Brand Networks as the Interplay of Identities, Selves, and Turtles: Commentary on “Interplay between intended brand identity and identities in a Nike related brand community: Co-existing synergies and tensions in a nested system”

Robert Kozinets

Journal of Business Research, 2017, vol. 70, issue C, 441-442

Abstract: This commentary emphasizes the networked nature of brands. Brands are identities, and identities are meanings. Meanings are always embedded in networks of association. Therefore, all understandings of brands are necessarily vast, complex, and incomplete, especially in the contemporary age of branding.

Keywords: Brands; Ecosystem; Identity; Networks (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:70:y:2017:i:c:p:441-442

DOI: 10.1016/j.jbusres.2016.06.020

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