Strategic Brand Concept-Image Management
提出了品牌概念管理框架，指导企业如何选择、实施和控制品牌形象，通过维持概念与形象的关联来提升市场表现。
Conveying a brand image to a target market is a fundamental marketing activity. The authors present a normative framework, termed brand concept management (BCM), for selecting, implementing, and controlling a brand image over time. The framework consists of a sequential process of selecting, introducing, elaborating, and fortifying a brand concept. The concept guides positioning strategies, and hence the brand image, at each of these stages. The method for maintaining this concept-image linkage depends on whether the brand concept is functional, symbolic, or experiential. Maintaining this linkage should significantly enhance the brand's market performance.