Capturing the essence of a corporate brand personality: A Western brand in Eastern Europe

This study focuses on the positioning of a Western brand (McDonald's) in an Eastern European market (Slovenia), and shows how corporate communication efforts can influence consumer perceptions of brand essence. In order to ensure the long-time viability of a brand's equity, preserving and...

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Veröffentlicht in:The journal of brand management 2006-09, Vol.14 (1-2), p.114-124
Hauptverfasser: Rekom, Johan Van, Jacobs, Gabriele, Verlegh, Peeter W J, Podnar, Klement
Format: Artikel
Sprache:eng
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Zusammenfassung:This study focuses on the positioning of a Western brand (McDonald's) in an Eastern European market (Slovenia), and shows how corporate communication efforts can influence consumer perceptions of brand essence. In order to ensure the long-time viability of a brand's equity, preserving and reinforcing its essence is of primordial importance. A method is presented for identifying those characteristics of the personality of a corporate brand that make up its essence. Such a tool is suitable for refined corporate positioning, because it not only shows which corporate characteristics form the essence of the corporate brand, but also shows why they are so essential. [PUBLICATION ABSTRACT]
ISSN:1350-231X
1479-1803
DOI:10.1057/palgrave.bm.2550056