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BRANDS AND BRANDING: RESEARCH FINDINGS AND FUTURE PRIORITIES
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Branding has emerged as a top management priority in the last decade due to the growing realization that brands are one of the most valuable intangible assets that firms have. Driven in part by this intense industry interest, academic researchers have explored a number of different brand-related topics in recent years, generating scores of papers, articles, research reports, and books. This paper identifies some of the influential work in the branding area, highlighting what has been learned from an academic perspective on important topics such as brand positioning, brand integration, brand equity measurement, brand growth, and brand management. The paper also outlines some gaps that exist in the research of branding and brand equity and formulates a series of related research questions. Choice modeling implications of the branding concept and the challenges of incorporating main and interaction effects of branding as well as the impact of competition are discussed.
One sentence abstract
Much research progress has been made in the study of branding, but many opportunities still
exist.
3
Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. Keller's academic resume includes degrees from Cornell, Duke, and Carnegie-Mellon universities, award-winning research, and faculty positions at Berkeley, Stanford, and UNC. He has served as brand confidant to marketers for some of the world's most successful brands, including Accenture, American Express, Disney, Ford, Intel, Levi Strauss, Procter & Gamble, and SAB Miller. His textbook, Strategic Brand Management, has been adopted at top business schools and leading firms around the world. With the 12th edition published in March 2005, he is also the co-author with Philip Kotler of the all-time best selling introductory marketing textbook, Marketing Management.
Donald R. Lehmann is the George E. Warren Professor of Business at Columbia Business School at Columbia University. His research focuses on individual and group choice and decision making, research methodology, the adoption of innovation, and new product development. He is particularly interested in knowledge accumulation, empirical generalizations, and information use. He has published more than 80 articles and books, serves on the editorial boards of several academic journals, and is the founding editor of Marketing Letters. He is a past president of the Association for Consumer Research and a trustee and former executive director of the Marketing Science Institute
Kevin Lane Keller and Donald R. Lehmann - Personal Name
2nd
NONE
Research Method
English
2005
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