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Talk the talk, walk the walk : the relationship between brand management and brand promise delivery

Lenderink, Wieke (2016) Talk the talk, walk the walk : the relationship between brand management and brand promise delivery.

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Abstract:Strong brands are defined by their ability to deliver their brand promise. In order to do so, brand management must orchestrate the organisation to ensure consistency in the vision of the organisation and its stakeholders. This study aims to identify the relationship between brand management and brand promise delivery. Two separate quantitative studies were performed to map the level of brand management of organisations and their brand promise delivery. Study 1 revealed that organisations could be categorized into sceptics, beginners, advanced and experts level of brand management. Sceptics have the least developed brand management and expert have aligned the brand throughout the entire organisation. Study 2 revealed the extent to which each organisation was delivering their brand promise. Combining the results of both studies revealed that of the various levels of brand management, beginners have the lowest brand promise delivery and experts are the best in delivering their brand promise. The study also revealed the influence of brand management as whole is greater than implementing separate constructs as certain facets on their own have a negative influence on external brand promise delivery. It is therefore recommended that organisations focus on each aspect of brand management and not solely focus on one or two facets in order to improve brand promise delivery.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/71573
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