ABSTRACT
Summary 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, based upon 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 brand supporting processes.
