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An evolved definition of the term ‘brand’: Why branding has a branding problem
Journal of Brand Strategy,
2
(2),
112-120
(2013)
Abstract
‘Branding’ has a branding problem. There is no consensus about how to define ‘brand’. Existing definitions are surveyed, they are argued to be inadequate, and new definitions are proposed. Brands are definitions. The definition of ‘brand’ is best understood as being synonymous with the term ‘definition’. The authors’ conception provides an analysis of a two-stage process for establishing a brand, shows why differentiation is essential to branding, and explains why branding provides the key to messaging strategy.
Keywords: brand; branding; definition of brand; definition of branding; meaning of brand; meaning of branding
The full article is available to subscribers to the journal.
Author's Biography
Casey Jones whose career spans both the agency and marketer worlds, began his career at Ogilvy & Mather, became CEO of Grey’s global technology practice and then Co-Chief Strategy Officer for McCann Worldgroup. Casey has also served as global Vice President of Marketing for Dell, developed core briefing curriculum for the ANA’s School of Marketing and trained over 1,000 Fortune 100 marketers in ad strategy, agency briefing and agency management.
Daniel Bonevac is Professor of Philosophy and Human Dimensions of Organizations at the University of Texas at Austin and co-founder of BriefLogic. He is the author of five books and editor or co-editor of four others. He has published over 60 articles in professional journals and served as Chair of the Department of Philosophy for 10 years.
