Brand and branding: Issues of theory and representation

Abstract

The paper aims to explore the topic that — taking into account exclusively numerous studies concerning theoretical and research aspects of branding — seems to be already well investigated. There are a lot of more or less sophisticated conceptual/explanatory and econometric models of brand/branding. The said models, which mainly stem from well-known concepts/constructs found in Aaker’s and Keller’s works, have become classic and are frequently referred to by numerous academic/practice fellows. The paper takes into account interdisciplinary nature and multidimensional assessment of the brand phenomenon. It highlights that despite the active application of branding based on integrated marketing communication, the results of such application are not always successful. A logical-graphic complex cost-value model of branding is presented. This model is based on an analogy drawn from the world of complex numbers in mathematics. Two core parts of the said model are meant to show that there are two main sources the final brand value is supplied from. Two parts of the said model are presented. The first one (‘real’) is ensured by the observance of the principles of total quality management and is evaluated on the basis of objective (comparative) brand product characteristics. The second one (‘mental’) is realized according to the concept of integrated marketing communication and results in consumer’s perceived brand quality (value). A communicative model of branding where a consumer is included not only as an object but a subject is presented. It is hypothesized that the econometric approaches to the branding evaluation are limited and that the use of neuromarketing methods is possible in principle. In addition, the paper comprises comments on the need for further development of the branding theory and clarification in defining its conceptual and categorical paradigm. Directions avenues and methods for further research are proposed.