. 2014 Aug 12;5(1):24–36. doi: 10.1007/s13142-014-0272-1

Table 3.

Brand development and marketing execution (n = 69 published studies; 48 distinct campaigns)

Variables	Study frequency	Campaign frequency	Campaign (%)
Scientific theory^a
None reported	14	11	22.92
Psychology	24	20	41.67
Communication	22	19	39.58
Marketing	24	21	43.75
Other	4	3	6.25
Formative research^a
None reported	28	22	45.83
Focus groups	15	12	25.00
Interviews	12	10	20.83
Other	12	10	20.83
Key elements^a
None reported	9	8	16.67
Aspirational image	21	19	39.58
Logo/graphic	29	29	60.42
Co-branding	9	7	14.58
Social model	24	18	37.50
Other	1	1	2.08
Marketing channels^a
None reported	67	46	95.83
Paid mass media	41	38	79.17
Unpaid mass media	18	14	29.17
Earned media	15	14	29.17
Community outreach	34	31	64.58
Community mobilization	11	10	20.83
Audience segmentation	30	27	56.25
Message tailoring	13	12	25.00
Other marketing techniques	18	13	27.08

^aMultiple responses possible