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An evolved definition of the term ‘brand’: Why branding has a branding problem
‘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.
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