Journal of Product & Brand Management: Volume 6 Issue 2

Perceptions of generic products: a macro and micro view

Gerard P. Prendergast, Norman E. Marr

Branding has traditionally been viewed as an essential tool for marketers to establish an identity for their products. Even products among the commodity range make use of branding…

Corporate reputation: concept and measurement

Albert Caruana

Corporate reputation is formed by the firm’s various publics on the basis of information and experience. Different publics consider different informational cues. Focusses on the…

Reinventing the brand: bridging the gap between customer and brand value

Stan Maklan, Simon Knox

Outlines a new approach for managing brands that brings the process into line with recent advances in the management of flatter, customer‐facing organizations. Argues that the…

A data‐driven modeling approach to product level decision support

Giles D’Souza, Arthur Allaway

The marriage of new scanner‐type data sources and new computing and analysis methods is allowing a new approach to the development and use of models for decision support and…