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

Casey Jones and Daniel Bonevac
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Casey Jones: BriefLogic, USA
Daniel Bonevac: University of Texas at Austin, USA

Journal of Brand Strategy, 2013, vol. 2, issue 2, 112-120

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 (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2013:v:2:i:2:p:112-120

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