Brand management models of major consulting firms, advertising agencies and market research companies: A categorisation and positioning analysis of models offered in Germany, Switzerland and Austria

摘要

Based on a quantitative analysis of 48 brand management models (BMMs) offered by the most important commercial strategy consulting {lrms, advertising agencies and market research companies in Germany, Austria and Switzerland, this paper identi{les six types of BMMs that differ in their area of focus and application. This categorisation gives brand strategists an overview of the BMMs available and well-structured guidance in selecting the right BMM. The results demonstrate that despite the large number of commercial BMMs, there are still gaps in the market particularly regarding timely toPics such as brand extensions and co-branding, brand architecture and brand.portfolio management as well as global brand management Commercial suppliers rarely offer BMMs on these more recent ideas.