Brand Management Strategy for Korean ... - Brunel University

practical, emotional or self-expressive potential of the product. Aaker (1996) proposes a
vision of brand identity as being embodied by four elements; product dimensions,
organisational attributes, personality and relationship attributes, and symbolic
dimensions.
In order to achieve success in its aims, a brand must develop an identity which resonates
with consumers, enables a customer to distinguish the brand from its competitors, and is
descriptive of the capabilities and objectives of the product or company it represents
(Aaker and Joachimsthaler, 2000). The responsibility of brand managers in ensuring the
brand succeeds is to plan, nurture, support, and protect the brand (Knapp, 2000).
Essential in building a successful brand is appreciating how best to develop a brand that
effectively speaks to the identity of the product or service it represents (Aaker, 1996). A
brand should project relevant, long-lasting, believable benefits of the product or service
(Ward et al., 1999). Brands that are able to portray this kind of cohesive gain advantage
in the market and add value to the products and services they represent in the form of a
price premium (Schmitt and Simonson, 1997).
Particularly when brands encounter aggressive competition in the marketplace, a strong
and attractive image and reputation can differentiate a brand from that competition. The
result of this is to generate consumer loyalty, leading to growth and strengthening of the
brand. One way of promoting a strong brand identity is by linking the attributes of the
brand to a method of communicating these attributes in a way that complements the
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