Short answer
Integrate product-focused (BMM) and customer-focused (CMM) strategies to build robust brand equity by nurturing sequential consumer-brand relationships.
- Field
- Innovation & Markets
- Source
- South African Journal of Business Management (2025)
- Method
- Quantitative Survey and Structural Equation Modelling
- Sample
- 651 respondents
- Evidence
- Strong effect
A dual approach combining Brand Management Mindset (BMM) and Customer Management Mindset (CMM) is more effective in building brand equity among young adults than relying on a single strategy. This innovation & markets research insight is drawn from a 2025 study published in South African Journal of Business Management. Using Quantitative survey and structural equation modelling with 651 respondents, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Integrate product-focused (BMM) and customer-focused (CMM) strategies to build robust brand equity by nurturing sequential consumer-brand relationships.
Dual Brand Strategy: BMM and CMM Drive Brand Equity in Young Adults
A dual approach combining Brand Management Mindset (BMM) and Customer Management Mindset (CMM) is more effective in building brand equity among young adults than relying on a single strategy.
South African Journal of Business Management · 2025
Key Findings
- 01Symbolic value, monetary value (CMM), perceived quality, brand image, and loyalty (BMM) directly impact CBBE.
- 02Brand awareness, image, perceived quality, monetary, and functional values indirectly impact CBBE by influencing brand satisfaction, which drives brand love, which in turn influences brand loyalty.
Application
Design takeaway
Integrate product-focused (BMM) and customer-focused (CMM) strategies to build robust brand equity by nurturing sequential consumer-brand relationships.
How to apply
When developing branding strategies, consider how to leverage both product quality and image (BMM) alongside customer value perceptions (CMM) to create a comprehensive approach that builds satisfaction, love, and ultimately, loyalty.
Project actions
- 01When researching a brand, consider analyzing both its product-centric marketing (e.g., advertising features) and its customer-centric initiatives (e.g., loyalty programs).
- 02Think about how different aspects of a brand's strategy might appeal to different consumer needs or values.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Integration of multiple theoretical models.
- +Empirical testing using structural equation modelling on a substantial sample size.
Limitations
The study's findings might be specific to the smartphone market and young adults, so applying them to other contexts might require further investigation.
Reliability & validity
The use of previously validated measurement scales enhances the reliability and validity of the collected data. Structural equation modelling provides a robust framework for assessing the proposed relationships.
Think critically
To what extent might the effectiveness of BMM versus CMM vary across different product categories or age demographics?
Design Principles
"Brand equity is cultivated through a dual approach that addresses both product attributes and customer emotional connections, fostering a progression from satisfaction to loyalty."
Understanding how different strategic mindsets influence consumer perceptions is crucial for developing effective branding and marketing campaigns. This insight highlights the synergistic potential of integrating product-centric and customer-centric approaches to foster stronger brand relationships and ultimately, greater brand equity.
What This Means for Your Design
To make a brand really popular with young people, companies need to think about both how good the product is (like a phone's features) and how they treat their customers (like offering good deals and making them feel special). Doing both helps build a strong connection that makes people loyal.
How to use in your project
- 1.Reference this study when discussing the importance of a holistic branding strategy that combines product quality with customer relationship management.
- 2.Use the findings to justify the inclusion of both BMM and CMM elements in your design proposal or evaluation.
Add to My Project
Quick Cite
Paragraph starter
This research by Diniso and Duh (2025) highlights the significant impact of a dual strategy, integrating Brand Management Mindset (BMM) and Customer Management Mindset (CMM), on building customer-based brand equity (CBBE) among young adults. Their findings suggest that a combination of focusing on product attributes (BMM) and customer value perceptions (CMM) is more effective than a singular approach, leading to enhanced consumer-brand relationships and ultimately, stronger brand equity.
Source
South African Journal of Business Management
Brand and customer management mindsets creating brand relationships and equity in young adults
journal · 2025
View sourceQuestions About This Research
- What does the research say about dual brand strategy: bmm and cmm drive brand equity in young adults?
- Integrate product-focused (BMM) and customer-focused (CMM) strategies to build robust brand equity by nurturing sequential consumer-brand relationships. Evidence: South African Journal of Business Management (2025).
- Why does "Dual Brand Strategy: BMM and CMM Drive Brand Equity in Young Adults" matter for design?
- Understanding how different strategic mindsets influence consumer perceptions is crucial for developing effective branding and marketing campaigns. This insight highlights the synergistic potential of integrating product-centric and customer-centric approaches to foster stronger brand relationships and ultimately, greater brand equity.
- How can designers apply this research?
- Integrate product-focused (BMM) and customer-focused (CMM) strategies to build robust brand equity by nurturing sequential consumer-brand relationships.
- What were the main findings?
- Symbolic value, monetary value (CMM), perceived quality, brand image, and loyalty (BMM) directly impact CBBE.. Brand awareness, image, perceived quality, monetary, and functional values indirectly impact CBBE by influencing brand satisfaction, which drives brand love, which in turn influences brand loyalty.
- What research method was used?
- Quantitative Survey and Structural Equation Modelling with 651 respondents.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2025 journal from South African Journal of Business Management.
- What should I do differently in my next project?
- When developing branding strategies, consider how to leverage both product quality and image (BMM) alongside customer value perceptions (CMM) to create a comprehensive approach that builds satisfaction, love, and ultimately, loyalty.
- What are the limitations?
- The study focused on a single global smartphone brand and a specific demographic (young adults), potentially limiting generalizability to other industries or consumer segments.