The dyadic brand : a systematic enquiry to explore the confusion embedded in brand literature, and to inform the development of a simpler brand model that clarifies the roles of the consumer and custodian

Abstract

The battle of the brands is being waged in an ever increasingly competitive and global business environment, a battle which generates the largest body of academic and professional literature in the field of marketing communication. Although much of the ground has been repeatedly ploughed, the literature conveys an impression that the "Brand" is perceived to lack clarity and agreement on its definition, strategic deployment and evaluation measures and that the overall concept of the brand is fraught with complexity and confusion. This thesis attempts to categorize and frame these impressions using content analysis to systematically unpack and analyze the layers of meaning embedded in the literature. The output from this study will inform the development of a simplified brand schema representing both sides of the brand equation, consumer and manager, recognition of which holds significant implications for the custodial guidance of this most vital business asset.

Date of Award	2007
Original language	English
Supervisor	Elisabeth Patz (Supervisor), Warwick Blood (Supervisor) & Belinda MORRISSEY (Supervisor)