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Understanding the Brand

In: Green Branding

Author

Listed:
  • Oliver Errichiello

    (Office for Brand Development)

  • Arnd Zschiesche

    (Office for Brand Development)

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.

Suggested Citation

  • Oliver Errichiello & Arnd Zschiesche, 2022. "Understanding the Brand," Springer Books, in: Green Branding, chapter 3, pages 59-96, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-36060-3_3
    DOI: 10.1007/978-3-658-36060-3_3
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