Since I reject a derivation of the goals of brand strategies according to the brand functions due to the more superficial view, a derivation of the goals is done via brand theories.
Brand theories as a basis for the formulation of the objectives of brand strategies
Brand theories are considered general statements for the analysis and explanation of brands. Knowledge of their contents is elementary for brand identity as the basis for brand positioning as well as for brand strategies and for the implementation of the chosen strategy alternative. This applies in particular to the findings of behavioural science theories.[1] The following figure shows an overview of brand theories from the various perspectives with their respective approaches or aspects and the models mentioned as examples or their thematic focus.[2]
Behavioural science theories attempt to explain and empirically test the actual behaviour of people or consumers. The psychological aspect is provided, for example, by the Elaboration-Likehood Model (ELM)[1]. From a sociological point of view, Baumgarth cites the sinus milieu approach, which classifies human behaviour according to social class and its basic orientation into social milieus or groups of like-minded people.[2] The reference group model according to Bearden and Etzel stands for the socio-psychological view, as it describes the influence of other people on individuals.[3] The modern neuro-economic approach aims at cortical relief and emotionalisation and is essentially concerned with the structure and functions of the nervous systems, especially the brain.[4]
Target pyramid and target system for deriving the targets
Both Sattler and Völckner[1] and Esch[2] see the development and increase of brand equity as the central objective of brand policy, which, from the point of view of behavioural science, “can be understood as the result of the different reactions of consumers to marketing measures of a brand compared to identical measures of a fictitious brand on the basis of specific brand ideas stored in the memory”[3] and thus builds on the findings of the corresponding theory. The evaluation as a central target value is based on the fact that the brand generates effects with consumers in terms of higher sales volumes and/or greater scope for pricing policy and that, consequently, higher turnover can be achieved, which allows the economic goals on the one hand and the overriding goals or the global goal of a company on the other hand to be achieved, as shown in the following target pyramid:[4]
The above-mentioned definition and the target pyramid show that economic goals can only be achieved indirectly, so that behavioural science goals must first be realised. Their target values and interdependencies form the target system of brand policy as the following figure shows:[11]
In the illustration the brand equity is clearly visible as the central target value.
At this point only the “brand awareness” and the “brand image” are explained in more detail.
The brand image is seen as an external image, the image of a brand from the point of view of the consumers or their perception.[1] The counterpart to the brand image is the brand identity as a so-called self-image, which a brand is supposed to stand for, from the point of view of the owners, managers and employees of the company concerned.[2][3] Thus it becomes clear that the implementation of the objectives must be directed inwards in relation to the self-image and outwards in relation to the external image.
I would be happy to send you further details, in particular on the implementation of the brand strategy goals, on request.
[1] Cf. Baumgarth (2014), p. 46
[2] See Baumgarth (2014), pp. 41-84
[3] See Petty / Cacioppo (1986a), in: Baumgarth (2014), pp. 47-49
[4] Cf. sinus (2010b), in: Baumgarth (2014), pp. 49-50
[5] See Bearden / Etzel (1982), pp. 183-194, in: Baumgarth (2014), pp. 51-52
[6] See Baumgarth (2014), pp. 52-55
[7] Cf. Sattler / Völckner (2013), p. 22
[8] Esch (2014), pp. 55 and 71
[9] Keller (1993), p. 13, in: Esch / Geus (2005), in: Esch (2005/ed.), Volume 2, p. 1266
[10] Esch (2014), p. 54
[11] See Esch et al. (2002), p. 475, in: Esch (2014), p. 71
[12] See Esch (2014), p. 79
[13] See Burmann / Meffert (2005), p. 49
[14] See Radtke (2014)
I will be happy to send you the detailed bibliography on request.
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