STRATEGIC BRAND CONCEPT-IMAGE MANAGEMENT

An article written by C. Whan Park, Bernard J. Jaworski, Deborah J. MacInnis. Published in Journal of
Marketing, Vol. 50, October 1986.

The authors of this article try to introduce a new term called brand concept
management, with the purpose of controlling the evolution of a brand image over time.
A brands market performance is greatly influenced by its image management over
time, making it stand out from the competition. Although there is a very important
relationship between the brand image and its performance, it hasnt been considered fully.
This article sets out to provide a long-term framework for managing the image over time.
This framework is named Brand concept management(BCM), and is defined as the
planning, implementation and control of a brand concept during the life of a specific brand.
The brand concept (a general meaning associated with the brand) derives from basic
consumer needs (which can be functional, symbolic and experiential). After the initial
selection, the concept will be managed over three stages: introduction, elaboration and
fortification.
The selection of a concept is mainly influenced by consumer needs. Functional needs
are in search for products that solve consumption-related problems (e.g solve a current
problem or prevent a potential problem). The brand with a functional concept is designed to
solve externally generated consumption needs. (e.g a brand that produces vacuum cleaners)
Symbolic needs are desires for products that fulfill internally generated needs. A brand with a
symbolic concept is one designed to associate the individual with a desired group, role or
self-image. (e.g a brand that produces cars). Experiential needs are desires for products that
provide sensory pleasure and/or cognitive stimulation (e.g a brand that produces food). Any
product can be theoretically associated with a functional, symbolic or experiential image. It
is possible to develop a brand image with a mixture of two or more concepts, although a
brand with multiple concepts will be harder to manage because it will compete against more
brands and can be less effective in making consumers identify the brands basic meaning.
Once the needs-based concept is determined, it will guide positioning decisions. The concept
remains constant over the life of the brand, while the brands position may change with
market conditions.
The brand concept management has three-stage process: the introductory stage: In this
process, the firm considers how to operationalize the concept using elements of the
marketing mix. As markets and needs change, elaborating the brand concept becomes

important; the elaboration stage: Through positioning strategies, the brands image can
develop a more valued image, becoming insulated from competition; the fortification stage:
The image can be reinforced in this step by extending it to new, complementary products.
By adopting the brand concept management framework, the long-term viability of a
brand in the market will be enhanced, but this doesnt mean that every properly managed
brand will have an indefinite life, as the concept can cease to be valued by target customers.
For example, a brand of jeans that has been associated with a functional concept may have a
problem when customer preference change from functional to symbolic (e.g., designer
jeans).
If the value of a brand concept changes, the firm has two options: repositioning the brand,
which is a formidable task or removing the brand from the market and introducing a new one
whose concept is consistent with market trends.
We can see the example of Barbie Brand that appeared to follow a fortification
strategy with the introduction of Barbie Magazine and Barbie Game.As products and
services become more difficult to differentiate, branding that cultivates a strong, trusted
image can help build a larger, more loyal customer base.