Advanced

The brand core and its management over time

Urde, Mats LU (2016) In Journal of Product & Brand Management 25(1). p.26-42
Abstract

Purpose – The purpose of this paper is to explore the brand core and its management over time. The aim is to develop a framework for managing the core of a brand for continuity and change. Design/methodology/approach – A longitudinal case study of the Volvo brand’s core and its management serves as the empirical basis for a qualitative analysis of the “brand core” using rhetorical perspectives. Findings – The management of the brand core for both continuity and change is an unsolved paradox in strategic brand management literature and practice. Existing conceptualisations offer little or no guidance regarding managing a brand’s core over time. The Volvo brand has evolved by adding and shifting mindsets, which has kept its core... (More)

Purpose – The purpose of this paper is to explore the brand core and its management over time. The aim is to develop a framework for managing the core of a brand for continuity and change. Design/methodology/approach – A longitudinal case study of the Volvo brand’s core and its management serves as the empirical basis for a qualitative analysis of the “brand core” using rhetorical perspectives. Findings – The management of the brand core for both continuity and change is an unsolved paradox in strategic brand management literature and practice. Existing conceptualisations offer little or no guidance regarding managing a brand’s core over time. The Volvo brand has evolved by adding and shifting mindsets, which has kept its core surprisingly stable. Research limitations/implications – The new framework mitigates a paradox and, by defining the brand core as a point of reference, allows for brand management to address both continuity and change and consider a range of stakeholders while doing so. The integration ofs rhetoric into the framework makes it applicable to product, service and corporate brands, or indeed anything that can be considered a “brand”. The brand core is defined as “an entity of core values and a promise”. Practical implications – By shifting perspectives on a brand’s core over time, change and development are stimulated while preserving its inner values and promise. Originality/value – The brand core framework integrating rhetoric theory was supported by a longitudinal case study to resolve a strategic brand management paradox.

(Less)
Please use this url to cite or link to this publication:
author
organization
publishing date
type
Contribution to journal
publication status
published
subject
keywords
Brand core, Brand essence, Brand identification, Brand meaning, Brand orientation, Brand rhetoric, Market orientation
in
Journal of Product & Brand Management
volume
25
issue
1
pages
17 pages
publisher
Emerald Group Publishing Limited
external identifiers
  • Scopus:84962586097
ISSN
1061-0421
DOI
10.1108/JPBM-05-2015-0875
language
English
LU publication?
yes
id
96fa072e-c6a4-4feb-a474-c35bec837d8d
date added to LUP
2016-06-29 12:25:56
date last changed
2016-10-13 05:11:03
@misc{96fa072e-c6a4-4feb-a474-c35bec837d8d,
  abstract     = {<p>Purpose – The purpose of this paper is to explore the brand core and its management over time. The aim is to develop a framework for managing the core of a brand for continuity and change. Design/methodology/approach – A longitudinal case study of the Volvo brand’s core and its management serves as the empirical basis for a qualitative analysis of the “brand core” using rhetorical perspectives. Findings – The management of the brand core for both continuity and change is an unsolved paradox in strategic brand management literature and practice. Existing conceptualisations offer little or no guidance regarding managing a brand’s core over time. The Volvo brand has evolved by adding and shifting mindsets, which has kept its core surprisingly stable. Research limitations/implications – The new framework mitigates a paradox and, by defining the brand core as a point of reference, allows for brand management to address both continuity and change and consider a range of stakeholders while doing so. The integration ofs rhetoric into the framework makes it applicable to product, service and corporate brands, or indeed anything that can be considered a “brand”. The brand core is defined as “an entity of core values and a promise”. Practical implications – By shifting perspectives on a brand’s core over time, change and development are stimulated while preserving its inner values and promise. Originality/value – The brand core framework integrating rhetoric theory was supported by a longitudinal case study to resolve a strategic brand management paradox.</p>},
  author       = {Urde, Mats},
  issn         = {1061-0421},
  keyword      = {Brand core,Brand essence,Brand identification,Brand meaning,Brand orientation,Brand rhetoric,Market orientation},
  language     = {eng},
  month        = {03},
  number       = {1},
  pages        = {26--42},
  publisher    = {ARRAY(0x8667ac8)},
  series       = {Journal of Product & Brand Management},
  title        = {The brand core and its management over time},
  url          = {http://dx.doi.org/10.1108/JPBM-05-2015-0875},
  volume       = {25},
  year         = {2016},
}