Title: Strategies for architecting power brands: a market oriented outlook

Authors: Lucía Fernández Reyes; Rajagopal

Addresses: Department of Studies in Management Sciences, EGADE Business School, Tecnológico de Monterrey, Calle del Puente #222 Col. Ejidos de Huipulco, Tlalpan C.P. 14380, Mexico City, Mexico ' EGADE Business School, Tecnológico de Monterrey, Calle del Puente #222 Col. Ejidos de Huipulco, Tlalpan C.P. 14380, Mexico City, Mexico

Abstract: Branding strategies inspired in power principles may explain the dynamics underlying the product life cycle. Previous works have associated the product life cycle with brand strategies, but product brand cycle has not been analysed under the perspective of power principles. Increasingly, we observe firm actions that at first sight seem irrational, like investing or funding activities apparently unrelated to the core business of the firm, even under tight financial or global constraints. Understanding the purpose of these unconventional activities and their alignment with the overall long term firm's strategy may help managers to improve their understanding of branding dynamics.

Keywords: branding strategies; brand architectures; market oriented branding; diversification; product life cycle; power brands; product brands; long term strategy; branding dynamics.

DOI: 10.1504/IJBEX.2013.056111

International Journal of Business Excellence, 2013 Vol.6 No.5, pp.605 - 623

Published online: 14 Aug 2013 *

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