Modelling the components of the brand

Models of the components of brands are gaining more attention among practitioners and academics. We review why managers have a tendency to develop mental models and overview the key published models of the components of brands. Among 20 leading edge brand practitioners we found evidence of their using their own mental models to make sense of brand complexity. There were similarities between elements of their models and those of the “atomic brand model”. This particular model was favourably received by experts and from their evaluations we propose the more comprehensive “double vortex model” of the brand.