Editorial

Citation

Leventhal, R.C. (2007), "Editorial", Journal of Product & Brand Management, Vol. 16 No. 3. https://doi.org/10.1108/jpbm.2007.09616caa.001

Editorial

Whoever said that being able to brand a product/service was easy? Yes, several years ago when the marketplace was more localized and competition wasn’t as intense, the consumer was not constantly being challenged to select from a litany of brands that was meant to be overwhelming. Today, with the advent of globalization, the sophistication of the marketing messages that are being sent, the constantly changing dynamics/importance of the family structure, and the methods by which the marketing communications are being transmitted, marketers are faced with an ever-increasing complexity of what it means to be a brand leader. The future can only get more complex.

Vrontis and Papasolomou examine the importance of branding in the Cyprus wine industry. The authors examined consumers’ perceptions about Cyprus wine and identified the problems and major challenges evident in the industry. Based on their findings, the authors recommend new ways for development and market penetration of this industry that would enable marketers to build their brand and improve their marketing practices in an increasingly competitive environment.

McEachern, Schroder, Willock, Whitlock and Mason explore ethical purchasing behaviors and attitudes relating to the Royal Society for the Prevention of Cruelty to Animals (RSPCA) and their brand extension “Freedom Food”. The RSPCA’s brand extension has been successful in terms of the positive association value between the parent brand and the extended brand. The authors further investigate what opportunities may exist and discuss them.

Drinkwater and Uncles examine how broadcaster brand images are affected by programming decisions. Their results show that perceptions of program brand success (failure) have an enhancement (dilution) effect on broadcast brand image. Program familiarity intensifies these effects. The authors also show that congruity (incongruity) of program brand images produces enhancement (dilution) effects on broadcaster brand image.

Bravo, Fraj and Martinez analyze the role played by the family on consumer-based brand equity. The authors report that positive brand information provided by the family has effects on the formation of brand-awareness associations and perceived quality, and this may lead, in turn, to brand loyalty and overall brand equity. Results also show that brand loyalty is much closer to the concept of overall brand equity than brand-awareness associations and perceived quality.

In this issue you will also find our Book review section, as well as our Pricing strategy and practice section.

Richard C. Leventhal