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Brand Theory

In: Business and Management

Submitted By Yajun
Words 267
Pages 2
When talking brands most of people think of Apple, Louis Vuitton, Coca Cola, Mercedes-bens, and so on. Therefore brands have become a major player in modern society. In fact they are everywhere. They penetrate all spheres of our life: economic, social, culture, sporting, societies, they can and should be analyzed through a number of perspectives: macroeconomics, microeconomics, sociology, psychology, anthropology, history, semiotics, philosophy and so on (Kapferer and Thoenig 1989). According to Keller (2003), the brand can identified by brand elements are those trade makeable devices that serve to identify and differentiate the brand. The main brand elements are brand names, URLs, logos, symbols, characters, spokespeople, slogans, jingles, packages and signage. Therefore a brand can be treated as a legal instrument, logo, company, identity system, image, personality, relationship, and/or as adding value. Consequently for the legal perspective brand is a sign or set of signs certifying the origin of a product or service and differentiating it from the competition. And according to American Marketing Association (AMA), a brand is a "name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition(Keller,2003). On the other hand that many practicing managers defining a brand in terms of having actually created a certain amount of awareness, reputation, prominence, and son on in the marketplace. Thus a brand is a product, but one that adds other dimensions that differentiate it in some way from other products designed to satisfy the same need (Keller,...

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