
Pieter SteenkampCape Peninsula University of Technology | CPUT · Department of Marketing
Pieter Steenkamp
PhD: Specialising in brand management
About
35
Publications
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Introduction
Dr Pieter Steenkamp is a senior lecturer in the Marketing Department of the Cape Peninsula University of Technology in Cape Town, South Africa. Pieter is a distinguished teacher and does research in the field of brand management. His main interests are in business-to-business and services brand management and brand equity.
Additional affiliations
Publications
Publications (35)
In recent years, social media and popular media have been flooded with reports of well- known brands going viral after being criticized for racist advertising, as perceived by consumers. This has had a severe impact on the sales of such brands. While this is not a new phenomenon, strategies to address racism in brand marketing campaigns are lacking...
Designing tailored services is critical to enhancing client satisfaction for private and public services such as road traffic. Among the factors associated with car accidents are traffic violations of established rules and regulations. Indeed, driving skills and practice have become crucial in a complex and dynamic road environment. The study’s obj...
A majority of service learning (SL) studies focus on the student benefits and challenges, whereas few consider the organization (community partner) viewpoint. This study examines the value that small businesses place on a marketing-oriented SL project run by the academic Marketing Department at the Cape Peninsula University of Technology in South A...
PURPOSE OF THE STUDY: Brand identity and image research in the services sectors are underdeveloped. This study examines the constructs through the lens of service-dominant factors. Their synchronisation is particularly crucial in services as brand identity clarification serves as a point of difference. This study examined brand identity-image (in)c...
An underdog brand is a brand with humble resources that competes with passion and determination against competitors that dominate a market. Numerous anecdotal examples and a few research articles of underdog brands exist, yet the understanding of what an underdog brand is and how brands can use the underdog effect is still limited. Considering the...
This study investigated a service learning programme (SLP), which was established by the Marketing Department at the Cape Peninsula University of Technology (CPUT) in South Africa. The purpose of the SLP was to provide community partners (small businesses) marketing services at minimal or no cost by granting undergraduate marketing students the opp...
Purpose
A fundamental element of brand-building is communicating what a brand is and what it stands for. Clarifying a brand’s identity may yield sustained competitive advantage. Moreover, aligning a brand’s identity to its image is vital in business-to-business (B2B) services, where a firm’s actual character and performance serve as critical source...
Purpose: The research reported on here set out to develop a tailored branding model for business to business (B-to-B) services by applying the brand resonance pyramid to a selected B-to-B services context.
The brand resonance pyramid was developed based on research that was predominantly consumer product or individual brand oriented, though one of...
Digital disruption is not something that may happen in the future; it is currently happening and impacting all types of businesses, including retail. This chapter reflects cross-cultural similarities and differences. German and South African consumers increasingly use the internet to look for product information and to purchase online products and...
Brands are said to be the most valuable assets of businesses. Arguably the most prominent brand management models presented in the extant theory are Aaker's brand equity model and Keller's customer-based brand equity model (renamed to brand resonance pyramid). These models were developed predominantly from a business-to-consumer (B2C) product conte...
Aligning a brand’s identity and image is a critical strategic imperative, particularly in services sectors where value creation is intangible and to some extent generic (Schmeltz & Kjeldsen, 2018). Therefore, the degree to which internal and external brand communication is congruent affects brand identity clarification (Piehler, Scade & Burmann, 20...
The increasing importance of the retailer brands and of retailer’s digital maturity are of highest importance for retailers of all sizes and within all retail sectors. The purpose of our study is to better understand different stages of digital maturation and different shapes of retailer brand management. By conducting a cross-country analysis of h...
The myth of “The Underdog” has over centuries inspired the imagination of people across cultures and has become a kind of brain script or archetype of our times (Woodside et al. 2008; Wertime 2002; Jung 2014). An underdog has been defined as someone with disadvantages but passion and determination, and the effect that many of us emotionally support...
The myth of “The Underdog” has over centuries inspired the imagination of people across cultures and geographical boundaries. An underdog has been defined as someone with an external disadvantage but passion and determination (Paharia et al., 2011), and many of us feel emotionally connected with the outsider. This is what is called the underdog eff...
Despite retailers investing considerable budgets in building and maintaining their corporate brands, very little research on the effect of brand orientation on their performance has been conducted. The main findings of this study among 196 respondents from the South African retail sector support the idea that values, norms, symbols and behavior are...
The purpose of the research was to examine whether brand identity theory is congruent to practice in the South African banking sector. Furthermore, it seeked to determine whether documented brand identity (of a South African bank brand) is aligned to employees’ decoding and understanding of the bank’s brand identity. Finally, the article establishe...
The purpose of this article is to examine whether brand identity theory is congruent to practice in the South African banking sector. Furthermore, this paper seeks to determine whether documented brand identity (of a South African bank brand 'A') is aligned to employees' decoding and understanding of the bank's brand identity (brand identity alignm...
Some of the most valuable brands are business-to-business (B2B) service brands, for example IBM, Cisco and SAP (Glynn 2012; Kalafatis, Remizova, Riley & Singh 2012). The Brand Resonance model was developed to guide brand building within a consumer product or individual brand context, though the model is proposed to be applicable to any context, inc...
Some of the most valuable brands are business-to-business (B2B) service brands, for example
IBM, Cisco and SAP (Glynn 2012; Kalafatis, Remizova, Riley & Singh 2012).
The Brand Resonance model was developed to guide brand building within a consumer product
or individual brand context, though the model is proposed to be applicable to any context,
inc...
Project: Brand Orientation of SA Retailers There has always been a debate in marketing literature about the question of how a competitive advantage can be achieved. From the perspective of research in strategic management, different explanations of success can be identified, which include the strategic orientation of a company. Brand Orientation (B...
Research about achieving competitive advantages has a long tradition in business management.
From a strategic perspective, various explanations of success can be identified. One school of
thought analyses various strategic orientations (e.g., customer, service or entrepreneurship
orientation) and – defining them as both a mind-set and a behaviour a...
Mobile customer relationship marketing (mCRM) is a current trend in customer relationship marketing internationally, but a new concept within the South African market. The study focused on the South African liquor industry because of the size of the industry, an annual turnover of approximately R21bn. The first liquor supplier that harnesses the fu...
Mobile customer relationship marketing (mCRM) is a current trend in customer relationship marketing internationally, but a new concept within the South African market. The study focused on the South African liquor industry because of the size of the industry, an annual turnover of approximately R21bn. The first liquor supplier that harnesses the fu...
The customer-based brand equity (CBBE) model was developed to guide brand building in a consumer product or individual brand context, but the model is proposed to be applicable to any context, including the B2B and service contexts. However, consumer branding strategies are not directly transferable to B2B markets (Mudambi et al., 1997: 445). There...
The purpose of this research article was to offer recommendations to
retailers concerning how to adapt their marketing programme
(marketing mix strategies) to changing consumer behaviour during an
economic downturn.
This study used a qualitative research strategy and gathered empirical
data and information from both in-depth face-to-face interviews...
The research considered whether marathon sponsorship can enable brand extensions.
Brand extension is considered as a strategy to enhance an organisation’s brand assets. Therefore,
with a total of R4.8 billion spent on sports sponsorship in South Africa in 2008, the research
considered whether marathon sponsorship can enable brand extensions. The study involved the
use of self-administered questionnaires administered among 122 at...
Internationally, trust in large businesses has been dented by the corporate wrong doings of organisations sauch as Exron, Enron, Arthur Anderson and WorldCom. South Africa has also had its examples, such as the Leisurenet, Macmed and Fidentia cases. The analysis of the Fidentia case looked at some of the reasons why investors and trustees of funds...
How safe are investor funds when placed in companies that appear to be highly
successful? The Fidentia case provides valuable lessons.
Fidentia became an active player in the South African financial services industry in 2005, only a few years since its inception. This was achieved through aggressive take-overs and a favourable public image boosted by employing known sports personalities and sponsorships of various sports teams, charities and other events. The Fidentia group seemed...
Questions
Question (1)
Arguably the most prominent brand equity models presented in the extant theory are Aaker’s (1991) brand equity model and Keller’s (2001) customer-based brand equity model, which was renamed to the brand resonance pyramid. At face value the labels of the construct/ sub-dimensions/ building blocks that constitute these models seems dissimilar, but how similar or dissimilar are these models? Are they used for different situations? When do you use the one instead of the other?