This paper analyzes an article authored by Bill Merrilees' entitled 'Radical Brand Evolution: A Case-Based Framework' in the 2005 "Journal of Advertising Research".
Written in 2007; 1,090 words; 2 sources; MLA; $ 38.95
Paper Summary:
This paper explains that Bill Merrilees' writes in his article 'Radical Brand Evolution: A Case-Based Framework' in the 2005 "Journal of Advertising Research" that brand evolution entails the gradual transformation of the identifying symbol of a corporation via external and internal stimulus. The author points out that the writer concludes that brand revitalization can only occur if the development and protection of the brand is made a part of the coordinating elements of a marketing strategy geared towards appealing to target consumers. The paper relates that Merrilees devotes the bulk of his article to the application of brand orientation to the Canadian retailer Canadian Tire, who was compelled to revitalize its corporate brand in the face of new business pressures from the low prices of Wal-Mart and the excellent customer service of Home Depot.
From the Paper:
"Merrilees then favorably invokes the six-step model of brand evolution designed by McEnally and de Chernatony whereby organizations evolve from offering unbranded goods to offering, in order, "brands as reference," "brands as personality," brands as icon(s)," "brands as company," to - finally - "brands as policy". Periodically, of course, brands must be "revitalized" if they are to maintain the interest of key consumers and/or if they are to capture new consumers in periods of intense sectoral competition."
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