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.

American Advertising Association is collaborating with JSTOR to digitize, protect and lengthen access to The Journal of Marketing.

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,...

References: Aaker, David A. and L. Gary Shansby(1982), " Placing

Your Merchandise, " Organization Horizons, 25 (May-June), 5662.

1986 October of a hundred and forty four / Record Marketing,

Anderson, Rolph Elizabeth. and Marvin A. Jolson (1980), " Technical Wording and terminology in Promoting: Implications for Market Segmentation, " Record of Marketing, forty-four (Winter), 57-66. Arabie, Phipps, Douglas Carroll, Wayne DeSarbo, and Yoram Wind (1981), " OverlappingClustering: A New Method for Product Placing, " Diary of Marketing Study, 18 (August), 310-17. Day time, George H., Allan M. Shocker, and Rajendra E. Srivastava (1979), " Customer-OrientedApproaches to Discovering Product Market segments, " Journal of Marketing, 43 (Fall), 819. Dickson, Peter R. (1982), " Person-Situation: Segmentation 's Missing Link, " Diary of Marketing, 46 (Fall), 56-64. Fennell, Geraldine G. (1978), " Perceptions of the Product-InUse Situation, " Journal of promoting, 42 (April), 39-47. Frey, Albert Watts. (1961), Promoting, 3rd education. New York: The Ronald Press Company. Gardner, Burleigh B. and Sidney J. Garnishment (1955), " The Product and the Brand, " Harvard Organization Review, 33 (MarchApril), 33-9. Grubb, Edward cullen L. and Harrison M. Grathwhol (1967), " Customer Self-Concept, Meaning and Marketplace Behavior: A Theoretical Strategy, " Log of Marketing, 31 (October), 22-7. Haley, Russell I. (1968), " Profit Segmentation: A conclusion Oriented Exploration Tool, " Journal of promoting, 32 (July), 30-5. Hirschman, Elizabeth C. and Morris B. Holbrook (1982), " Hedonic Usage: Emerging Principles, Methods and Propositions, " Journal of promoting, 46 (Summer), 92-101. Holbrook, Morris B., Robert N. Chestnut, Terence A. Oliva, and Joshua A. Greenleaf (1984), " Play being a Consumption Experience: The Functions of Emotions, Performance and Personality inside the Enjoyment of Online games, " Journal of Customer Research, 14 (September), 728-39. and Elizabeth C. Hirschman (1982), " The Experiential Aspects of Ingestion, " Diary of Consumer Research, on the lookout for (September), 132-40. Keon, Steve W. (1983), " Merchandise Positioning: TRINODAL Mapping of Brand Images, Advertising Images, and Consumer Choice, " Log of Marketing Research, 20 (November), 380-92. Kotler, Philip and Sidney L. Levy (1971), " Demarketing, Yes Demarketing, " Harvard Business Review, 49 (NovemberDecember), 74-80. Levitt, Theodore (1960), " MarketingMyopia, " Harvard Business Review, 38 (July-August), 45-56. Garnishment, Sidney J. (1959), " Symbols available, " Harvard Business Assessment, 37 (July-August), 117-24. Lindquist, Jay D. (1974-75), " Meaning and Image, " Journal of Retailing, 40 (Winter), 29-38. Martineau, Pierre (1958), " Social School and Spending Behavior, " Journal of promoting, 22 (October), 121-30. McAlister, Leigh (1979), " Selecting Multiple Items from a product or service Class, " Journal of Consumer Study, 6 (December), 213-24. (1982), " A Dynamic Credit Satiation Type of Variety In search of, " Record of Customer Research, 9 (September), 141-50.

and Edgar Pessemier (1982), " Range Seeking: A great InterdisciplinaryReview, " Journal of Consumer Analysis, 9 (December), 311-22. Midgley, David Farreneheit. (1983), " Patterns of Interpersonal Data Seeking for the Purchase of a Symbolic Merchandise, " Diary of Marketing Analysis, 20 (February), 74-83. Moran, William Capital t. (1973), " Why New items Fail, " Journal of Advertising Analysis, 13 (April), 5-13. Nicosia, Francesco and Robert And. Mayer (1976), " Toward a Sociology of Ingestion, " Record of Buyer Research, three or more (September), 65-75. Olson, Jerry C. (1977), " Value as a great Informational Cue: Effects in Product Assessments, " in Consumer and Industrial Customer Behavior, Mid-foot G. Woodside, Jagdish N. Sheth, and Peter Bennett, eds. Nyc: North-Holland Submitting Company, 267-86. Oxenfeldt, Alfred R. (1966), Executive Action in Marketing. Belmont, CALIFORNIA: Wadsworth Creating Co. and Carroll Swann (1964), Management of the Marketing Function. Belmont, CA: Wadsworth Publishing Company. Reynolds, Thomas J. and Jonathan Gutman (1984), " Advertising because Image Supervision, " Log of Advertising Research, 24 (February-March), 27-38. Rosch, Eleanor (1978), " Principles of Categorization, " in Cognition and Categorization, Eleanor Rosch and Barbara Lloyd, eds. Hillsdale, NJ: Lawrence Erlbaum Associates, 27-48. Sacharow, Stanley (1982), The Package as a Marketing Tool. Radnor, PA: Chilton Books. Shocker, Allan G. and Versus. Srinivasan (1979), " Multiattribute Approaches for Product Concept Evaluation and Generation: A vital Review, " Journal of Marketing Research, of sixteen (May), 159-80. Sirgy, Frederick M. (1982), " Self-Concept in Consumer Behavior: A crucial Review, " Journal of Consumer Exploration, 9 (December), 287-300. Solomon, Michael R. (1983), " The Function of Products since Social Stimuli: A Symbolic Interactionism Perspective, " Record of Consumer Research, twelve (December), 319-29. Trout, Jack port and Ing Ries (1979/81), " Setting: Ten Years Afterwards, " in The Great Writings in Promoting, 2nd education., Harvard A. Thompson, impotence. Tulsa, OKAY: Pennwell Ebooks, 56575. Downtown, Glen D. and Ruben R. Hauser (1980), Design and Promoting of New Goods. Englewood Coves, NJ: PrenticeHall, Inc. Wallendorf, Melanie and Michael M. Reilly (1983), " Ethnic Migration, Assimilation and Consumption, " Journal of Buyer Research, 12 (December), 292-302. White, Irving S. (1959), " The Functions of Advertising in Our Culture, " Journal of promoting, 23 (July), 8-14. Wind flow, Yoram (1973), " A brand new Procedure for Idea Evaluation, " Journal of promoting, 37 (October), 2-11. (1982), Product Insurance plan: Concepts, Methods and Approach. Reading, MUM: Addison-Wesley Submitting Co. Forest, Walter A. (1960), " Psychological Sizes of Customer Decision, " Journal of promoting, 24 (January), 15-19.

Manufacturer / one hundred forty five Management Concept-Image Strategic


Essay upon Eggs within a pan

Essay about Police Complaint Procedure