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Brand Legitimation and the Innovation Process
Author(s) -
Michell Paul C. N.,
Swanston Peter,
Mandry Gordon
Publication year - 1995
Publication title -
creativity and innovation management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.148
H-Index - 60
eISSN - 1467-8691
pISSN - 0963-1690
DOI - 10.1111/j.1467-8691.1995.tb00208.x
Subject(s) - legitimation , marketing , business , advertising , context (archaeology) , harmony (color) , product (mathematics) , distribution (mathematics) , brand management , promotion (chess) , political science , art , paleontology , mathematical analysis , geometry , mathematics , politics , law , visual arts , biology
A new model is advanced to explain the adoption and diffusion of niche products into consumer markets, comprising a Discovery and Legitimation construct and related double S‐shaped life cycle. The Discovery phase characterises branding as a two‐way process with consumers imposing their own values on brands as well as brands communicating values to customers. Legitimation occurs when a brand has values that are in harmony with those of its customers, including a distribution and social context. In the proposed double S‐shaped life cycle, products undergo an unusually long introductory phase, during which they are discovered by a relatively small number of ‘discoverer’ consumers. Personal influence and word of mouth further diffuse the product at which point growth is constrained by limited distribution and promotion. Subsequently, the brand extends distribution and utilises mass communication to gain access to the mainstream market. An outline of the process in action is offered.