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• W2334626268 abstract "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." @default.
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• W2334626268 date "1986-10-01" @default.
• W2334626268 modified "2023-10-11" @default.
• W2334626268 title "Strategic Brand Concept-Image Management" @default.
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• W2334626268 doi "https://doi.org/10.1177/002224298605000401" @default.
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