The battle of the brands is being waged in an ever increasingly competitive and
global business environment, a battle which generates the largest body of academic and
professional literature in the field of marketing communication. Although much of the
ground has been repeatedly ploughed, the literature conveys an impression that the
"Brand" is perceived to lack clarity and agreement on its definition, strategic deployment
and evaluation measures and that the overall concept of the brand is fraught with
complexity and confusion. This thesis attempts to categorize and frame these impressions
using content analysis to systematically unpack and analyze the layers of meaning
embedded in the literature. The output from this study will inform the development of a
simplified brand schema representing both sides of the brand equation, consumer and
manager, recognition of which holds significant implications for the custodial guidance
of this most vital business asset.
| Identifer | oai:union.ndltd.org:ADTP/219597 |
| Date | January 2007 |
| Creators | Buddle, Richard, n/a |
| Publisher | University of Canberra. School of Professional Communication |
| Source Sets | Australiasian Digital Theses Program |
| Language | English |
| Detected Language | English |
| Rights | ), Copyright Richard Buddle |
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