La gestione strategica dell’architettura di marca nei settori convergenti technology driven

Abstract

The majority of consumers do not have a sufficient knowledge and expertise about technology driven product offerings, a fortiori if they are convergent. Consequently, consumers perceive them as too complex (cognitive gap), do not recognize their value and, at last, do not buy them. In order to let people overcome this cognitive gap, firms develop marketing communication as well as brand architecture strategies. The purpose of the paper is to find out the most effective brand architecture strategy that minimizes consumers’ cognitive gap about technology driven and convergent product offerings. Due to the distinct lack of previous studies on the topic, this paper has an explorative approach fulfilled by a theoretical analysis. The Authors state that the most effective brand architecture strategy is a corporate brand strategy with a strong relational brand concept having a driver role in consumers behaviour.