Brand response analysis: a Peircean semiotic approach

Information Management and Business Review

The aim of this study is to enhance understanding in the philosophy of the brand along with its historical development around the world. Its main purpose is to clarify the nature of the brand, its origination, ancient phase, digital phase and the future of branding. This study is based on the secondary source to clarify the gap of knowledge, understand the thought of branding and review the literature in regard to its historical development and evaluation around the world. It has found that brand is a tangible and non-tangible asset of a business that presents a unique identity and reputation among a wide set of competitors, and is perceived as a market leader in a particular industry. The study has found that branding is the best practice to enhance the image and value of business among targeted consumers. It has anticipated that branding is the technique to gain competitive advantage and accomplish the objectives of a business. This study presents a comprehensive overview of the n...

The Journal of Brand …, 2010

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This study is dedicated to brand in cognitive and semiotic perspective. Various basic but key points on the brand nature are presented and commented. The second, larger part observes different theories and models both by academics and practitioners in order to extract their common ground and the specificity in brand positioning area, including brand core, identity and personification, appealing statement, and surmounting the market 'noise' in the name of successful distinction from the competition.

European Journal of Marketing, 2022

Purpose-This paper aims to critically evaluate the definition of the brand concept, support the critique with an empirical study and provide a definition to resolve the problems that have been identified. Design/methodology/approach-This paper combines a conceptual critique with empirical research using a sample of 730 journal papers to analyse the scope and number of brand-related concepts in extant literature. Findings-The brand concept has evolved to become problematic with no clarity of definition. There has been an explosion in the number of brand-related concepts that make the brand concept opaque and unwieldy. Based upon the findings, the authors argue that it is necessary to return to a "label and associations model" of the brand concept to ameliorate these issues. Research limitations/implications-The empirical research presented examines only 730 papers from a much wider body of brand literature. Nonetheless, it illustrates the fact that researchers and theorists are not talking about the same concept when using the term "brand". Practical implications-Practitioners are not being served by academic branding literature because no two researchers appear to be studying the same entity. This prevents a body of research from being built to guide practitioners. Originality/value-This paper makes an original contribution by combining a conceptual critique and empirical study to examine the problems arising from the absence of an agreed definition of the brand concept and uses this as a foundation for creating a resolution to the problems.

Contemporary Marketing Review

In today's competitive conditions, beyond a name, brand is a business asset which adds an identity and personality on products, takes shape with consumer perceptions, guides consumers about product preferences. Brand is a tool that forms and shapes relations between consumer/buyer and business. A brand is not a physical product or an intangible service offering. The importance of branding has increased recent decades. The brand is today more important than previously and this is especially true for the global fashion industry where marketers market the brand rather than the traditional products. In this study, theoretical explanations about brand and brand management, which became pretty important topic in today's business world, are made, and studies in the related literature about brand are discussed. In this study, how brand factor affect consumer behaviors in Turkey with the participation of 1286 people in the provinces through interviews.

Schroeder, J. E. (2014), Brands and Branding, in Wiley-­‐Blackwell Concise Encyclopedia of Consumption and Consumer Studies, edited by Dan Cook and Michael J. Ryan, New York: Wiley and Sons.

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.

Branding has emerged as a top management priority in the last decade due to the growing realization that brands are one of the most valuable intangible assets that firms have. Driven in part by this intense industry interest, academic researchers have explored a number of different brand-related topics in recent years, generating scores of papers, articles, research reports, and books. This paper identifies some of the influential work in the branding area, highlighting what has been learned from an academic perspective on important topics such as brand positioning, brand integration, brand equity measurement, brand growth, and brand management. The paper also outlines some gaps that exist in the research of branding and brand equity and formulates a series of related research questions. Choice modeling implications of the branding concept and the challenges of incorporating main and interaction effects of branding as well as the impact of competition are discussed.

2014

Branding has emerged as a cornerstone of marketing practice and corporate strategy. This book brings together a curated selection of the most influential and thought-provoking papers on brands and branding from Consumption Markets and Culture, reflecting the wide-ranging, interdisciplinary interest in the topic, accompanied by new introductions from leading brand scholars, including Giana Eckhardt, John F. Sherry, Jr., Sydney Levy, and Morris Holbrook.

The paper argues for the need, at least theoretical, of “brandology” as detached knowledge in the marketing field. The idea is based on the observations and research in brand management practice in recent years which have demonstrated the increasing social life of brands, especially those with high level of brand equity. What is knowledge as a whole, scientific method and discipline is discussed, in the first place, and what are the advantages of brand knowledge, in the second. Together with distinguishing marketing and branding, semiotics is introduced as powerful enough tool in branding and brand equity’s examination and explanation. The “angel share” is an analogy suggested for better understanding the brand as social phenomenon. Finally, some suggestions are made for further development on how this “discipline” ought to be taught before the students, in order to create better understanding about the brand “nature”, and which looks at culture, marketing communications as well as social and consuming practices from different perspective. It needs intensive project-based and on-field research educational approach, counting on social and cultural studies more than on the conventional business, profit-based thinking.

Marketing Science, 2006