'image de l'Enterprise le Prisme d'Identite", Revue Française de Gestion, NovemberDecember.
78. Keller, K.L. (2001), "Brand research imperatives", The Journal of Brand Management, Vol. 9 1, September, pp. 4-6.
79. Kumar, P. (2005), "The impact of cobranding on customer evaluation of brand counterextension", Journal of Marketing, Vol. 69 No. 3, pp. 1-19.
80. Mottram, S. (1998), "Branding the corporation", in Hart, S. and Murphy, J.M. (Eds), Brands, The New Wealth Creators, Interbrand, Macmillan Business, Miadenhead, pp. 63-71.
81. Park, C.W., Jun, S.Y. and Shocker, A.D. (1996), "Composite brand alliances: an investigation of extension and feedback effects", Journal of Marketing Research, Vol. 33 No. 4, pp. 453-66.
82. Uggla, H. (2001), Organisation av Varumärken, Liber Ekonomi, Malmö.
83. Uggla, H. (2001), Varumärkesarkitektur, strategi, teori och kritik, Liber Ekonomi, Malmö.
84. Verick, H. (2004), "From atoms to bits: ingredient co-branding in digital media", MBA-working paper, School of Business, Stockholm University, Stockholm.