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Branding Knowledge: Brand Building beyond Product and Service Brands

Martin J. Eppler & Markus Will

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abstract The paper argues that product, service and corporate brands are about to be extended by one other type of brand: the knowledge brand. A knowledge brand is a clearly differentiated visual and verbal identity that bundles and communicates a set of skills, competencies and methodologies in one coherent manner. This becomes crucial as companies are not only selling specific products or services, but also marketing their unique know-how in improving services or products. For this purpose a knowledge brand has to communicate its topics (why its knowledge is valuable and rare) through specific tools (such as surveys, extranets or CEO newsletters) and transmitters (such as conventions speeches, interviews or specialised conferences) to its targets (such as CEOs, CFOs, CIOs or other regional and functional directors).
   
type journal paper
   
keywords brand, valuation, equity, electronic, management, e-branding, e-tailing, management, international, Internet, marketing, measurement, personality, consumers, advertising, fast moving, consumer goods, FMCG, brand-building, strategy
   
language English
kind of paper journal article
date of appearance 1-7-2001
journal The Journal of Brand Management - An International Journal
publisher Palgrave Macmillan (Basingstoke)
ISSN 1350-231X
ISSN (online) 1479-1803
DOI 10.1057/palgrave.bm.2540043
volume of journal 6
number of issue 8
page(s) 445-457
review double-blind review
   
citation Eppler, M. J., & Will, M. (2001). Branding Knowledge: Brand Building beyond Product and Service Brands. The Journal of Brand Management - An International Journal, 6(8), 445-457, DOI:10.1057/palgrave.bm.2540043.