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By Chai Lee Goi

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How the brand portfolio is managed relates to strategic issues of brand architecture, market 14 Setting the scene segmentation and product versus corporate branding. Brand Management: Research, Theory and Practice does not touch upon this subject. We recommend Kapferer 1997, chapter 9 and Aaker and Joachimsthaler (2002), part III for book treatments of this topic. New theories suggest that a brand portfolio should be analysed in three-dimensional molecule systems, including those of competitors, Hill and Lederer (2001) and Lederer and Hill (2001).

1989) ‘A new approach to the corporate image management process’, Journal of Marketing Management, 5 (1): 63–76 18 Setting the scene Balmer, J. M. T. and Greyser, S. T. (2003) Revealing the Corporation: Perspectives on Identity, Image, Reputation, Corporate Branding and Corporate-level Marketing, London: Routledge Barrow, S. and Mosley, R. (2005),The Employer Brand: Bringing the Best of Brand Management to People at Work, Chichester: Wiley Chernatony, L. de and Drury, S. (2004) ‘Identifying and sustaining services brands’ values’, Journal of Marketing Communications, 10: 73–93 Farquhar, P.

The assumptions describe the implicit view of the nature of the brand and the premises of the brand–consumer exchange. The theoretical building blocks describe the concepts, models and figures key to the economic approach. Methods and data provide insight into what data to look for and how to collect it, when researching the content of a specific brand strategy. These three scientific layers add up to a managerial ‘how-to’ guide for how the assumptions, theories and methods of the approach can be converted into a brand management strategy in practice.

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