Brands and Branding

Abstract

Abstract Brands and branding have emerged as key concepts in marketing, management, and strategy, and the concept of branding, referring to the process of bringing attention to a product, company, concept, person, or cause, has become an everyday term. Research and thinking about brands and branding can be divided into four perspectives: corporate perspectives, consumer perspectives, cultural perspectives, and critical perspectives. These four perspectives demonstrate the growing interdisciplinary interest in brands and branding, and how brand research sheds light on basic issues of consumer agency, consumer behavior, and consumer culture.