Chapters 1,2,3

Question 1

Eight brand approaches

Answer 1

Economic approach
identity approach
consumer-based approach
personality approach
relational approach
community approach
cultural approach
Sensory approach

Question 2

Two brand management paradigms

Answer 2

Positive stance paradigm
Interpretative paradigm

Question 3

Positive stance

Answer 3

Implies a notion of the brand being ‘owned’ by the marketer, who controls the communication to a passive recipient/consumer

Question 4

Interpretative paradigm

Answer 4

Reflects on the nature of the brand and the value of brand equity as something created in the interaction between marketer and active consumer

Question 5

4 periods of time and the 8 brand approaches

Answer 5

1. Company/sender focus. (1985-1992): brand management (BM) focused on the company behind the brand and the actions the company would take to influence consumers
   - economic & identity approaches
2. Human/receiver focus (1993-1999): receiver of brand communications is the main point of interest and BM adopts a human perspective on nature of brand
   - consumer-based- & personality approaches
3. Cultural/context focus (Around 2000): contextual and cultural forces begins consumption choices and brand loyalty are investigated
   - relational, community, cultural approaches
4. Biological focus (from 2015): sheds light on sensory experiences of any brand
   - sensory approach