The evolving brand logic: a service-dominant logic perspective

The meanings of brand and branding have been evolving over the past several decades. This evolution is converging on a new conceptual logic, which views brand in terms of collaborative, value co-creation activities of firms and all of their stakeholders and brand value in terms of the stakeholders' collectively perceived value-in-use. The authors argue that this new logic parallels and reflects the related, evolving service-dominant (S-D) logic in marketing. They provide an historical account of the branding literature, organize it into eras, and connect it to the evolution in marketing as captured by S-D logic. The analysis provides further support for the S-D logic of marketing and suggests a related research agenda for furthering the understanding of brand and branding. It also suggests that marketing managers might benefit from investing resources in building strong brand relationships with all of their stakeholders and a service-dominant firm philosophy built around brand value co-creation.

Journal of Brand Management, 2007

their products. 1 Through such storytelling, we infer that ' brand ' is conceptualised to designate ownership and to confer product quality. The story-telling is confi rmed by Marketing scholars who traditionally conceptualise the brand as a bundle of features, attributes and perceptions about a company ' s offer designed to infl uence customers ' preferences and behaviour. 2 Pioneers of successful branding included soap makers (Sunlight, Ivory), car builders THE ORIGIN OF THE BRAND CONCEPT When the authors tried to determine the exact origins of the modern concept of ' brand ' , they encountered far more apocryphal stories than well-documented facts. Two stories, in the authors ' experience, seem to be most often repeated. The origins of brands can be traced to: (a) ranchers branding their cattle to designate ownership and (b) American gun makers reassuring cowboys about the safety of

SSRN Electronic Journal, 2000

Despite the acknowledgment that brand value emerges from the customer’s experiences, little attention has been given to the development of brand-based service interactions. On one hand, service design teams are not equipped with adequate information about the brand experience the brand wants to deliver; on the other hand, branding and marketing teams rarely focus on the development of the interactions through which the customers experience the brand. This thesis aims to bring Branding and Service Design together, through the De- signing for Brand Experience framework. It proposes a brand-informed approach to Service Design, and at the same time, a customer-experience approach to Branding. In this way it provides an important bridge between the two fields of Branding and Service Design, and does this at both the theoretical and practical level.

Semiotica, 2024

Since the mid-1990s, brand specialists have relied on a variety of institutionalized and relatively undisputed brand strategies. However, a semiotic examination of these strategies reveals contradictions about the concept of the brand, which call them into question. The objective of this article is to highlight the theoretical and practical challenges linked to brand strategies, so as to develop a renewed-and specifically semiotic-approach to the concept of the brand, here defined as "a service with a vision of its own." Apart from offering a renewed definition of the brand, this article proposes to consider any type of economic organization (companies, subsidiaries…) or solution (products, lines, offerings…) as a service. Moreover, it introduces two opposite types of services ('sovereign service' vs. 'adjunct service') to capture all the possible brand relationships between companies, subsidiaries, products, lines, and ranges. Lastly, it refutes the idea that two brands can equally mark a product or communication, laying the foundations for a new brand architecture model structured in accordance with semiotic guidelines. More generally, the article aims to promote the use of Greimasian (post-)structural semiotics in brand management to enrich reflection and improve practices.

ICSSSM12, 2012

University branding based on Service Dominant Logic (SDL) enables university stakeholders to play a very important role in co-creating value for all stakeholders and also for university brands. Our SDL-based definition of university branding includes both internal and external branding. This research aims to propose a new methodology for internal university branding. We developed a brand creation model by using the perspective of the value co-creation process involving the experience of universities' stakeholders. The model includes direct value co-creation for internal branding and indirect cocreation for external branding. Case study methodology was conducted for the case of a very strong university brand and a developing university brand in Japan. This analysis clearly revealed the efficacy of branding based on experience and cocreation, and shows that our university brand model is potentially applicable to all universities.

Advancing Insights on Brand Management, 2017

Over the past several decades, brand management has gone through an evolution from the traditional customer-oriented and firm-focused paradigm toward a wider vision concerning the target and the users of the brand and the process of creation of the brand value. In particular, the brand management literature has endorsed the stakeholder theory and service-dominant logic principles with reference to the process of determining the brand meanings and the brand value. The aim of this chapter is going over the evolutionary process of the brand management during the latest years in order to get to a holistic vision, considering the brand as a conceptual construction originated by the interaction between the firm and multiple stakeholders and the brand value as the result of a dynamic and social process of co-creation of the brand meanings and functions. Therefore, this chapter is conceptual in nature, and it aims to investigate the state of art of brand management providing conceptual examinations about the way the brand meanings and value originate, with a particular reference to the present economic and competitive contests dominated by the Web-based technologies and by the related interaction processes within a broad stakeholders' ecosystem.

contribute to brand value, which we defi ne as the sale or replacement value of a brand, and which implies a companybased perspective. We believe that one of the primary reasons no generally accepted measure of brand equity has surfaced in the past 15 years is that brand equity and brand value frequently are treated as the same construct. 1 -4 We suggest that the fi rst

Academic Journal of Interdisciplinary Studies, 2023

In the social world, brand value co-creation is described as an essential activity of market leaders that defines the growth and development of industries. This study explores the existing conceptualisation of brand value co-creation, and suggests reasons for co-creating brand value. For the purpose of a germane background, the study conducted a conceptual and empirical review of brand value co-creation. The study concludes that in order to remain relevant, successful and sustainable in a highly competitive environment, companies should strive to build brands by leveraging the potential of co-creating brand value. The novelty of this research lies in its logical establishment of the reasons of brand value co-creation- innovation, resource integration, relationship building, collaboration, customer satisfaction, and brand equity. Finally, the article proposes a conceptual model that highlights the reasons and categories of brand value co-creation. This article also contributes systematically to evolution of the field of brand value co-creation and identifies opportunities for further research that indicates its pertinence to brand management.

Journal of Customer …, 2010