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A Modern Approach to Brand Conceptualisation

Maja Konecnik Ruzzier

出版	SSRN, 2017
URL	http://books.google.com.hk/books?id=twYBzwEACAAJ&hl=&source=gbs_api

註釋

The paper presents the modern approach to brand conceptualisation and interprets its complexity by presenting different themes on branding, its evolving process as well as its characteristics in comparison to products. According to the modern approach the brand should be treated as a complex entity. The author argues that the modern approach goes beyond its traditional definition of a brand in its visual features acting as a differentiating device. The modern approach to brand conceptualisation is essential to take on board due to changing market conditions. Although branding principles were developed for product brands, which have traditionally been equated with branding phenomena, the principles can also be transferred to other brand categories: services, organisations and destinations. However, adjustments in emphasis stemming from the particular characteristics of services, organisations and destinations are needed.