Brand origin: conceptualization

crowded supermarket shelves and the spiralling costs of introducing new

brands – up to $80 million in some categories (Tauber, 1988) – have

underscored for most firms the importance of established brands. Brands

have become highly valued assets as evidenced by the sale of Kraft for $13

billion or over 600 per cent of book value (Aaker, 1990), leading to renewed

attempts to understand the function they perform for consumers. It is

conjectured that brands add value to consumer goods by supplying meaning

(McCracken, 1993), and this appears to be borne out by a recent study which

found that consumers throughout the world saw less differentiation between

products which advertised using performance appeals than those that used

image appeals (BBDO Worldwide, 1988).

Several aspects of consumers’ reactions to brands that may contribute to

brand equity have been identified, including brand image, brand personality,

brand affinity, brand relationships, brand charisma, brand attitude, and the

like, but there is no generally accepted model relating these constructs to

Some topics in this essay:
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