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Strategic Brand Concept-Image Management
C. Whan Park, Bernard J. Jaworski and Deborah J. Maclnnis
Journal of Marketing
Vol. 50, No. 4 (Oct., 1986), pp. 135-145
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1251291
Page Count: 11
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Conveying a brand image to a target market is a fundamental marketing activity. The authors present a normative framework, termed brand concept management (BCM), for selecting, implementing, and controlling a brand image over time. The framework consists of a sequential process of selecting, introducing, elaborating, and fortifying a brand concept. The concept guides positioning strategies, and hence the brand image, at each of these stages. The method for maintaining this concept-image linkage depends on whether the brand concept is functional, symbolic, or experiential. Maintaining this linkage should significantly enhance the brand's market performance.
Journal of Marketing © 1986 American Marketing Association