Validity of brand constellations
Athens : [S.n.]
InAbstracts, pp. 120
35th Emac Conference, 23 mei 2006
Article in monograph or in proceedings
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Relatiemanagement - t/m 2007
Organisatieontwikkeling - t/m 2007
SubjectPARTicipation and New Employment Relations; Relationship Management
The machine metaphor and the organism metaphor are useful systems metaphors to identify branding problems. However, these metaphors are verbal, while most of the knowledge that brand decision makers have of their brand is implicit. The branding constellation technique is an innovative non-verbal systems metaphor that might bridge this branding problem identification gap. Explorative research revealed its face validity: brand decision makers generated many new, important, actionable ideas to tackle their branding problem; besides, they consider the technique to have enhanced their brand systems thinking; and finally, they regard their branding problem clarified. This was confirmed by observing marketing experts.
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