Brand Touchpoints

Aparna Sundar (Editor)
University of Oregon, Eugene, OR

Series: Marketing and Operations Management Research
BISAC: BUS043010




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Brand touchpoints are used to reinforce the basic premise of branding, which is to distinguish brands from their competitors and remain memorable, ultimately keeping customers resolute in their allegiance. Information related through brand touchpoints increases brand familiarity, contributes to a brand’s value, improves attitudes towards a brand, and in general is essential to maintain an ongoing relationship with consumers. Given the role of brand touchpoints, a look at contemporary issues is warranted. Brand Touchpoints is a collection of chapters by academics, practitioners and designers on the current evolution of brand communication. The book looks at existing issues in the marketplace and ways to influence the branding process. First, the changing role of brand touchpoints is reviewed in terms of the move from physical assets such as stores, trucks, and outdoor billboards to digital applications. A foundational sense of how consumers develop inferences surrounding brand touchpoints is then explored. Following this, prescriptive models for building brands to enhance the effectiveness of brand touchpoints are proposed. Then the ability of tangible touchpoints such as product design, packaging, and other tangible aspects of the brand to inform macro branding is reviewed. A case is made for more research on multisensory aspects of a brand. Chapters in the final section of the book explore brand touchpoints as it influences microtrends of prosocial consumers, children and ardent sports fans. To conclude, novel linkages in brand literature that set up an agenda for future research as it relates to consumer culture is discussed.

The diverse set of chapters in this book offer a well-timed, in-depth summary of the various academic literature and industry phenomenon. Chapters are contributed by leading academic and industry experts.


About the Authors


Part I: The Consumer Brand Interface (pp. 1-2)

Chapter 1. A New Paradigm for Brand Touchpoints (pp. 3-18)
(Dominic Walsh)

Chapter 2. Implications of Consumer Inference Processes for Understanding Branding (pp. 19-42)
(Xiaoqi Han, Susan P. Mantel and Frank R. Kardes)

Chapter 3. Leveraging Brand Touchpoints: A Literature Review and Research Agenda (pp. 43-64)
(Lars Bergkvist and Marc Mazodier)

Part II: New Tools for Managers to Build Brands from the Inside Out (pp. 65-66)

Chapter 4. The Brand Culture Wheel: A Model for Brand Building from the Inside Out (pp. 67-94)
(Chris Allen and Matt Carcieri)

Chapter 5. Using Systematic Creativity Techniques to Create and Maintain Brands (pp. 95-112)
(Drew Boyd)

Part III: Experiencing the Brand (pp. 113-114)

Chapter 6. Multisensory Brand Communications: Capturing the Hearts and Minds of Consumers (pp. 115-140)
(Clarinda Rodrigues)

Chapter 7. Product Branding + Sport Performance Footwear Design: A Model and Case Study of Macro to Micro Brand Marks (pp. 141-158)
(Susan L. Sokolowski)

Chapter 8. Effective Branded Packaging for a Tangible Brand Experience (pp. 159-174)
(Peter Chamberlain and Todd Timney)

Chapter 9. Understanding the Role of Crossmodal Processes in Branding (pp. 175-206)
(Sara Baskentli and Maureen Morrin)

Part IV: Brand Touchpoints in New Markets and Looking Ahead (pp. 207-208)

Chapter 10. Branding Consumer Well-Being and Motivating Prosocial Consumption (pp. 209-228)
(Claudio Alvarez and Remi Trudel)

Chapter 11. Understanding Children and Brand Relationships Online (pp. 229-246)
(Teresa Davis)

Chapter 12. Fostering Connections between Sports Teams and Consumers (pp. 247-272)
(Kathryn R. Mercurio and Frank Veltri)

Chapter 13. The Future of Branding Research (pp. 273-300)
(Douglas R. Ewing)

Index (pp. 301)

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