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Brand worlds from articulation to integration

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<mark>Journal publication date</mark>2011
<mark>Journal</mark>Journal of Advertising Research
Issue number1
Volume51
Number of pages13
Pages (from-to)182-194
Publication statusPublished
Original languageEnglish

Abstract

In this paper, the authors reflect upon the last half-century of branding research, offering both integration and insight. They chart how the understanding of brands has evolved from mark-through mimesis, expression, and symptom to self-organizing phenomenon. Using Popper’s Three Worlds hypothesis, they show how the various fragmented streams of branding research can be integrated so that they complement and supplement each other. The authors then provide a prognosis on the future evolutions of brands and branding research.