Directions to Choose the most Suitable Brand Management Model

Abstract

The aim of this paper is to consider the brand management model as a tool to help companies create and develop their brands, which is what the main brand management consultants, academics, advertising agencies and research companies have developed in a way to help companies carry out this task. We will first study the main characteristics of a generic brand management model and then analyse eight ones, those being the David Aaker model, the Interbrand model, the Young & Rubicam Group model, the Millward Brown model, the McKinsey model, the Riu & Olle model, the John Grant model and the Manuel Martin one. The analysis of the models reviewed justifies their use based on the maturity level of the companies in relation to the management of their brand. Consequently, several company profiles are distinguished in this paper: from experts in brand management, to companies conditioned by financial decisions, as well as others that must manage different types of meanings associated to the brand, and those who begin a brand management process. To sum up, the practical application of this paper is to help companies choose the brand management model that best fits both their profile and maturity level in the management of their brand.