10120140504001

International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 - 6510(Online),

Volume 5, Issue 4, April (2014), pp. 01-18 © IAEME

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AN EXPLORATORY STUDY ON BRAND MANAGEMENT: CURRENT

TRENDS AND FUTURE DIRECTIONS

HEMANTKUMAR P. BULSARA1, MEENU SHANT PRIYA

2*, SAMANT SHANT PRIYA

3

1Assistant Profesor, Incharge Management Department, Sardar Vallabh National Institute of

Technology, Surat, India 2Research Scholar, Sardar Vallabh National Institute of Technology, Surat, India

3Faculty, Sinhgad Institute of Business Adminsitration and Computer Application, Lonavala, India

ABSTRACT

Brands are perceived as valuable assets from both consumer and company perspectives.

Business leaders are fully aware of the importance of brand, branding and brand management for

their survival and maintaining sustainable development in competitive and globalized world. The

importance of brand, branding and brand management is not only felt and experienced by corporate

but even the countries, individuals and political parties are not untouched with this.

This paper provides a synthesis of the fragmented literature on brand management that is

organized under seven heads: different definitions on brand, layers of brand, importance of brand

management, brand concept management, brand management models, current trends in brand

management and conclusions. The ultimate section of the work that is future scope will open the path

for future research in the area of brand, branding or brand management.

Keywords: Brand, Brand Management, Sustainable Development.

1. INTRODUCTION

In the words of Philip Kotler, a leading Marketing Guru; “The art of marketing is largely

brand building. If not a brand, it will be viewed as a commodity”.

Globalization has made the whole world as a village. The competition has compelled

companies to focus on product differentiation for maintaining and sustaining survival and long term

success in the market. Companies are trying to create an image in the mind of customers that may

influence customer satisfaction and drive a significant role in generating demand for products and

may help in creating the market share and finally value for the company.

Sarkar & Singh (2005) in their work have clearly reported that the study on brand

management is age old and was event pertinent in the civilizations like Mesopotamia and Greek

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where they have cited the use of marks, sign and name identity to identify their products. The word

brand is derived from the old Norse word BRANDAR, which means to burn, as brand were & still

are the means by which owners of livestock mark their animals to identify them The studies on brand

and brand management has become even more important than it was a decade ago as the product life

cycle is shrinking every now and then and that’s why the researchers and practitioners as well all

around the world seem to be digging deep in this area.

Buchholz and Wordemann (2000) have proved that product universe is expanding and the

consumers’ universe is shrinking. Not only that, product and services have also become

interchangeable. So it is impossible to sell the product on the basis of quality and price only.

Although, consumers are enriched with huge information of product and competitive products in the

same category and so it is impossible for them to remember all. Hence in that case, managing

product is possible only with the help of unique brand management practices. Brand management is

the terminology used by different researchers, practitioners and industrialists in order to secure long

term success. Davis `(1995) has indicated that brand management should take a long term

perspective and has suggested that “management wants to change its ways and start managing its

brands much more like assets and increasing their value overtime”. In present situation, brands play

incredible role. ‘Branding is everything’, Said Matt Haig. ‘Companies LIVE OR DIE on the

strength of their brands’. Brands have penetrated in almost every part of our life: social, economic,

cultural, and sports etc.

The journey of brand management that started by burning the skins of the animals for

recognisition, today is the foundation between business and its customers to achieve the targets of

the company and to satisfy the willingness of the customers.

In this article we have explored the available literature by putting the key words used for this

work; brand, brand management, Layers of brand, the importance of brand management, brand

concept management, models of brand management and current trends in brand management. After

the conceptual framework is summarized areas for further research identify.

2. VARIOUS DEFINITIONS OF BRAND

The exploration of available literature could not have resulted in a universally accepted

definition of brand. Various thinkers have proposed different definitions which seem to be correct in

that context and perspectives in which the researches were set. The reported definitions are tabulated

below as a quick reference in chronological order;

TABLE NO 1.1: TABLE SHOWING DEFINITIONS PROPOSED BY VARIOUS

RESEARCHERS

Sr. No. Author/institution Year Description

1 Gardner and Levy 1955 A brand name is more than the label employed to

differentiate among the manufacturers of a product.

It is a complex symbol that represents a variety of

ideas and attributes.

2 American management

association

1960 The American Marketing Association (AMA)

definition of a brand is “a name, term, sign,

symbol, or design, or a combination of them,

intended to identify the goods and services of one

seller or group of sellers and to differentiate them

from those of competitors”



3

3 Farquhar 1989 Defines a brand as “a name, term, design or mark

that enhances the value of a product beyond its

functional purpose”

4 Kotler 1991 A name, term, sign, symbol, or design, or

combination of them which is intended to identify

the goods and services of one seller or groups of

sellers and to differentiate them from those of

competitors.

5

Aaker 1991 A brand signals to the customer the source of the

product, and protects both the customer and the

producer from competitors who would attempt to

provide products that appear to be identical.

6

Ambler 1995 A brand is a bundle of functional, economic and

psychological benefits for the end user.

7 Aaker 1996 Brand is defined as the assets or liabilities

associated with the brand that add to, or subtract

from, the value the product provided.

8 Hutton 1997 This is reflected in buyers’ willingness to pay a

premium for a favored brand in preference to

others, recommend to peers, and give consideration

to other company offerings.

9 Chernatony and

McDonald

1998 Brand is an identifiable product, service, person or

place, augmented in such a way that the buyer or

user perceives relevant, unique added values which

match their needs most closely.

10 Dalrymple & Parsons 2000 A Brand is a name; term, sign, symbol or design

intended to distinguish the goods and services of

one seller from another.

11 Srinvasan, Park &

Chang

2005 Brands basically create perceptions in the mind of

the consumer that it is unique and there is no other

similar product or service in the market.

12 Logo Design works 2007 Customer’s simple understanding of brand is to

associate and reckon with easy information

processing about products purchasing and being

certain about the brand to build their trust with

time.

13 Kapferer 2008 A brand is not the name of a product. It is the

vision that drives the creation of products and

services under that name.

14 De Chernatony 2009 More recent work where a brand is defined as “a

cluster of values that enables a promise to be made

about a unique and welcomed experience”.

International Journal of Management (IJM), ISSN 0976

Volume 5, Issue 4, April (2014), pp.

If one critically analyzes all the above mentioned definitions, it may be concluded that brand

is some promise or set of promises delivered for a mutual beneficial relationship between the parties

selling and purchasing it.

3. THE LAYERS OF A BRAND

To understand the brand in real sense, researcher has mentioned layers of brand. According to

Levitt brand are made of four layers.

1) Core product and services 2) Basics brand 3) Augmented brand 4) Potential brand.

Given below is a diagrammatic representation of “layers of brand”

FIGURE No. 1.1:

Source: Adapted from Levitt T.., “Marketing Success through differentiation

Business Review January- February 1980, Pg. 86

Name

Design

Packaging Features

Quality

Service

Delivery and

Installation

GuaranteCredit

&

International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976

(2014), pp. 01-18 © IAEME

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Levitt brand are made of four layers.

product and services 2) Basics brand 3) Augmented brand 4) Potential brand.

below is a diagrammatic representation of “layers of brand”

FIGURE No. 1.1: Layers of Brand

Levitt T.., “Marketing Success through differentiation – of anything.” Harvard

February 1980, Pg. 86

Quality

rint), ISSN 0976 - 6510(Online),




product and services 2) Basics brand 3) Augmented brand 4) Potential brand.

of anything.” Harvard



5

In the figure (layers of brand) above it has been expressed that survival of product is not

possible only with functional benefits which has been given in core product and service. For this

reason company start branding their product with basics brand strategy such as name, logo, quality,

packaging etc or amalgam of all these to differentiate one seller product to other. After that

successful company will enlarge the core product and services with supplementary paradigm

information and quick services which enhance the consumer total purchasing power and experience

and to overcome the competitors. At last, a brand achieves its positions as a potential brand by

adding more values to product and services and creates loyalty among customers to purchase

products even rise in price of the product.

4. BRAND MANAGEMENT AND ITS IMPORTANCE

The researchers considered the importance as argued by Keller, (2006) and Berthon et.al

(1999). They coded brand provide value to both firms and customers that has been explained below

with the help of table(2.1) mentioning the roles played by brands (Keller, 2006) and functions of

brand as elaborated in the figure below given by Berthon et al. (1999) (Fig No. 2.2)

Table No. 2.1: Roles That Brands Play

To Consumers To Manufacturers

Identification of sources of product. Means of identification to simplify handling

or tracing.

Assignment of responsibility to product

maker.

Means of legally protecting unique features.

Risk reducer. Signals of quality level to satisfied

customers.

Search cost reducers. Means of endowing products with unique

associations.

Promise, bond or pact with maker of product. Source of competitive advantage.

Symbolic device and Signal of quality. Source of financial returns.

(Source: Keller, 2006)

With the help of this table, Keller has given important benefits to both consumer &

manufactures. In summary, to consumer’s perspectives, the special meaning that brands take on can

change their perceptions and experiences with a product. Brand simplify decision making, reduce

risk and enrich the lives of customers. Accordingly, Manufactures can benefit from branding

whenever consumers are in a choice situation. (E.g. profit, competitive advantage, quality product

and legal protection).



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FIGURE No. 2.2: Importance of Brand Management as Suggested By Brethon et. al(1996)

Importance of brand has been illustrated by Brethon,et al. with the help of above figure. They

stated that brand drives various prominent functions/importance for the buyer as well as for the

seller. Brands help buyers to easily identify the product which lead to simplify their purchasing

decision by reduction in search cost. Furthermore buyer perceives a lower risk because of quality

purchasing good & services.

On the other hand, Brand is fruitful to seller perspective as well. Seller can get profit from

repeat purchase, launch new products and can even simplify promotional work of company.

Subsequently, promote brand loyalty and fascinate premium pricing for company.

Product Identification

facilitates repeat

Purchases

Product

Differentiation

facilitates

premium pricing

Familiarity

facilitates

new product

introduction

Ability to

identify

facilitates

promotional

efforts

Coherent message

facilitates market

Segmentation

Identification facilitates

loyalty in purchasing

category

Status and Prestige

reduces psychological

risk

Assurance of quality reduces

perceived risk

Identification

reduces search Cost

Functions of a Brand

BUYERS

SELLERS



7

The researchers finally concluded with the following thoughts on the importance of the brand.

1) Customer satisfaction: Brands provide identification, reduction in search cost, reduces risk and

finally quality of the good and services.

2) Share performance: Strong brands enhance market performance and benefits a range of

constituents from the companies themselves to individual shareholders, institutional

investments --- etc.

3) Brand develops economics of scale and Competitive economy: Brand develops economic of

scale and ensures a competitive economy by distinguishing the good and services. And it also

helps the economy to adapt and grow. In spite of that brand enhances business cross

geographical and cultural border as well.

4) Benefits all stakeholders: such as supplier, consumers, supporters, shareholders, legislators,

business partners, regulators, employees and even competitors.

5) Brands ensure business is accountable for their social responsibility: Brand ensures that

companies act responsibly. Past experiences has shown that well to do brands manage and

maintain the corporate social responsibility and business ethics.

6) Brands develop globalized world - In spite of that brand enhances business cross geographical

and cultural border as well.

7) Brands develop unity in diversity- brand integrates the individual, social, culture, nation and

international etc.

Overall, brand management is the foundation of building synergy with company and

customers. It helps in generating healthy, wealthy and prosperous global economy. In order to

understand the literature review of brand management in proper manner researcher has considered

the ‘BRAND CONCEPT MANAGEMENT’.

5. BRAND CONCEPT MANAGEMENT

Brand concept management was introduced by Part, Jaworski and Macinnis in1986. Brand

concept is created from consumer basic needs and can be divided in to three main categories

dependent on the motives of consumption: functional, symbolic and experiential needs. The brand

concept management is managed by three stages-1) Introduction 2) Elaboration and 3) Fortification

(Park et al, 1986). This model focuses on building brand equity for a company in its introduction

phase which is based on communicating the brand and expatriating the operating activities. These

two tasks are co-dependent to achieve the marketing mix target and creating synergy effect (Part et

al, 1986).



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FIGURE No. 3.1: Brand Concept Model Source; Adopted from Part et. al (1986)

In general, brand concept management should be regarded as the long term investment,

which will provide long term competitive advantage to company by differentiating strength and

performance of the products. Although, the decision made in each stage will influence the effect in

next stage as well. Therefore, the framework of brand concept management provides key elements in

deciding the brand position.

After understanding the brand concept management, the next phase of article based on brand

management model.

6. BRAND MANAGEMENT MODELS

In this section the researchers present two brand management models. First strategic brand

management process given by keller in 2006 based on SBMP and second a conceptual model for

brand building based on review of published literature.

STRATEGIC BRAND MANAGEMENT PROCESS

Strategic brand management process includes the design and implementation of marketing

programs to build, measure, and manage brand equity. Hence, SBMP model involves four main steps

Identifying and establishing brand positioning and values The brand strategies start with brand positioning. Kotler defined brand positioning as the “act

of designing the company’s offer and image so that it occupies a distinct and valued place in the

target customer’s mind”. Brand positioning involves brand mantra and core brand values. Core brand

values are related to attribute and benefit that characterizes a brand and the brand mantra is shown as

the most important aspect of brand and core brand. Both are heart and soul of the brand.

Planning and implementing brand marketing programs Once the brand positioning strategies are determined, the next step of marketing program is

to create and maintain unique identification of brand in the market. This is possible by integrating the

brand element into marketing activities, supporting the marketing program and the final way to build

brand equity to leverage secondary association.

International Journal of Management (IJM), ISSN 0976

Volume 5, Issue 4, April (2014), pp.

Measuring and interpreting brand performance

For understanding the impact of brand marketing program, it is

interpret brand performance. Useful tools in this regard brand value chain, brand audit, brand

tracking and brand equity management system. This provides a systematic overview of key concept

in measuring brand equity.

Grow and sustain brand equity Finally, the last step in brand strategies is to grow and sustain brand equity or maintain and

expand brand with the help of brand

reinforcement and revitalization.

FIGURE No. 4.1: Strategic Brand Management Process Keller (2006)

6.2) PCDL MODEL :A CONCEPTUAL MODEL FOR BUILDING BRANDA conceptual model for brand building based on literature review known as PCDL Model,in

competitive markets is mentioned below. The conceptual mo

Communicating the Brand message, Delivering the Brand performance and Leveraging the Brand

Equity explained below.

Identify and Establish

Brand Positioning and

values

∙Mental Maps

∙Competitive Frame of reference

∙Points of parity and Points of Differences

∙Core Brand Values

∙Brand Mantra

Measure and Interpret brand

performance

∙Brand value chain

∙brand audits

∙Brand tracking

∙Brand equity management system

International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976

(2014), pp. 01-18 © IAEME

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Measuring and interpreting brand performance For understanding the impact of brand marketing program, it is essential to measure and



Finally, the last step in brand strategies is to grow and sustain brand equity or maintain and

expand brand with the help of brand-product matrix, brand portfolios, brand expansion and

Strategic Brand Management Process Keller (2006)

PCDL MODEL :A CONCEPTUAL MODEL FOR BUILDING BRAND A conceptual model for brand building based on literature review known as PCDL Model,in

competitive markets is mentioned below. The conceptual model elements are; Postioning the Brand,


Identify and Establish

Brand Positioning and

reference

∙Points of parity and Points of Differences

∙Core Brand Values

Plan and implement

brand marketing of

program

∙Mixing and matching of brand elements

∙Integrating brand marketing activities

∙leverage of secondary association

Measure and Interpret brand

∙Brand value chain

∙Brand equity management system

Grow and sustain Brand equity

∙Brand-product matrix

∙Brand portfolio and hierarchies

∙Brand expansion strategies

∙Brand reinforcement and revitalization∙

Strategic Brand

Management

Process

rint), ISSN 0976 - 6510(Online),

essential to measure and



Finally, the last step in brand strategies is to grow and sustain brand equity or maintain and

product matrix, brand portfolios, brand expansion and

Strategic Brand Management Process Keller (2006)

A conceptual model for brand building based on literature review known as PCDL Model,in

Postioning the Brand,


Plan and implement

brand marketing of

∙Mixing and matching of brand elements

activities

of secondary association

Grow and sustain Brand equity

product matrix

hierarchies

∙Brand expansion strategies

∙Brand reinforcement and revitalization∙



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FIGURE No. 4.2: PCDL Model, adapted from Ghodeswar (2008)

Positioning the Brand Positioning the brand is related with creating perception of brand and unique differentiation

in the customer mind compared to its competitors. By strategically positioning it in the minds of

target audience, the company can build a strong identity for the Brand. Whereas Upshaw(1995)

identified eight alternative positioning tools used by companies as : feature driven prompts; problem

/solution prompt target – driven positioning ,emotional, psychological positioning, benefit-driven

positioning, aspiration positioning, and value positioning. Finally, Brand positioning will build up

brand loyalty which helps in customer based Brand equity

Communicating the Brand How the Brand perceived by the target audience? Answer would be communication!!!!!!!!!!!!

Therefore, long terms integrated marketing communications is must for building the relationships

with customers and the company. The various communication channels are advertisement, word of

mouths, events, internet, promotion ---- etc. which enables the company to rig our sly increase the

brand recognition or recall in the mind of customers which may subsequently enhance the brand

positioning in the mind of the target customers.

Delivering the Brand Performance

Company need to reinforce the eagle eye on their brands against the competitors. They should beat

the competition by identifying how their brands are doing in the markets and this is possible by

keeping the record of their brands performance, brand recognition or recall, brand image, brand

awareness, brand loyalty and finally Brand equity. And this brand equity is managed by company

amalgam of delivering the product performance, service performance, customer care, customer

satisfaction and customer delight and operational standards. (The operational standards are the

assurance to the target audience that the Brands promise delivered to them)

Leveraging the Brand Equity

Keller (2003) defined leveraging process as linking the brand to some other entity that creates

a new set of associations from the brand to the entity as well as affect existing brand associations.

Company employs the different strategy to leveraging the Brand likes line Brand extension, Brand

extension, Ingredient Branding, co-Branding, Brand alliances and social integration.



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PCDL model is the path for molding the general customers in to specific customer, by

generating brand equity to particular brands and with the help of customer brand equity companies

are trying to secure customer market share and benefits.

7. CURRENT TRENDS IN BRAND MANAGEMENT

Contemporary issues in brand management have reflected different brand strategies. With

changes in the time, brand has emerged as a top priority of the management in the last decade due to

the realization that brands are one of the most valuable assets that firms have. Managing, maintaining

and sustaining the brands have become prominent part in globalized and competitive world of

twenty first century. Many scholars have conducted researches in the field of branding, but many

opportunities are still in existence in this field which has been cited below;

1) Co-Branding, 2) Corporate Branding, 3) Global Brand, 4) Employer Branding 5) Business to

Business Branding 6) Corporate social responsibility in branding and 7) Green Branding 8) E-

branding

7.1 CO-BRANDING

Co-branding is a brand alliance strategy in which two or more brands launch a new product

and simultaneously presented to the market. Co-branding, co-partnership and dual branding are the

strategy used by the company to expand the customer base, increment in profitability, strengthen

competitive position through market share, create new customer perceived value, and yield

operational benefits through reduction in cost and enhance the product extension through brand

image.

According to Dignam,(1999), in current scenario 40% annual growth rate in companies is

because of co-branding and it has become a strategic tool to attain higher market share. Rao and

Ruekert (1999) have given co-branding desire to enhance new market and to attend unobservable

quality.

Lance Leuthesser et.al. (2002) have suggested, co-branding has the potential to achieve ‘best

of all worlds’ synergy that to capitalizes on the unique strengths of each contributing brand.

Grossman,(1997) explain how marketers have began to pair their new brands with existing brands

that have powerful images attached to them in the hopes of linking these positive images with their

products. Wei-Lun, (2009) has cited if the two companies do not consider the position and strategy

adequately they will be taking larger risks and probably face static and uncertain environment

purchase intent and match up dilution. Stavros P.et al(2012) according to them brands with

equivalent equity levels shared the benefited of the Co-branding equally, while lower equity benefit

more from the alliance than higher equity partners.

7.2 CORPORATE BRANDING

Corporate branding has become a significant business strategy in market. Corporate branding

is the practice of corporate brand equity to create product/brand recognition in the mind of the

customer. Corporate brand identity constitutes customers, employee, investor, environmentalist,

shareholder, supplier and society. Under this it include all touch point including logo, customer

service treatment, training of employees, packaging, advertising and quality of product etc. which

help in creating the corporate brand equity for customer.

Anandan pillai(2012),has given in his literature review that Corporate branding has been

gaining importance in the market like combating competition ,increasing stakeholder value and

brand image in the mind of customers. Van Riel (2002) has cited that business unit should use a

corporate brand as communication activities. Marc etal (2012) has explored three main approaches to

corporate branding research (Internal, transactional, external).



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Globalization has made rapid changes in business strategy and it has created complicated and

competitive Business environment. Therefore, the move from product branding to corporate

branding has emerged as a key challenge. This has been supported by many scholars in their finding

namely Aaker and Joachimsthaler(2000), Balmer (1995), Hatch and Schultz(2001),Keller (2000),

and Aaker (2004) define a corporate brand as a brand that represents an organization and reflects its

heritage, values, culture, people, and strategy. McDonald et al. (2001) have focused corporate brand

research on service area. John M.T, Balmer (2001) suggested the three virtues of corporate brands

are that they-Communicate(C), Differentiate (D) and Enhance (E).

7.3 GLOBAL BRAND According to Levitt(1983) “because the world is shrinking- due to leaps in technology,

communication, and so forth—well managed companies should shift their emphasis from

customizing items to offering globally standardized products that are advanced, functional, reliable

and low priced for all”. Corporate mantra of success is to meet the global demand in order to

achieve the target of profit. Some pioneer global brands are Coca cola, Nestle, Procter & Gamble,

Apple and Mercedes-Benz more recently Samsung. A number of issues emerge in attempting to

build a global brand. Levitt has argued that companies are needed to learn to operate as if the world

were one large market – ignoring superficial regional and national differences. In (2010) Dimofte et

al, has showed direct effect of globalist on perception and purchase of products. Whereas Ozsomer

et.al (2012) has cited that globalization has put global brand in center stage of market.

7.4 EMPLOYER BRANDING Employer branding is playing a fundamental role in creating, maintaining and retaining

employee in the organization. “Employer branding is a term often used to describe how

organizations market their offerings to potential and existing employees, communicate with them

and maintain their loyalty; advancing, internally and externally in the organization, a clear view of

what makes a firm different and desirable as an employer” Backhaus and Tikoo (2004) and Ewing

M.T etal.(2002) has given in knowledge management companies are increasingly placing emphasis

on employment branding. Whereas Luthans F and Petersons J. (2002) has stated that relationship

between employer engagement and perceived managerial effectiveness will have direct effect on

rated effectiveness. Morakol and Uncles (2008) explored how companies can successfully implement

employer branding and benefits of their company as staff and employer. And Van Hoye (2011) has

proved that informal communication, like word-of-mouth is playing a significant role in employer

branding.

7.5 B2B (BUSINESS TO BUSINESS) BRANDING Business-to-business (B2B) describes commerce and transactions between businesses, such

as between a manufacturer and a wholesaler, or between a wholesaler and a retailer. Therefore, B2B

products and services are sold from one company to another.Rick Wise and Zednickova (2009) have

shown that B2B branding is more crucial in present scenario. In 2004, Bendixen et al. proved that

business to business buyers are willing to pay a premium price for their preferred brand and they also

expand brand good-will to other product lines and recommend the brand to others. Kuhan et al.

(2008) examined the applicability of Keller’s (2003) consumer based brand equity pyramid model to

a B2B context. Vargo,S.L and Lusch(2011) have given contribution of B2B marketing can be seen as

applicable to mainstream marketing. Some studies have taken place in internal brand building within

the company by the Urde (2003).Moreover prior studies on brand equity B2B services were

happened in the contexts- of Financial services (Taylor, Hunter and Lindberg (2007), logistic

services Davis (2008), IT software(Kim and Hyun (2011) and service identity in B2B service by

Darren et al (2011).



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7.6 CORPORATE SOCIAL RESPONSIBILITY IN BRANDING In contemporary era Companies’ responsibility is not only profitability but also belongs to

the social responsibility. Carroll (1979), argued that corporate social responsibility has four distinct

themes namely management of stakeholder concern, economic viability, philanthropic action and

ethical practices. Dannielle Bluenthal and Alan Bergstrom (2003), has discussed that branding has

changed from simple image –production scheme to a massive organizational alignment tool and

According to Cryer (1997) that consumer really cares business ethics on purchase. Menon and

Menon (1997) have demonstrated that consumers have shown positive change in their purchasing

power toward environment friendly businesses. BhattacharyaSen, Korshun (2008), has given

corporate social responsibilities can be used to attract talented employees. Elisa Arigo (2013) has

cited corporate social responsibility as a source of competitive advantage for global firm.

7.7 GREEN BRANDING Green branding is the burning topic of the world after Kyoto protocol (1997 Summit) which

compelled the corporate world to introduced sustainable development strategy in market process and

diverted the market strategies toward green branding. Green brands are those brands that associate

with environmental conservation and sustainable business practices. For the last four decades the

researches are on in the area of green marketing and this was mainly contributed by different

researcher. But a very few studies had focused specifically on green branding. Some research work

reflected the concept of green brand effects on attitude of functional versus emotional positioning

strategies this statement was proven by the Patrick Hartmann (2005). Coddington (1993) suggested

that green positioning and green communication as an important instrument for green branding. Yu-

Shan-Chen (2009) has given that Green Brand image, Green trust and Green satisfaction lead Green

brand equity. Vincent Wee and Periyayya(2013),has proposed that Green brand image has a strong

influence towards green branding. Whereas Pui Pong etal (2003) had analyzed that positive

perception of consumer towards a green product and create a green brand value and green equity.

7.8 E-BRANDING

E-branding refers to the sum total of a company’s values, competencies, attitudes, vision,

mission personality and appearance that is projected to the audience through online. Ibeh,Luo and

Dinnie (2005) has said that “E-brands are increasingly becoming imperative for growth seeking

internet companies” where as Gommans, Krishnan and scheffold(2001) has provides a conceptual

framework of e-loyalty and its drivers. McWillam(2001) has given building strong brands through

online communication. And according to Bernd (2000), well designed websites is a powerful

dimension of the corporate brand. Phil Carpenter (2000) has cited that e-brand will prove truly

durable brands.

8. CONCLUSIONS

The goal of this article to discussed the conceptual framework of brand management that

would assist the manager to develop a brand building strategy and academicians studying different

perspectives of brand management.

It was observed during the course of paper that there is no unanimously agreed definition of

brand. ‘There is a brand in every one of you’ this has been proved as today customers are

deliberately asking for the brands during their purchases and that may be a reason for researchers

who are always in pursuit of development of new brand management processes and for which they

every now and then are developing new brand management models. It was also observed during the

literature review that importance of brand and its management is growing; it is not only growing but

is also becoming complex day by day. The importance of branding is not only significant to



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companies involved in it but it has become important to customers and employees as well then article

considered the framework of brand concept management provides key elements in deciding the

brand position which is based on the idea of function, symbolic and experiential brand concept.

Researcher also critically analyzes the brand building model of Keller and Ghodeshwar. And at last,

this article provides the contemporary issues on brand management which will definitely provides

the learning opportunity to all who are interested in studying the new age of brand management like

B2B, Corporate Social Responsibility branding, global branding employer branding, co-branding e-

branding and green branding etc.

Therefore, the implication of this article for managers on brand positioning and brand

building decision on the other hand it will assist the researcher and academician in current trends and

further study on brand, branding and brand management.

8.1 ISSUES FOR FURTHER STUDY

RESEARCH TOPICS

FUTURE SCOPE OF THE STUDY

CORPORATE BRANDING 1) More studied are expected to be based on

corporate branding & its impact on retention of

employees.

2) Future study may be based on corporate brand

that leads the competitive advantage or increasing

market share by taking any country or sector for

the study.

3) Is that corporate branding leads to sustainable

business development?

CO-BRANDING 1) Further study may be based on co-branding to

prove that it is a strategy to win the market share.

This study may be based on any country and

sector.

2) Co-branding is the tool to survival for

company in the recession period.

3) Co-branding and its evil effect on survival of

their partner company.

GLOBAL BRANDING 1) Is global brands decreasing the effects of local

brands?

2) Impact of online purchasing on Global brand is

another issue for further research.

3) Consumer perception toward global brands in

developing countries (specifically rural area

context)

EMPLOYER BRANDING 1) To analyze whether Employer branding is a

tool to attract, develop and retain talented

employees.

2) Impact of employer branding on organizational

effectiveness.

3) Employer value proposition is a key factor in

building employer branding.

4) Impact of Advertisement on employer

branding in Indian context against world.



15

BUSINESS TO BUSINESS BRANDING 1) Factors effecting B2B brand equity in different

sectors of the economy.

2) Is that existing measure of brand equity is

applicable to B2B markets.

3) Is that B2B branding applicable to functional

and emotional benefit.

CORPORATE SOCIAL RESPONSIBILITY

BRANDING

1) Whether Corporate social responsibility affects

the corporate branding.

2) Is Corporate social responsibility branding a

tool for sustainable development for company

and consumers?

3) Whether the CSR branding based companies

have any impact on the perception of the

consumer towards company product & service.

GREEN BRANDING 1) Validate customer based green brand equity .

2) Green branding and its impact on

competitiveness & price elasticity of demand.

3) Impact of communication on green branding.

4) Measuring the perceptual and attitudinal

effects of alternative green positioning strategies

and which may lead to development of more

competitive green branding initiatives.

E-BRANDING 1) Studies are required in the area of e-branding

for virtual companies.

2) Examining the impact of e-branding on retail

sector in developed & developing countries.

3) Analysis of the perception and emotional

effects of e-branding in different nations

especially in Indian context.

POLITICAL BRANDING 1) Analysis the different factor of political

branding.

2) Examine the impact of political branding on

developing the state, nation etc.

3) Role of political branding in making the nation

as an international brand.

Role of financial or ethical promotion in political

branding specially in Indian context.

INDIVIDUAL BRANDING 1) How individual branding specially sport star,

actor etc assist the organization.

2) Is that individual branding enhancing the

competitiveness and value of product?

CULTURAL BRANDING 1) Analysis the different factors influencing the

cultural branding.

2) Cultural branding is the tool for success in

competitive era.

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