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Strategic Brand Concept-Image Management Author(s): C. Whan Park, Bernard J. Jaworski and Deborah J. Maclnnis Source: Journal of Marketing, Vol. 50, No. 4 (Oct., 1986), pp. 135-145 Published by: Sage Publications, Inc. Stable URL: Accessed: 27-08-2019 06:47 UTC JSTOR is a not-for-profit service that helps scholars, researchers, and students discover, use, and build upon a wide range of content in a trusted digital archive. We use information technology and tools to increase productivity and facilitate new forms of scholarship. For more information about JSTOR, please contact [email protected] Your use of the JSTOR archive indicates your acceptance of the Terms & Conditions of Use, available at Sage Publications, Inc. is collaborating with JSTOR to digitize, preserve and extend access to Journal of Marketing This content downloaded from 111.68.96.22 on Tue, 27 Aug 2019 06:47:47 UTC All use subject to
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C. Whan Park, Bernard J. Jaworski, & Deborah J. Maclnnis Strategic Brand Concept-Image Management Conveying a brand image to a target market is a fundamental marketing activity. The authors present normative framework, termed brand concept management (BCM), for selecting, implementing, and con trolling a brand image over time. The framework consists of a sequential process of selecting, introduc ing, elaborating, and fortifying a brand concept. The concept guides positioning strategies, and henc the brand image, at each of these stages. The method for maintaining this concept-image linkage de- pends on whether the brand concept is functional, symbolic, or experiential. Maintaining this linkag should significantly enhance the brand's market performance. OMMUNICATING a brand image to a target segment has long been regarded as an important marketing activity (Gardner and Levy 1955; Grubb and Grathwhol 1967; Moran 1973; Reynolds and Gutman 1984; White 1959). A well-communicated image should help establish a brand's position, insulate the brand from competition (Oxenfeldt and Swann 1964), and therefore enhance the brand's market performance (Shocker and Srinivasan 1979; Wind 1973). This po- tential impact underscores the importance of manag- ing the image over time. In their classic paper, Gardner and Levy (1955) wrote that the long-term success of a brand depends on marketers' abilities to select a brand meaning prior to market entry, operationalize the meaning in the form of an image, and maintain the image over time. The fact that several brands have been able to maintain their image for more than 100 years (e.g., Ivory's C. Whan Park is Distinguished Professor of Marketing, University of Pittsburgh. Bernard J. Jaworski and Deborah J. Macinnis are Assistant Professors of Marketing, University of Arizona. All authors contributed equally to the article. The authors thank two anonymous JM reviewers and Richard Lutz for their valuable comments and suggestions. Partic- ular thanks are extended to Editor Shelby Hunt for his encouragement during the revision process.
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