Skip to main content
SpringerLink
Log in

Managing the Franchised Brand: The Franchisees’ Perspective

  • Chapter
Advances in Corporate Branding

Part of the book series: Journal of Brand Management: Advanced Collections ((JBMAC))

  • 2084 Accesses

Abstract

Brands and their management have become a focal point of marketing practice and academic study in recent years. There has been a great deal of controversy and discussion regarding what brands are, what they do, how they can be valued and how they should be managed.1,2,3 As observers such as Tom Peters4 admonish one to ‘Brand, Brand, Brand!’, some corporations are questioning the wisdom of entrusting what may be their most critical assets to anyone but senior managers.5 The future of brands has been questioned by some authors,6,7 but others have sought to reaffirm their centrality,8–10 implicitly asking, ‘What is the point of marketing without brands?’ Managers are admonished in an astonishing range of articles and popular texts to manage brands, yet most of these exhortations focus on important, but relatively isolated, aspects of overall brand management.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
eBook
USD 16.99
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 119.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD 169.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  1. Keller, K. L. (2000) ‘The brand report card’, Harvard Business Review, January–February, pp. 3–10.

    Google Scholar 

  2. Low, G. S. and Fullerton, R. A. (1994) ‘Brands, brand management and the brand manager system: A critical-historical evaluation’, Journal of Marketing Research, Vol. 31, No. May, pp. 173–190.

    Article  Google Scholar 

  3. Shocker, A. D., Rajendra, K. S. and Ruekert, R. W. (1994) ‘Challenges and opportunities facing brand management: An introduction to the special issue’, Journal of Marketing Research, Vol. 31, May, pp. 149–158.

    Article  Google Scholar 

  4. Peters, T. J. (1994) ‘The Brand You50 (Reinventing Work): Fifty Ways to Transform Yourself from an “Employee” into a Brand that shouts Distinction, Commitment’, Knopf Alfred, New York, NY.

    Google Scholar 

  5. The Economist (1994) ‘Death of the brand manager’, The Economist, 9th April, pp. 67–68.

    Google Scholar 

  6. Sellers, R. (1993) ‘Brands: It’s thrive or die’, Fortune, 23rd August, pp. 32–36.

    Google Scholar 

  7. Berthon, P., Hulbert, J. M. and Pitt, L. F. (1999) ‘Brand management prognostications’, Sloan Management Review, Vol. 40, No. 2, pp. 53–65.

    Google Scholar 

  8. Doyle, P. (1990) ‘Building successful brands: The strategic options’, The Journal of Consumer Marketing, Vol. 7, No. 2, pp. 5–20.

    Article  Google Scholar 

  9. Ambler, T. (1996) ‘The case for branding’, London Business School Working Paper, Stage 1 Report for CIM, October.

    Google Scholar 

  10. Morris, B. (1996) ‘The brand’s the thing’, Fortune, 4th March, pp. 28–38.

    Google Scholar 

  11. Aaker, D. A. (1997) ‘Should you take your brand to where the action is?’, Harvard Business Review, Vol. 75, No. 5, pp. 135–143.

    Google Scholar 

  12. Aaker, D. A. and Joachimsthaler, E. (2000) ‘Brand Leadership’, The Free Press, New York, NY.

    Google Scholar 

  13. Keller, K. L. and Aaker, D. (1992) ‘The effects of sequential introduction of brand extensions’, Journal of Marketing Research, Vol. 29, February, pp. 35–50.

    Article  Google Scholar 

  14. Schultz, D. and Barnes, B. E. (1999) ‘Strategic Brand Communication Campaigns’, NTC Business Books, Chicago, IL.

    Google Scholar 

  15. Yoo, B. and Donthu, N. (2001) ‘Developing and validating a multidimensional consumer-based brand equity scale’, Journal of Business Research, Vol. 52, pp. 1–14.

    Article  Google Scholar 

  16. Keller, ref. 1 above.

    Google Scholar 

  17. Berthon et al., ref. 7 above.

    Google Scholar 

  18. Keller, K. L. (1998) ‘Strategic Brand Management: Building, Measuring and Managing Brand Equity’, Prentice Hall, Upper Saddle River, NJ.

    Google Scholar 

  19. Ibid.

    Google Scholar 

  20. Berthon et al., ref. 7 above.

    Google Scholar 

  21. Keller, ref. 18 above.

    Google Scholar 

  22. Richards, I., Foster, D. and Morgan, R. (1998) ‘Brand knowledge management: Growing brand equity’, Journal of Knowledge Management, Vol. 2, No. 1, pp. 47–54.

    Article  Google Scholar 

  23. Harvey, M., Roth, J. T. and Lucas, L. A. (1998) ‘The trade dress controversy: A case of strategic cross-brand cannibalization’, Journal of Marketing Theory and Practice, Vol. 6, No. 2, pp. 1–15.

    Article  Google Scholar 

  24. Berthon et ah, ref. 7 above.

    Google Scholar 

  25. Richards et ah, ref. 22 above.

    Google Scholar 

  26. Harvey et ah, ref. 23 above.

    Google Scholar 

  27. Park, C. W., Jaworski, B. J. and MacInnis, D. J. (1986) ‘Strategic brand concept-image management’, Journal of Marketing, Vol. 50, October, pp. 135–145.

    Article  Google Scholar 

  28. Keller, ref. 18 above.

    Google Scholar 

  29. Kaplerer, J.-N. (1992) ‘Strategic Brand Management’, Kogan Page, London.

    Google Scholar 

  30. Boulding, W., Lee, E. and Staelin, R. (1994) ‘Mastering the mix: Do advertising, promotion and sales force activities lead to differentiation?’, Journal of Marketing Research, Vol. 31, May, pp. 159–172.

    Article  Google Scholar 

  31. Doyle, P. (1990) ‘Building successful brands: The strategic options’, The Journal of Consumer Marketing, Vol. 7, No. 2, pp. 5–20.

    Article  Google Scholar 

  32. Aaker and Joachimsthaler, ref. 12 above.

    Google Scholar 

  33. Richards et al., ref. 22 above.

    Google Scholar 

  34. Harris, F. and de Chernatony L. (2001) ‘Corporate branding and corporate brand performance’, European Journal of Marketing, Vol. 35, Nos 3/4, pp. 441–456.

    Article  Google Scholar 

  35. Aaker and Joachimsthaler, ref. 12 above.

    Google Scholar 

  36. Fournier, S. (1998) ‘Consumers and their brands: Developing relationship theory in consumer research’, Journal of Consumer Research, Vol. 24, March, pp. 343–373.

    Article  Google Scholar 

  37. Kaplerer, ref. 29 above.

    Google Scholar 

  38. Aaker and Joachimsthaler, ref. 12 above.

    Google Scholar 

  39. Berthon et al., ref. 7 above.

    Google Scholar 

  40. Aaker and Joachimsthaler, ref. 12 above.

    Google Scholar 

  41. Ibid.

    Google Scholar 

  42. Leder, C. and Hill, S. (2001) ‘See your brands through your customers’ eyes’, Harvard Business Review, June, pp. 3–11.

    Google Scholar 

  43. Aaker and Joachimsthaler, ref. 12 above.

    Google Scholar 

  44. Leder and Hill, ref. 42 above.

    Google Scholar 

  45. Gardner, B. and Levy, S. J. (1955) ‘The product and the brand’, Harvard Business Review, Vol. 33, March–April, pp. 33–39.

    Google Scholar 

  46. Shocker, A. D. and Srinivasan, V. (1979) ‘Multiattribute approaches for product concept evaluation and generation: A critical review’, Journal of Marketing Research, Vol. 16, May, pp. 159–180.

    Article  Google Scholar 

  47. Keller, ref. 1 above.

    Google Scholar 

  48. Boulding et al., ref. 30 above.

    Google Scholar 

  49. Keller, ref. 1 above.

    Google Scholar 

  50. Ibid.

    Google Scholar 

  51. Coughlan, A. T., Anderson, E., Stern, L. W. and El-Ansari, A. I. (2001) ‘Marketing Channels’, 6th edn, Prentice-Hall, Englewood Cliffs, NJ.

    Google Scholar 

  52. Keller, ref. 1 above.

    Google Scholar 

  53. Ibid.

    Google Scholar 

  54. Ibid.

    Google Scholar 

  55. Ibid.

    Google Scholar 

  56. Ibid.

    Google Scholar 

  57. Ibid.

    Google Scholar 

Download references

Authors
  1. Leyland Pitt
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Julie Napoli
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Rian Van Der Merwe
    View author publications

    You can also search for this author in PubMed Google Scholar

Editor information

Editors and Affiliations

  1. Brunel University London, UK

    John M. T. Balmer

  2. University of Wollongong, Australia

    Shaun M. Powell

  3. Center of Competence for Brand Management, Switzerland

    Joachim Kernstock

  4. WHU - Otto Beisheim School of Management, Germany

    Tim Oliver Brexendorf

Copyright information

© 2017 The Editor(s)

About this chapter

Cite this chapter

Pitt, L., Napoli, J., Van Der Merwe, R. (2017). Managing the Franchised Brand: The Franchisees’ Perspective. In: Balmer, J.M.T., Powell, S.M., Kernstock, J., Brexendorf, T.O. (eds) Advances in Corporate Branding. Journal of Brand Management: Advanced Collections. Palgrave Macmillan, London. https://doi.org/10.1057/978-1-352-00008-5_4

Download citation

Publish with us

Policies and ethics

Search

Navigation