RESEARCHING

THE CULTURES
OF BRANDS

WHAT ARE BRANDS AND BRANDING

Hatch and Schultz, 2003): brands are often
not just a mechanism that creates
relationships between a company and
consumers

Need for research: As brands have developed

into something far more important in
contemporary culture than merely marketing
tools

RESEARCHING BRAND
MANAGEMENT
Research has focused on the strategies and
tactics
Framework:
Brand equity by (Aaker, 1991), Brand identity
by (Aaker, 1996;Kapferer, 2004) and Brand
architecture by (Aaker and Joachimsthaler,
2000)
(Csaba and Bengtsson, 2005): Successful
brand management becomes a matter of
fi nding the brands true and timeless essence

THE CULTURAL PRODUCTION OF

PLANT