Untangling the brand name from the branded entity: The conceptualisation and value of the established brand name

Griff Round, Stuart Roper

Research output: Contribution to journalArticle

4 Citations (Scopus)

Abstract

Purpose
– The purpose of this study is to investigate the value to consumers of the brand name element for established brands, given that the focus in the literature has been on new brands. To accomplish this, conceptual development was initially undertaken to illuminate the links between the brand name element and the brand entity and to provide a theoretical framework for looking at changes in value of the brand name element to consumers over time.

Design/methodology/approach
– A conjoint analysis experimental approach was used. This involved consumers making trade-off decisions between changes in brand name and changes in price for established brands, where they were active purchasers. This approach enabled isolation of the brand name element and obtained the relative value of the brand name element for each participant.

Findings
– The mean value obtained for the importance of the brand name element for established products appeared to show substantial importance to consumers. However, further analysis identified a position where the majority of participants placed little value on the brand name element and a smaller but material group perceived its value as of overwhelming importance.

Originality/value
– This paper advances branding theory through clarification of the relationship between the brand name element and the brand entity. It provides theoretical argument and empirical data for the value of the brand name element to the consumer differing between established and new brands
LanguageEnglish
Pages1941-1960
Number of pages20
JournalEuropean Journal of Marketing
Volume49
Issue number11/12
DOIs
Publication statusPublished - 9 Nov 2015
Externally publishedYes

Fingerprint

Brand names
Conceptualization
Perceived value
Design methodology
Branding
Isolation
Theoretical framework
Conjoint analysis
Empirical data
Trade-offs

Cite this

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abstract = "Purpose– The purpose of this study is to investigate the value to consumers of the brand name element for established brands, given that the focus in the literature has been on new brands. To accomplish this, conceptual development was initially undertaken to illuminate the links between the brand name element and the brand entity and to provide a theoretical framework for looking at changes in value of the brand name element to consumers over time.Design/methodology/approach– A conjoint analysis experimental approach was used. This involved consumers making trade-off decisions between changes in brand name and changes in price for established brands, where they were active purchasers. This approach enabled isolation of the brand name element and obtained the relative value of the brand name element for each participant.Findings– The mean value obtained for the importance of the brand name element for established products appeared to show substantial importance to consumers. However, further analysis identified a position where the majority of participants placed little value on the brand name element and a smaller but material group perceived its value as of overwhelming importance.Originality/value– This paper advances branding theory through clarification of the relationship between the brand name element and the brand entity. It provides theoretical argument and empirical data for the value of the brand name element to the consumer differing between established and new brands",
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Untangling the brand name from the branded entity : The conceptualisation and value of the established brand name. / Round, Griff; Roper, Stuart.

In: European Journal of Marketing, Vol. 49, No. 11/12, 09.11.2015, p. 1941-1960.

Research output: Contribution to journalArticle

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