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C. Whan Park, Bernard J. Jaworski, & Deborah J. Maclnnis
Concept-Ima Strategic Brand Management
Conveyinga brandimage to a target marketis a fundamentalmarketingactivity.The authors present a for termed brandconcept management (BCM), selecting, implementing,and connormativeframework, trollinga brandimage over time. The frameworkconsists of a sequential process of selecting, introducing, elaborating,and fortifyinga brand concept. The concept guides positioning strategies, and hence the brandimage, at each of these stages. The method for maintainingthis concept-image linkage depends on whether the brand concept is functional,symbolic, or experiential. Maintainingthis linkage should significantlyenhance the brand'smarketperformance.
OMMUNICATINGa brand image to a target segment has long been regardedas an important and marketing activity(Gardner Levy 1955; Grubband Moran 1973; Reynolds and Gutman Grathwhol1967; 1984;White 1959). A well-communicated image should insulate the brand help establish a brand's position, from competition (Oxenfeldt and Swann 1964), and therefore enhance the brand's market performance (Shockerand Srinivasan1979; Wind 1973). This potential impact underscoresthe importanceof managIn their classic paper, Gardnerand Levy (1955) wrote that the long-term success of a brand depends on marketers'abilities to select a brandmeaning prior the to market entry,operationalize meaningin the form of an image, and maintainthe image over time. The fact that several brands have been able to maintain their image for more than 100 years (e.g., Ivory's ing the image over time.
"purity"image) supportstheir position. betweena brand's relationship Despitethe important and its marketperformance,neither the manimage agement of the brand's long-term image nor the joint
of of Professor Marketing, Park C.Whan is Distinguished University are J. and J. Bernard Jaworski Deborah Macinnis Assistant Pittsburgh. All contributed of of Professors Marketing, University Arizona. authors JM two thank anonymous reviewers The to thearticle. authors equally Particand comments suggestions. valuable Lutz andRichard fortheir Hunt hisencouragement for to thanks extended Editor are ular Shelby the process. during revision
relationshipbetween a brand image and sales-inducstrategieshas been consideredfully. For ing marketing example, product life cycle (PLC) based strategies,...