Brand manager’s roles in the three approaches
| Brand manager’s role | ||||||
|---|---|---|---|---|---|---|
| Symbol | Cognitive associations | Embodied experience | ||||
| Top down | Bottom up | Top down | Bottom up | Top down | Bottom up | |
| Role | Leader/creator | Leader/initiator | Sending communicator | Moderator (interactive communicator) | Curator | Co-creator |
| Communication standpoint | TALK | LISTEN →TALK | LISTEN→ ALIGN AND TALK | LISTEN ↔ ALIGN | LISTEN and FEEL→ CURATE | LISTEN and FEEL ↔ CO-CREATE |
| Tasks | Developing (brand) symbol | Collecting information about the place and preferences of target groups, and accordingly develop (brand) symbols | Creating positive associations about the place | Building on existing positive associations about place | Offering and curating sets of services and products that provide structured brand experiences | Facilitating the creation of embodied brand experiences |
| Communication direction | One-way (one-to-many) | Two-way | One-way, multi-channel | Two-way, many-to-many (word of mouth) | One-to-many | Many-to-many Interactive, co-created and networked |
| Brand manager’s role | ||||||
|---|---|---|---|---|---|---|
| Symbol | Cognitive associations | Embodied experience | ||||
| Top down | Bottom up | Top down | Bottom up | Top down | Bottom up | |
| Role | Leader/creator | Leader/initiator | Sending communicator | Moderator (interactive communicator) | Curator | Co-creator |
| Communication standpoint | TALK | LISTEN →TALK | LISTEN→ | LISTEN ↔ ALIGN | ||
| Tasks | Developing (brand) symbol | Collecting information about the place and preferences of target groups, and accordingly develop (brand) symbols | Creating positive associations about the place | Building on existing positive associations about place | Offering and curating sets of services and products that provide structured brand experiences | Facilitating the creation of embodied brand experiences |
| Communication direction | One-way (one-to-many) | Two-way | One-way, multi-channel | Two-way, many-to-many (word of mouth) | One-to-many | Many-to-many Interactive, co-created and networked |
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