Strategic Company Concept-Image Management Author(s): C. Whan Park, Bernard L. Jaworski, Deborah J. Maclnnis Source: The Journal of Marketing, Vol. 55, No . some (Oct., 1986), pp. 135-145 Published simply by: American Marketing Association Stable URL: Accessed: 05/05/2011 16: 31 Your use of the JSTOR archive indicates your popularity of JSTOR's Terms and Conditions of usage, available at. JSTOR's Conditions of Use supplies, in part, that unless you have obtained prior authorization, you may not down load an entire issue of a record or multiple copies of articles, and you could use articles in the JSTOR archive just for your personal, noncommercial use. You should contact the publisher relating to any further utilization of this operate. Publisher info may be obtained at. Each replicate of any kind of part of a JSTOR transmitting must develop the same copyright laws notice that appears on the display screen or published page of such transmission. JSTOR can be described as not-for-profit assistance that helps college students, researchers, and students discover, use, and create upon an array of content in a trusted digital archive. We use technology and tools to increase efficiency and aid new types of scholarship. For additional information about JSTOR, please get in touch with [email protected] org.

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C. Whan Area, Bernard J. Jaworski, & Deborah M. Maclnnis

Concept-Ima Strategic Company Management

Conveyinga brandimage into a target marketis a fundamentalmarketingactivity. The writers present a for known as brandconcept administration (BCM), choosing, implementing, and connormativeframework, trollinga brandimage with time. The frameworkconsists of a continuous process of picking, introducing, elaborating, and fortifyinga brand idea. The concept manuals positioning approaches, and hence the brandimage, at each of these stages. The method intended for maintainingthis concept-image linkage depends upon whether the brand concept is definitely functional, symbolic, or experiential. Maintainingthis entrave should significantlyenhance the brand'smarketperformance.

OMMUNICATINGa manufacturer image to a target segment has long been regardedas an important and marketing activity(Gardner Levy 1955; Grubband Moran 1973; Reynolds and Gutman Grathwhol1967; 1984; White 1959). A well-communicated image will need to insulate the brand name help establish a brand's position, from competition (Oxenfeldt and Swann 1964), and therefore enhance the brand's marketplace performance (Shockerand Srinivasan1979; Wind 1973). This kind of potential effects underscoresthe importanceof managIn their particular classic newspaper, Gardnerand Garnishment (1955) wrote that the long lasting success of a brand will depend on marketers'abilities to choose a brandmeaning prior the to market entrance, operationalize meaningin the form of the image, and maintainthe photo over time. The very fact that a lot of brands had been able to keep their image for more than a century (e. g., Ivory's ent the image over time.

" purity" image) supportstheir position. betweena brand's marriage Despitethe significant and its marketperformance, neither the manimage agement of the brand's long-term graphic nor the joint

of of Teacher Marketing, Area C. Whan is Known University will be J. and J. Bernard Jaworski Deborah Macinnis Assistant Pittsburgh. Most contributed of of Instructors Marketing, School Arizona. experts JM two thank private reviewers The to thearticle. authors evenly Particand feedback suggestions. valuable Lutz andRichard fortheir Look hisencouragement intended for to thank you extended Manager are ular Shelby the process. during modification

relationshipbetween a brand image and sales-inducstrategieshas recently been consideredfully. To get ing marketing example, product life cycle (PLC) based strategies,...

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