Brand Strength: Building and Testing Models Based on by Martin Walser

By Martin Walser

Martin G. Walser breaks with the good proven "advertising paradigm", which postulates that robust manufacturers are primarily the results of ads. as an alternative, he specializes in "experiential information", i.e. the shoppers' adventure with the emblem, as a major resource of name energy.

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Extra info for Brand Strength: Building and Testing Models Based on Experiential Information (Forschungsgruppe Konsum und Verhalten)

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42 • Services Services with their characteristics of high intangibility and rather volatile outcomes have for a long time been thought of as inappropriate for branding. However the modem understanding of brands has shown that branding is probably the best method to address these problematic issues. Investments in more standardized service-"production" processes combined with attempts to generate quality-associations with consumers have proven successful in many service areas. Examples of strong, distinctive brands are McKinsey (consulting), SwissAir (transportation), Midas (car-service), Fidelity-Investments (financial services) and McDonalds (fast-food).

For the purpose of performing the above tasks this work draws from de ChernatonylMcWilliam (1989) and de ChernatonylDall'Olmo Riley (1998) who did pioneering work in this area of brand research published internationally. To further enrich the analysis some brand definitions stemming form the German research tradition are also considered. In contrast to international publications, where systematic research into the 22 nature of brand definitions is rarely done, German-speaking academics seem to have been occupied with this far more often.

In times when consumers are confronted with ever increasing amounts of stimuli this function of brands is of growing importance. 2. Distributor-related brand functions As previously noted the value of brands for distributors to a large extent stems from the functions brands can fulfill for consumers. Therefore it is rather difficult to name distributor-related functions, which are not merely deduced from the importance of the brand for the consumer. • Brands as identification device in product handling Before most goods were branded the shipping and handling of goods was a rather difficult task for retailers.

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