Understanding the Brand

Oliver Errichiello and Arnd Zschiesche ()
Additional contact information
Oliver Errichiello: Office for Brand Development
Arnd Zschiesche: Office for Brand Development

Chapter 3 in Green Branding, 2022, pp 59-96 from Springer

Abstract: Abstract In order to successfully manage a brand, a sound scientific knowledge of the effective laws and dynamics of brand building and brand strengthening is required. The basic laws of brand management refer to the knowledge of the consistent behavioural patterns of individual people, but above all of human interaction. In this chapter, it is shown that brand is first of all a social phenomenon that has direct economic effects. Against this background, the crucial key concepts and relationships of brand sociology such as self-similarity, trust and energy system are explained and illustrated with many practical examples. It becomes clear that a brand is first and foremost a “positive prejudice”, which is capable of lowering transaction costs and reducing the effort of persuasion in advertising and communication.

Date: 2022
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-36060-3_3

Ordering information: This item can be ordered from
http://www.springer.com/9783658360603

DOI: 10.1007/978-3-658-36060-3_3

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().