Table 2. Main features of brand... | Emerald Publishing

Table 2.

Main features of brand management in the three approaches

Brand management
	Symbol		Cognitive associations		Embodied experience
	Top down	Bottom up	Top down	Bottom up	Top down	Bottom up
Aim	Create attractive symbols and control their meaning	Interactively create attractive symbols and influence meaning making	Create strong and favourable associations with the brand by sending out attractive brand images to target groups	Create strong and favourable associations with the brand by interactively creating and communicating attractive brand images with target groups	Create a material, human and symbolic environment that causes favourable experiences among stakeholders and target groups (structured experiences)	Co-create a material, human and symbolic environment that enables/invites favourable experiences and emotions among stakeholders and target groups
Focus of brand management	Brand symbols	Brand symbols	Associations in people’s minds	Associations in people’s mind	People’s multi-sensory experience	People’s multi-sensory experience
Marketing materials and brand elements	Logo, slogan, brand visuals, main brand values	Logo, slogan, brand visuals, main brand values	Images and visual touchpoints (e.g. iconic buildings such as the Eiffel Tower); discursive messages	Images and visual touchpoints (e.g. iconic buildings), discursive messages	Placescape including all touch points, experiential objects and situations in full richness. E.g. narratives, symbols, stories, feelings, emotions, physical objects (buildings), smells, sounds)	Placescape including all touch points, experiential objects and situations in full richness. E.g. narratives, symbols, stories, feelings, emotions, physical objects (buildings), smells, sounds)

Brand management
	Symbol		Cognitive associations		Embodied experience
	Top down	Bottom up	Top down	Bottom up	Top down	Bottom up
Aim	Create attractive symbols and control their meaning	Interactively create attractive symbols and influence meaning making	Create strong and favourable associations with the brand by sending out attractive brand images to target groups	Create strong and favourable associations with the brand by interactively creating and communicating attractive brand images with target groups	Create a material, human and symbolic environment that causes favourable experiences among stakeholders and target groups (structured experiences)	Co-create a material, human and symbolic environment that enables/invites favourable experiences and emotions among stakeholders and target groups
Focus of brand management	Brand symbols	Brand symbols	Associations in people’s minds	Associations in people’s mind	People’s multi-sensory experience	People’s multi-sensory experience
Marketing materials and brand elements	Logo, slogan, brand visuals, main brand values	Logo, slogan, brand visuals, main brand values	Images and visual touchpoints (e.g. iconic buildings such as the Eiffel Tower); discursive messages	Images and visual touchpoints (e.g. iconic buildings), discursive messages	Placescape including all touch points, experiential objects and situations in full richness. E.g. narratives, symbols, stories, feelings, emotions, physical objects (buildings), smells, sounds)	Placescape including all touch points, experiential objects and situations in full richness. E.g. narratives, symbols, stories, feelings, emotions, physical objects (buildings), smells, sounds)

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