Expert practitioners' views on roles of brands: implications for marketing communications

Depending on whether the economics, strategy, marketing or consumer behaviour literature is consulted, a variety of roles can be identified that brands are expected to play. In view of the increasingly hostile environment brands face, we sought to verify the appropriateness of the roles emerging from the literature by undertaking depth interviews with leading edge brand consultants. Our findings suggest that while brands continue to play important roles for both firms and consumers, it is the way brands are interpreted, managed and communicated that may need rethinking. For each particular brand role to be properly fulfilled, different types of communication programmes are needed. In turn, effective communication strategies can be developed only if the role that the brand is expected to play is accurately specified, both inside the organization and when briefing advertising agencies.