Brand management models of major consulting firms, advertising agencies and market research companies

a categorisation and positioning analysis of models offered in Germany, Switzerland and Austria

Anita Zednik, Andreas Strebinger

Research output: Contribution to journalArticle

Abstract

Based on a quantitative analysis of 48 brand management models (BMMs) offered by the most important commercial strategy consulting firms, advertising agencies and market research companies in Germany, Austria and Switzerland, this paper identifies six types of BMMs that differ in their area of focus and application. This categorisation gives brand strategists an overview of the BMMs available and well-structured guidance in selecting the right BMM. The results demonstrate that despite the large number of commercial BMMs, there are still gaps in the market particularly regarding timely topics such as brand extensions and co-branding, brand architecture and brand-portfolio management as well as global brand management. Commercial suppliers rarely offer BMMs on these more recent ideas.
Original languageEnglish
Pages (from-to)301-311
Number of pages11
JournalJournal of Brand Management
Volume15
Issue number5
DOIs
Publication statusPublished - 2008

Keywords

  • agencies
  • brand management models
  • consultancies
  • market research companies
  • positioning
  • segmentation

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