ABSTRACT
The purpose of this chapter is to explain the variety of interpretations about brands. Building on interviews with leading-edge brand consultants, the diverse interpretations of brands are clarified, according to whether the interpretation is predominantly input-based (i.e. facilitating managers’ plans to use resources more effectively), output-based (i.e. customers’ interpretations) or time-based (reflecting brands’ evolutionary processes). Drawing on knowledge management, a process is described to enable managers to surface their individual interpretations of their brand and, through reaching consensus, identify more coherent brandsupporting processes.
