Brand Strategy Timeline - Concepedia

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brand strategy

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Brand PositioningBrand RepositioningBusiness ExpansionBusiness IntegrationCustomer Feedback

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Consumer-Based Brand Equity Architecture

1984 - 2000

During the period 1984 to 2000, research coalesced around consumer-centric brand equity measurement, linking how brand knowledge and associations translate into differential consumer responses and financial valuation across markets. Brand extensions and portfolio configurations emerged as central motifs, with attention to determinants of extension attitudes, fit, sequential introductions, and spillovers that shape the parent brand and market-entry dynamics. Theories of brand concept-image and positioning, together with a focus on context cues such as price, store environment, country-of-origin salience, and advertising attitudes, guided how brands are built and perceived in diverse settings.

• Consumer-centric brand equity and measurement: frameworks linking brand knowledge to differential consumer responses and to financial valuation, uniting perception with value across consumer marketing.

• Brand extensions as a central research motif: determinants of extension attitudes, fit/typicality, sequential introductions, and dilution/spillover effects on the parent brand.

• Brand concept-image and positioning theory: normative frameworks for building and maintaining brand concepts, with schema-informed perceptions guiding category positioning.

• Portfolio and alliances in brand strategy: effects of brand portfolios on consumer evaluations, spillovers from brand alliances, and market-entry dynamics.

• Contextual influences on brand judgments: recall and perception shaped by context cues, price/brand/store cues, country-of-origin salience, and advertising attitudes.

Popular Keywords

brand management

consumer research

brand development

brand awareness

[1]

Conceptualizing, Measuring, and Managing Customer-Based Brand Equity

1993 • brand awareness, brand building, brand development, brand equity, brand management, consumer research, marketing strategy

[2]

Consumer Evaluations of Brand Extensions

1990 • brand awareness, brand building, brand development, brand equity, brand management, consumer behavior, consumer research

[3]

A Process-Tracing Study of Brand Extension Evaluation

1991 • brand awareness, brand building, brand development, brand equity, brand management, consumer behavior, consumer research

[4]

Diluting Brand Beliefs: When Do Brand Extensions Have a Negative Impact?

1993 • advertising, brand awareness, brand building, brand development, brand equity, brand management, consumer behavior, consumer research

[5]

Strategic Brand Concept-Image Management

1986 • advertising, brand awareness, brand building, brand development, brand equity, brand management, marketing strategy

[6]

Market Share Rewards to Pioneering Brands: An Empirical Analysis and Strategic Implications

1986 • advertising, brand awareness, brand development, brand equity, brand management, business strategy, consumer behavior, consumer research

[7]

The Effects of Sequential Introduction of Brand Extensions

1992 • brand awareness, brand equity, brand management, consumer research

[8]

The Importance of the Brand in Brand Extension

1994 • brand awareness, brand development, brand equity, brand management, consumer behavior, consumer research

[9]

‘Building Strong Brands’

1996 • brand awareness, brand building, brand development, brand equity, brand management

[10]

The Effect of Brand Portfolio Characteristics on Consumer Evaluations of Brand Extensions

1994 • brand awareness, brand building, brand development, brand equity, brand management, consumer behavior, consumer research

[11]

Choices from Sets Including Remembered Brands: Use of Recalled Attributes and Prior Overall Evaluations

1988 • advertising, brand awareness, brand building, brand development, brand equity, brand management, consumer behavior, consumer research

[12]

MANAGING BRAND EQUITY

1989 • brand awareness, brand development, brand equity, brand management, business strategy

[13]

The Measurement and Determinants of Brand Equity: A Financial Approach

1993 • advertising, brand awareness, brand development, brand equity, brand management, business strategy, consumer research

[14]

An Experiment on the Salience of Country-of-Origin in the Era of Global Brands

1993 • advertising, brand awareness, brand development, brand equity, brand management, consumer research, marketing strategy

[15]

Does Attitude toward the Ad Affect Brand Attitude under a Brand Evaluation Set?

1985 • advertising, brand awareness, brand building, brand development, brand equity, brand management, consumer behavior, consumer research

[16]

The Effects of Brand Positioning Strategies on Consumers’ Brand and Category Perceptions: Some Insights from Schema Research

1989 • advertising, brand awareness, brand development, brand equity, brand management, consumer behavior, consumer research

[17]

Effects of Context and Part-Category Cues on Recall of Competing Brands

1985 • advertising, brand awareness, brand development, brand equity, brand management, consumer behavior, consumer research

[18]

Managing Brand Equity: Capitalizing on the Value of a Brand Name

1992 • brand awareness, brand development, brand equity, brand management, business strategy

[19]

Is a Company Known by the Company it Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes

1998 • brand awareness, brand building, brand development, brand equity, brand management, consumer behavior, consumer research

[20]

The Effect of Price, Brand Name, and Store Name on Buyers’ Perceptions of Product Quality: An Integrative Review

1989 • brand awareness, brand building, brand development, brand equity, brand management, consumer behavior, consumer research

Integrated Brand Governance

2001 - 2007

Service-Dominant Branding

2008 - 2014

Integrated Brand Equity Framework

2015 - 2017

Authenticity-Driven Branding

2018 - 2024