Brand management.
Sara Panter,
Ashbridge, Virtural Learning.

Successful brand management in SMEs: a new theory and practical hints.
Frank B.G.J.M. Krake,
Journal of Product & Brand Management,
Jun 2005 Volume: 14 Issue: 4 Page: 228 - 238.
Abstract: Brand management in small to medium-sized enterprises (SMEs) is an area of study in its infancy. Although considerable literature has been published about brand management in general, all theory and case studies are based only on multinationals. The paper shows the reader what the role of brand management in SMEs is and all the variables that influence it. It also presents a new model for brand development in SMEs, one that highlights the importance of the internal role of brand management in such an organization. An important finding is that passion for the brand throughout the company is a very important factor, initiated by an active role of the entrepreneur him/herself to achieving brand recognition. It does not cost anything and the impact appeared to be significant. Of course creativity is indispensable in this process.

Rethinking brand management: the role of “brand chartering”.
Chris Macrae, Mark David Uncles,
Journal of Product & Brand Management,
Feb 1997 Volume: 6 Issue: 1 Page: 64 - 77.
Abstract: Brand managers face many challenges (including questions of brand strength, world-class culture, “glocal” branding, seeded marketing channels, “service smart” integration, brand architecture and brand organizing). A framework is presented for thinking about the challenges and how to deal with them. This process, called “brand chartering”, has three principal elements: creating and communicating the brand, managing the brand organization, and directing and structuring the brand. Illustrates how this framework is of help in management practice and shows how it can be used as a stool for organizational learning.

Positive brand extension trial and choice of parent brand.
Kuang-Jung Chen, Chu-Mei Liu,
Journal of Product & Brand Management,
Jan 2004 Volume: 13 Issue: 1 Page: 25 - 36.
Abstract: This article focuses on the possible relationship between the parent brand and a new brand extension. In particular, the study focuses on the impact of a parent brand on the trial of the extension and the reciprocal effect of a successful trial of new brand extensions positioned horizontally and vertically on the parent brand. Results show positive influence of the parent brand on the trial of the extension. Successful trial also helped the parent brand on a reciprocal basis, particularly among the non-loyal users and non-users of the parent brand. Another finding is the moderating effect of category positioning on the magnitude of the reciprocal effect of the brand extension on the parent brand. There is also an indication that prior parent brand experience acts as a moderator of reciprocal effects.

Brand management and the challenge of authenticity.
Michael Beverland,
Journal of Product & Brand Management,
2005 Volume: 14 Issue: 7 Page: 460 - 461.
Abstract: Authenticity requires brand managers to downplay their overt marketing prowess and instead locate their brands within communities and sub-cultures. Brands should become members of communities and appeal to more timeless values, while also delivering to members' needs. The purpose of this article is to provide an overview of the challenges that the widespread desire for authenticity presents for brand managers.

The measurement and dimensionality of brand associations.
George S. Low, Charles W. Lamb Jr,
Journal of Product & Brand Management,
Nov 2000 Volume: 9 Issue: 6 Page: 350 - 370.
Abstract: The purpose of the research reported here was to test empirically a conceptualization of brand associations that consists of three dimensions: brand image, brand attitude and perceived quality. A better understanding of brand associations is needed to facilitate further theoretical development and practical measurement of the construct. Three studies were conducted to: test a protocol for developing product category specific measures of brand image; investigate the dimensionality of the brand associations construct; and explore whether the degree of dimensionality of brand associations varies depending upon a brand’s familiarity. Findings confirm the efficacy of the brand image protocol and indicate that brand associations differ across brands and product categories. The latter finding supports the conclusion that brand associations for different products should be measured using different items. As predicted, dimensionality of brand associations was found to be influenced by brand familiarity.