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Document Branding 8/23/04 18:45 Pagina 1 Branding A systems theoretic perspective Een wetenschappelijke proeve op het gebied van de managementwetenschappen Document Branding 8/23/04 18:45 Pagina 2 Document Branding 8/23/04 18:45 Pagina 3 Branding A systems theoretic perspective Een wetenschappelijke proeve op het gebied van de managementwetenschappen Proefschrift ter verkrijging van de graad van doctor aan de Rad- boud Universiteit Nijmegen op gezag van Rector Magnificus, prof. dr.C.W.P.M.Blom, volgens besluit van het College van Decanen in het openbaar te verdedigen op vrijdag 10 september 2004, des namiddags om 13.30 precies door Roland Richard Robert van der Vorst geboren op 23 januari 1969 te Tilburg. Amsterdam Document Branding 8/23/04 18:45 Pagina 4 Promotor:Prof.dr.F.Huijgen Copromotor:Dr.W.P.M.Martens Manuscriptcommissie: Dr.J.M.I.M Achterbergh Prof.M.P.Franzen (Universiteit van Amsterdam) Prof.dr.K.Brandmeyer (Wirtschaftsuniversität Wien) Cover:Christian Borstlap ISBN 90-9018435-x Document Branding 8/23/04 18:45 Pagina 5 5 Directory Chapter 1 Branding in the context of a symbolized world 13 1.1 Introduction 13 1.2 A symbolized world 14 1.3 The branding dilemma 19 1.4 The elements of the thesis 24 Chapter 2 Branding as regulation of interaction 31 2.1 Introduction 31 2.2 Contingency and the function of branding 33 2.2.1 Introduction 33 2.2.2 Contingency 33 2.2.3 Branding as an answer to the contingency problem 36 2.3 The branding system as social system 40 2.3.1 Introduction 40 2.3.2 Social systems as autopoietic systems 41 2.3.3 The branding system and communication 43 2.3.4 The branding system:the nature of an order 48 2.4 Branding as regulation of interactions 52 2.4.1 Introduction 52 2.4.2 Regulation,stability and ultra stability 52 2.4.3 The branding system as an ultrastable system 59 2.5 The brand as a generalized concept 72 2.6 Branding as a way of dealing with contingency 76 2.6.1 Introduction 76 2.6.2 Three ways in which branding helps to deal with contingency:towards a redefinition of essential variables 76 2.7 Brand regulation:the contribution of the brander to the branding system 81 2.7.1 Introduction:the brander system as an ultra stable system 81 Document Branding 8/23/04 18:45 Pagina 6 6 Branding:a systems theoretic perspective 2.7.2 The essential variables of the brander system 83 2.7.3 The normative brand concept:the brand identity 85 2.7.4 Other models used for regulation by the brand regulator 90 2.7.5 The regulation of the brander system 91 2.8 The use of the brand identity in the process of brand regulation:variety and specificity 97 2.8.1 Brand regulation against the background of increased variety 97 2.8.2 Analysing the stabilization of the brander system: an empirical enquiry 100 Chapter 3 Categories,concepts and cognitive models 105 3.1 Introduction 105 3.2 Categorization 106 3.3 Concepts as providers of categorization rules 111 3.4 On the nature of concepts 116 3.4.1 Introduction 116 3.4.2 The relation between concepts and experience 117 3.4.3 Basic level categories and kinaesthetic image schemes 119 3.4.4 From basic level categories and image schemas to more abstract conceptual structure 121 3.5 Characterising the structure of concepts: Idealized Cognitive Models 124 3.6 Different types of ICMs 129 3.6.1 Introduction 129 3.6.2 The structure of ICMs 130 3.6.3 Image schematic models 131 3.6.4 Propositional models 133 3.6.5 Metaphoric models 137 3.6.6 Metonymic models 140 3.7 Conclusion 141 Chapter 4 Brands as concepts 144 4.1 Introduction 144 4.2 The brand as a categorization of products 145 4.2.1 Introduction 145 4.2.2 The brand as a category of products 145 Document Branding 8/23/04 18:45 Pagina 7 Directory 7 4.2.3 The aspects shared by the products of a brand: a brief overview of extension research 149 4.2.3.1 Introduction 149 4.2.3.2 The brand that stands for product features 152 4.2.3.3 The brand that stands for product as well as symbolic features 153 4.2.4 From extension research to intentional analysis: the need for a conceptual approach to branding 156 4.3 The conceptual structure of the brand 157 4.3.1 Introduction 157 4.3.2 The brand concept as a multi-level network of concepts 158 4.3.3 The brand identity as an ICM providing a framework for article concepts 163 4.3.4 The internal structure of the brand identity ICM and the article concepts 165 4.3.4.1 The internal structure of the brand identity ICM 165 4.3.4.2 The internal structure of the brand article concepts. 168 4.4 Relationships between concepts 169 4.4.1 Introduction 169 4.4.2 The relationship between the separate (sub)concepts of the identity concept and the article concept 170 4.4.2.1 The instance link 172 4.4.2.2 The similarity link 172 4.4.2.3 The transformational link 173 4.4.2.4 The contradiction link 174 4.4.3 The relationship between core concepts and article concepts 175 4.4.3.1 Introduction 175 4.4.3.2 The core concepts as a taxonomic frame of reference 177 4.4.3.3 The core concepts as a feature frame of reference 178 4.4.3.4 The core concepts as metaphorical frame of reference 180 4.5 Conclusion 182 Document Branding 8/23/04 18:45 Pagina 8 8 Branding:a systems theoretic perspective Chapter 5 Diagnosing the stabilization of the brander system 184 5.1 Introduction 184 5.2 Investigating differences in the categorizing ability of core concepts 185 5.2.1 Sources that drive variety 185 5.2.2 Variety allowed by the taxonomic frame of reference 187 5.2.3 Variety allowed by the feature frame of reference 189 5.2.4 Variety allowed by the metaphorical frame of reference 190 5.2.5 Conclusion:differences in the categorizing abilities 191 5.3 Investigating the risk of losing specificity. 193 5.4 Investigating the regulating abilities of the brand regulator 198 5.5 Conclusion 201 Chapter 6 Case studies 204 6.1 Introduction 204 6.2 The brand Mars 208 6.2.1 Introduction 208 6.2.2 The elements within the conceptual structure of the brand Mars 209 6.2.2.1 Identity level 209 6.2.2.2 The first version of the core concepts: ‘taste and eating experience’ 209 6.2.2.3 The second version of the core concepts: ‘taste and energy’ 210 6.2.2.4 Article level 212 6.2.3 The categorizing ability of the core concepts 215 6.2.3.1 Differences in the form and content of the core concepts 215 6.2.3.2 Differences in the categorization of products 216 6.2.3.3 Differences in the categorization of customers 217 6.2.4 The risk of losing specificity 220 6.2.5 A history of regulating actions 239 6.2.5.1 Introduction 239 6.2.5.2 Regulation unrelated to the core concepts 239 6.2.5.3 Regulation related to the core concepts 243 6.2.6 Intermediate conclusion 245 6.3 The brand ‘Douwe Egberts’ Coffee 247 Document Branding 8/23/04 18:45 Pagina 9 Directory 9 6.3.1 Introduction 247 6.3.2 The elements within the conceptual structure of the coffee brand Douwe Egberts 248 6.3.2.1 Identity level 248 6.3.2.2 Article level 250 6.3.3 The categorizing ability of the core concepts 251 6.3.3.1 The frame of reference provided by the core concepts 251 6.3.3.2 The categorization of products 252 6.3.3.3 The categorization of customers 253 6.3.4 The risk of losing specificity 254 6.3.5 A history of regulating actions 262 6.3.5.1 Introduction 262 6.3.5.2 Regulation unrelated to the core concepts 263 6.3.5.3 Regulation related to the core concepts 267 6.3.5.4 Regulation based on changing the core concepts 269 6.3.6 Intermediate conclusion Douwe Egberts 271 6.4 The brand Camel Trophy 274 6.4.1 Introduction:history of the Camel Trophy 274 6.4.2 The conceptual structure of the brand Camel Trophy 275 6.4.2.1 Identity level 275 6.4.2.2 Article level 277 6.4.3 The categorizing ability of the core concepts 278 6.4.3.1 The frame of reference provided by the core concepts 278 6.4.3.2 The categorization of products 280 6.4.3.3 The categorization of customers 282 6.4.4 The risk of losing specificity 283 6.4.5 A history of regulating actions 285 6.4.5.1 Regulation unrelated to the core concepts 286 6.4.5.2 Regulation related to the core concepts 287 6.4.5.3 Regulation based on changing the core concepts 288 6.4.6 Intermediate conclusion Camel Trophy 289 Document Branding 8/23/04 18:45 Pagina 10 Chapter 7 Conclusion 293 7.1 Introduction 293 7.2 The theory 294 7.3 The methodological framework 301 7.4 The framework put in practice:new insights in the variety – specificity dilemma 307 7.4.1 Introduction 307 7.4.2 The usefulness of the methodological framework 307 7.4.3 New insights in the variety – specificity dilemma 312 Appendix 327 Bibliography 331 Endnotes 347 Samenvatting 363 Curriculum Vitae 375 Document Branding 8/23/04 18:45 Pagina 11 11 Preface This book investigates how brands can provide a ‘logical’ connection be- tween varieties of products.