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

Author

Listed:
  • Jones, Casey

    (BriefLogic, USA)

  • Bonevac, Daniel

    (University of Texas at Austin, USA)

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.

Suggested Citation

  • Jones, Casey & Bonevac, Daniel, 2013. "An evolved definition of the term ‘brand’: Why branding has a branding problem," Journal of Brand Strategy, Henry Stewart Publications, vol. 2(2), pages 112-120, June.
    • Handle: RePEc:aza:jbs000:y:2013:v:2:i:2:p:112-120
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    Cited by:

    1. Bianca Tjizumaue & Sabina Samuel & Johanna Pangeiko Nautwima & Asa Romeo Asa, 2023. "Factors Influencing Consumer Preference Among Beverage Product Brands in Namibia," International Journal of Innovation and Economic Development, Inovatus Services Ltd., vol. 9(3), pages 7-24, August.

    More about this item

    Keywords

    brand; branding; definition of brand; definition of branding; meaning of brand; meaning of branding;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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