IDEAS home Printed from https://ideas.repec.org/a/pal/jobman/v30y2023i1d10.1057_s41262-022-00309-2.html
   My bibliography  Save this article

Looking forward, looking back: developing a narrative of the past, present and future of a brand

Author

Listed:
  • Kevin Lane Keller

    (Tuck School of Business at Dartmouth College)

Abstract

Marketers can gain a competitive advantage in brand building by skillfully leveraging and blending brand timeline intangibles related to their past, present and future. Brands can connect to their past—in terms of their history and heritage—and how it has shaped who they are and enabled what they can do. Brands can affirm their present—in terms of their values, personality and character—and how it influences how they think, feel and act. Finally, brands can point to their future—in terms of their mission, vision and purpose—and what is their full potential and how they will make a difference. The strongest brands will offer a compelling account of their origins, growth and destiny in a persuasive brand narrative. Those marketers that do so will benefit in terms of favorable consumer decision-making, strong loyalty relationships and positive brand equity.

Suggested Citation

  • Kevin Lane Keller, 2023. "Looking forward, looking back: developing a narrative of the past, present and future of a brand," Journal of Brand Management, Palgrave Macmillan, vol. 30(1), pages 1-8, January.
    • Handle: RePEc:pal:jobman:v:30:y:2023:i:1:d:10.1057_s41262-022-00309-2
    DOI: 10.1057/s41262-022-00309-2
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1057/s41262-022-00309-2
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1057/s41262-022-00309-2?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Pham, Michel Tuan & Geuens, Maggie & De Pelsmacker, Patrick, 2013. "The influence of ad-evoked feelings on brand evaluations: Empirical generalizations from consumer responses to more than 1000 TV commercials," International Journal of Research in Marketing, Elsevier, vol. 30(4), pages 383-394.
    2. Fabien Pecot & Virginie Barnier, 2018. "Brands using historical references: a consumers’ perspective," Journal of Brand Management, Palgrave Macmillan, vol. 25(2), pages 171-184, March.
    3. Fabien Pecot & Virginie de Barnier, 2018. "Brands using historical references: a consumers’ perspective," Post-Print hal-02869830, HAL.
    4. Moussa A. & Virginie de Barnier, 2020. "How can corporate heritage identity stewardship lead to brand ambidexterity?," Post-Print hal-03082963, HAL.
    5. Carlos J. Torelli & Alokparna Basu Monga & Andrew M. Kaikati, 2012. "Doing Poorly by Doing Good: Corporate Social Responsibility and Brand Concepts," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 38(5), pages 948-963.
    6. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
    7. Chloe Preece & Finola Kerrigan & Daragh O’reilly & Eileen Fischer & J Jeffrey Inman & Julie L Ozanne, 2019. "License to Assemble: Theorizing Brand Longevity," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 46(2), pages 330-350.
    8. Joshua T Beck & Ryan Rahinel & Alexander Bleier & Simona Botti & Darren W Dahl & J Jeffrey Inman, 2020. "Company Worth Keeping: Personal Control and Preferences for Brand Leaders [Measuring Brand Equity across Products and Markets]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 46(5), pages 871-886.
    9. Neeru Paharia & Anat Keinan & Jill Avery & Juliet B. Schor, 2011. "The Underdog Effect: The Marketing of Disadvantage and Determination through Brand Biography," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(5), pages 775-790.
    10. Keller, Kevin Lane, 2003. "Brand Synthesis: The Multidimensionality of Brand Knowledge," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(4), pages 595-600, March.
    11. Michael B. Beverland & Francis J. Farrelly, 2010. "The Quest for Authenticity in Consumption: Consumers' Purposive Choice of Authentic Cues to Shape Experienced Outcomes," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(5), pages 838-856, February.
    12. Sweeney, Jill & Swait, Joffre, 2008. "The effects of brand credibility on customer loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 15(3), pages 179-193.
    13. Eanes, Ryan S., 2018. "`‘Creating Signature Stories: Strategic Messaging that Persuades, Energizes and Inspires’` by David Aaker," Journal of Brand Strategy, Henry Stewart Publications, vol. 7(1), pages 92-93, June.
    14. Iglesias, Oriol & Ind, Nicholas & Schultz, Majken, 2020. "History matters: The role of history in corporate brand strategy," Business Horizons, Elsevier, vol. 63(1), pages 51-60.
    15. Fabien Pecot & Virginie de Barnier, 2018. "Brands using historical references: a consumers’ perspective," Post-Print hal-03511250, HAL.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Cleopatra Veloutsou, 2023. "Enlightening the brand building–audience response link," Journal of Brand Management, Palgrave Macmillan, vol. 30(6), pages 550-566, November.
    2. Shao, Zhucheng, 2024. "From human to virtual: Unmasking consumer switching intentions to virtual influencers by an integrated fsQCA and NCA method," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Kevin Lane Keller & J Jeffrey Inman & Margaret C Campbell & Amna Kirmani & Linda L Price, 2020. "Consumer Research Insights on Brands and Branding: A JCR Curation [Uniting the Tribes: Using Text for Marketing Insight]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 46(5), pages 995-1001.
    2. Kevin Lane Keller, 2016. "Reflections on customer-based brand equity: perspectives, progress, and priorities," AMS Review, Springer;Academy of Marketing Science, vol. 6(1), pages 1-16, June.
    3. Ramaswamy, Venkat & Ozcan, Kerimcan, 2016. "Brand value co-creation in a digitalized world: An integrative framework and research implications," International Journal of Research in Marketing, Elsevier, vol. 33(1), pages 93-106.
    4. Mario Burghausen, 2023. "The presence of the omni-temporal: theoretical foundations of (corporate) brand heritage design," Journal of Brand Management, Palgrave Macmillan, vol. 30(2), pages 129-143, March.
    5. Julie Guidry Moulard & Randle D. Raggio & Judith Anne Garretson Folse, 2021. "Disentangling the meanings of brand authenticity: The entity-referent correspondence framework of authenticity," Journal of the Academy of Marketing Science, Springer, vol. 49(1), pages 96-118, January.
    6. Sandra Maria Correia Loureiro, 2023. "Overview of the brand journey and opportunities for future studies," Italian Journal of Marketing, Springer, vol. 2023(2), pages 179-206, June.
    7. Pedro Mir Bernal & Fabien Pecot & Bradford Hudson & Virginie Barnier, 2023. "Inducing omni-temporality: product heritage appropriation in corporate heritage brand construction," Journal of Brand Management, Palgrave Macmillan, vol. 30(2), pages 144-156, March.
    8. Katja H. Brunk & Cara Boer, 2020. "How do Consumers Reconcile Positive and Negative CSR-Related Information to Form an Ethical Brand Perception? A Mixed Method Inquiry," Journal of Business Ethics, Springer, vol. 161(2), pages 443-458, January.
    9. Yi He & Qimei Chen & Dana L. Alden, 2016. "Time will tell: managing post-purchase changes in brand attitude," Journal of the Academy of Marketing Science, Springer, vol. 44(6), pages 791-805, November.
    10. Teresa Barros & Paula Rodrigues & Nelson Duarte & Xue-Feng Shao & F. V. Martins & H. Barandas-Karl & Xiao-Guang Yue, 2020. "The Impact of Brand Relationships on Corporate Brand Identity and Reputation—An Integrative Model," JRFM, MDPI, vol. 13(6), pages 1-21, June.
    11. Tarcia Camily Cavalcante Quezado & Nuno Fortes & William Quezado Figueiredo Cavalcante, 2022. "The Influence of Corporate Social Responsibility and Business Ethics on Brand Fidelity: The Importance of Brand Love and Brand Attitude," Sustainability, MDPI, vol. 14(5), pages 1-20, March.
    12. Eigenraam, Anniek W. & Eelen, Jiska & Verlegh, Peeter W.J., 2021. "Let Me Entertain You? The Importance of Authenticity in Online Customer Engagement," Journal of Interactive Marketing, Elsevier, vol. 54(C), pages 53-68.
    13. Noor Hasmini Binti Abd Ghani & Mohammad Kashedul Wahab Tuhin, 2016. "Consumer Brand Relationships," International Review of Management and Marketing, Econjournals, vol. 6(4), pages 950-957.
    14. Vicenta Sierra & Oriol Iglesias & Stefan Markovic & Jatinder Jit Singh, 2017. "Does Ethical Image Build Equity in Corporate Services Brands? The Influence of Customer Perceived Ethicality on Affect, Perceived Quality, and Equity," Journal of Business Ethics, Springer, vol. 144(3), pages 661-676, September.
    15. Koivisto, Elina & Mattila, Pekka, 2020. "Extending the luxury experience to social media – User-Generated Content co-creation in a branded event," Journal of Business Research, Elsevier, vol. 117(C), pages 570-578.
    16. Portal, Sivan & Abratt, Russell & Bendixen, Michael, 2018. "Building a human brand: Brand anthropomorphism unravelled," Business Horizons, Elsevier, vol. 61(3), pages 367-374.
    17. Chen Yang & Jing Hu, 2022. "When do consumers prefer AI-enabled customer service? The interaction effect of brand personality and service provision type on brand attitudes and purchase intentions," Journal of Brand Management, Palgrave Macmillan, vol. 29(2), pages 167-189, March.
    18. Yi Xie & Siqing Peng & Daniel P. Hampson, 0. "Brand user imagery clarity (BUIC): conceptualization, measurement, and consequences," Journal of Brand Management, Palgrave Macmillan, vol. 0, pages 1-17.
    19. Veasna, Sou & Wu, Wann-Yih & Huang, Chu-Hsin, 2013. "The impact of destination source credibility on destination satisfaction: The mediating effects of destination attachment and destination image," Tourism Management, Elsevier, vol. 36(C), pages 511-526.
    20. Koshy, Abraham & Narayanan, Priya, 2017. "A Study of the Evolution of Nature and Narration of Brands in an Emerging Market," IIMA Working Papers WP 2017-05-01, Indian Institute of Management Ahmedabad, Research and Publication Department.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:jobman:v:30:y:2023:i:1:d:10.1057_s41262-022-00309-2. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.palgrave.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.