Brand Attachment and Management of a Strategic Brand Exemplar

HANDBOOK OF BRAND AND EXPERIENCE MANAGEMENT, Bernd H. Schmitt, ed., Elgar Publishing, 2007

36 Pages Posted: 8 Feb 2007

See all articles by C.W. Park

C.W. Park

University of Southern California - Marshall School of Business

Deborah J. MacInnis

University of Southern California - Marketing Department

Joseph R. Priester

University of Southern California - Marshall School of Business

Abstract

This chapter examines three key issues in developing and establishing strong brand relationships with its customers. The first issue addresses the concept of attachment as a distinctive higher order construct that bears critical implications for the enhancement of brand equity. The second key issue addresses how a brand may be able to create a meaningful personal connection with its customers in order to create and establish brand attachment. Here, three different brand-self associations are introduced. The third and final issue addresses the importance of the strategic brand exemplar as the most fundamental tool that offers a firm valuable opportunity for the brand's sustainable competitive advantages and growth. The essential requirement for this opportunity to be realized is the firm's strategic choice of a brand's exemplar and the carefully executed strategy to manage the exemplar over time so as to nurture and accumulate its effects.

Keywords: brand attachment, strategic brand exemplar

Suggested Citation

Park, Choong Whan and MacInnis, Deborah J. and Priester, Joseph R., Brand Attachment and Management of a Strategic Brand Exemplar. HANDBOOK OF BRAND AND EXPERIENCE MANAGEMENT, Bernd H. Schmitt, ed., Elgar Publishing, 2007, Available at SSRN: https://ssrn.com/abstract=961467

Choong Whan Park (Contact Author)

University of Southern California - Marshall School of Business ( email )

701 Exposition Blvd
Los Angeles, CA California 90089
United States

Deborah J. MacInnis

University of Southern California - Marketing Department ( email )

Hoffman Hall 701
Los Angeles, CA 90089-1427
United States

Joseph R. Priester

University of Southern California - Marshall School of Business ( email )

701 Exposition Blvd
Los Angeles, CA California 90089
United States

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