Abstract
The term 'brand' has populist interpretations, technical interpretations, and conceptual interpretations. In each case marketing researchers and practitioners are dealing with a different perspective on the same phenomenon. We attempt to show that these different perspectives are an inevitable part of understanding such a contextual and dynamic phenomenon as a brand.
| Original language | English |
|---|---|
| Pages (from-to) | 119-122 |
| Number of pages | 4 |
| Journal | Marketing Theory |
| Volume | 9 |
| Issue number | 1 |
| DOIs | |
| Publication status | Published - Mar 2009 |
Keywords
- Brand definition
- Brand meaning
- Marketing theory
- Research community