Brand Management at a Local Scale: A Case of ‘Ghost Awareness’

Teresa Ruão, Sandra Marinho, Sara Balonas, Ana Duarte Melo and Ana Isabel Lopes
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Teresa Ruão: Communication and Society Research Centre, University of Minho
Sandra Marinho: Communication and Society Research Centre, University of Minho
Sara Balonas: Communication and Society Research Centre, University of Minho
Ana Duarte Melo: Communication and Society Research Centre, University of Minho
Ana Isabel Lopes: Communication and Society Research Centre, University of Minho

Corporate Reputation Review, 2016, vol. 19, issue 2, No 7, 179-193

Abstract: Abstract This research builds upon the study of a multinational brand relationship with the local community to test a model of analysis of brand awareness. In the model, the evaluation of two dimensions of the phenomenon is suggested: the type of awareness and the drivers of awareness. And the case study was developed through the examination of two groups of stakeholders: the general population and the local opinion leaders. The results suggest that the corporate brand has high levels of awareness, but faces a structural identity problem because of the existence of a strong competitor: a corporate brand that has left the region decades ago but whose recall is still very strong among local stakeholders. We call this phenomenon ‘ghost awareness’. Following these clues, we present some recommendations that can be adopted by companies with the same perception problems.

Keywords: brand awareness; brand communication; brand image; brand management (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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DOI: 10.1057/crr.2016.7

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