Strategic brand management: Archetypes for managing brands through paradoxes

Claes Högström, Anders Gustafsson, Bård Tronvoll

Research output: Contribution to journalArticleScientificpeer-review

22 Citations (Scopus)


Although brands are acknowledged as significant assets in a firm's value creation and differentiation process, branding literature often describes opposing perspectives and contradictory demands. This article develops a framework of three strategic brand management archetypes that provide new insights into the complexity and often paradoxical ambiguity of branding. By combining an empirical qualitative study with extant brand management and relational exchange theory, the authors suggests that firms create, reinforce, switch, or allow certain brand management archetypes to coexist to optimize specific effects and manage paradoxes. From a managerial perspective, the article suggests that understanding strategic brand management and related paradoxes is fundamental for organizations to achieve desired effects with their value creation.
Original languageEnglish
Peer-reviewed scientific journalJournal of Business Research
Issue number2
Pages (from-to)391-404
Number of pages14
Publication statusPublished - 01.02.2015
MoE publication typeA1 Journal article - refereed


  • 512 Business and Management
  • Product management
  • Assets (Accounting)
  • Organizational legitimacy
  • Qualitative research
  • Value creation
  • Managerialism
  • Brand management
  • Efficiency
  • Flexibility
  • Legitimacy
  • Paradoxes


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