Abstract
This article aims to present, in a synthetic and theoretical manner, the perspectives associated with the theory of branding, such as economics, psychology, public relations, sociology, and the ways in which brands become icons through creative interaction with their environment and the applicability of the model in the sphere of place branding. Within the sociological approach, there is a certain paradigmatic position, as part of the interdisciplinary social theory of neo-Marxism, a school of thought that expresses a moderate position, with socio-economic influences, between the cultural approach and the theory of iconic brands, and the postmodern anti-branding movement, both positioned in a constructivist-interpretivist paradigmatic scheme, the latter being analysed in the second part of the article.
Highlights
The interest in brands and the research around them arose from the intermingling of the management, marketing and strategy spheres (Briciu and Briciu, 2013; Briciu, 2013), which are generally aiming to propose pragmatic models regarding the “effects” produced by brands, through quantitative analyses (e.g., Keller and Lehmann, 2006)
There is a certain paradigmatic position, as part of the interdisciplinary social theory of neo-Marxism, a school of thought that expresses a moderate position, with socio-economic influences, between the cultural approach and the theory of iconic brands, and the postmodern anti-branding movement, both positioned in a constructivist-interpretivist paradigmatic scheme, the latter being analysed in the second part of the article
“neither managers nor consumers completely control branding processes - cultural codes constrain how brands create value” (Schroeder, 2009, p. 123). This observation outlines the model of the cultural approach presented here, as opposed to what Holt (2004, p. 14) synthesized, in a personal vision, the entire theoretical and applicative experience of branding, establishing a classification based on the variants considered when building the identity value of brands; these theories of branding are: Mind-Share Branding, Emotional Branding, Viral Branding (Briciu and Briciu, 2016; Briciu and Briciu, 2020)
Summary
The interest in brands and the research around them arose from the intermingling of the management, marketing and strategy spheres (Briciu and Briciu, 2013; Briciu, 2013), which are generally aiming to propose pragmatic models regarding the “effects” produced by brands, through quantitative analyses (e.g., Keller and Lehmann, 2006). 12), indicate a reconsideration of the general functioning mechanism of brands and the focus shift from products and their producers to the response and services provided to the consumer, in understanding the process of building brand value (e.g., Muñiz, Jr. and O' Guinn, 2001) Within this community-based approach, consumers, employees and organizations are seen as making, building and performing their own identities and concepts, testing new roles and creating their own identities within and through brand culture. Using a critique of former models, Holt (2006b) states that existing branding theories are overly ambitious, “proposing universal models In both pragmatic marketing circles and in the more esoteric social theories, one-size-fits-all models of brands are common. The symbols and meanings attached to them are not a priority or they are of less importance, so the use of other disciplines is necessary in order to understand the economic and social effects
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
