Modelling the components of the brand
Abstract
Models of the components of brands are gaining more attention among practitioners and academics. We review why managers have a tendency to develop mental models and overview the key published models of the components of brands. Among 20 leading edge brand practitioners we found evidence of their using their own mental models to make sense of brand complexity. There were similarities between elements of their models and those of the “atomic brand model”. This particular model was favourably received by experts and from their evaluations we propose the more comprehensive “double vortex model” of the brand.
Keywords
Citation
de Chernatony, L. and Dall’Olmo Riley, F. (1998), "Modelling the components of the brand", European Journal of Marketing, Vol. 32 No. 11/12, pp. 1074-1090. https://doi.org/10.1108/03090569810243721
Publisher
:MCB UP Ltd
Copyright © 1998, MCB UP Limited