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Defining A "Brand": Beyond The Literature With Experts' Interpretations

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Abstract:

There are many definitions of the "brand", yet a comprehensive theory of the brand construct is still missing. This paper is a step towards developing a theory for the brand construct. Through analysis of the literature and focused interviews with 20 leading edge brand consultants, we propose a concept of the brand as a multidimensional construct, matching a firm's functional and emotional values with the performance and psychosocial needs of consumers.

Document Type: Research Article

DOI: https://doi.org/10.1362/026725798784867798

Publication date: 1998-06-01

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