Title: Logical brand management in a dynamic context of growth and innovation
Authors: Logman, Marc # ×
Issue Date: 2007
Publisher: Grayson Associates
Series Title: Journal of Product and Brand Management vol:16 issue:4 pages:257-268
Host Document: The Journal of Product & Brand Management
Abstract: Purpose: The aim of this paper is to propose a consistent framework that allows the brand manager to detect innovation/growth opportunities and risks. Methodology/approach: The paper is based on an extensive theoretical study of innovation and growth approaches combined with analysis of cases (Dell and Red Bull) and many practical examples. The different approaches are compared at three levels: the customer value, the process and customer segment level. It also uses principles of the logical brand management model, proposed in a JPBM (2004) article as a benchmark. Findings: The paper shows that many frameworks still focus too much on the firm’s perspective instead of the customer perspective. An approach is proposed in which growth and innovation starts from the customer value . It allows to detect potential opportunities and risks at a very detailed level. Research implications/limitations. The growth and innovation model proposed may be used in a business- to-consumer and a business- to-business context (as illustrated with the cases and examples). Practical implications: Continuous adjustment of the customer value, by manipulating importance and satisfaction rates of different brand drivers leads to a continuous redefinition of contextual segments. In an effort to keep current customer segments and to attract new ones a balance must be sought continuously when adjusting the brand drivers. This kind of audit may also be perceived as a risk management approach for brand managers who want to evaluate innovation and growth options. Originality/value: This paper “integrates” many innovation and growth approaches into “one” consistent approach.
ISSN: 1061-0421
VABB publication type: VABB-1
Publication status: published
KU Leuven publication type: IT
Appears in Collections:Department of Marketing and Organisation Studies (MO), Leuven - miscellaneous
Formerly "HUB-EHSAL"
× corresponding author
# (joint) last author

Files in This Item:
File Status SizeFormat
logmanartJPBM2007.pdf Published 1173KbAdobe PDFView/Open Request a copy

These files are only available to some KU Leuven Association staff members


All items in Lirias are protected by copyright, with all rights reserved.