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Establishing, expanding and leveraging brand meaning is critically important yet exceedingly complex. Successful brand meaning management is foundational to both brand differentiation and to outcomes like brand identification and brand attachment. Yet, managing this meaning over time is complex. Noted contributors to this special issue add new insights to this complex domain. A group of papers lend insight into the myriad entities involved in the meaning making process itself, such as marketers, celebrities, brand users, and the broader culture in which consumers live. A second set emphasizes the critical impact that brand meaning has on consumers and brands themselves-outcomes that include brand identification and attachment, social relationship management, and brand evangelism. The final set addresses when and how brand transgressions can threaten these outcomes, and what brands must do to recover from lost or tainted meanings. The volume co-editors provide an overview of the chapters and identify future research issues on brand meaning management in B2B (vs. B2C) markets, and how multi-product firms manage the collective set of meanings that comprise their brand portfolio.
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Deborah J. MacInnis is the Charles L. and Ramona I. Hilliard Professor of Business Administration at the University of Southern California. She received her Ph.D. in marketing from the University of Pittsburgh in 1986 and holds a B.S. degree in psychology from Smith College. Dr. MacInnis has published papers in various journals; is a member of the editorial review boards of the Journal of Marketing Research, Journal of Consumer Research, Journal of Marketing, and Journal of Market Focused Management; and serves as a reviewer for the Journal of Advertising and the Journal of Consumer Psychology. She is a past recipient of the Alpha Kappa Psi award, an honor awarded to the best paper published in the Journal of Marketing. She has also worked as a consultant to several major advertisers and advertising agencies, and she is currently President of the Association for Consumer Research.
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