Analysis of modern definitions and approaches to the disclosure of the brand essence

Cover Page

Abstract


In this article, the conceptual consideration of the concept of branding, which according to the authors include the understanding of the brand as an economic tool, mental substance, cultural object, a set of values, a means of communication, the cult, the territorial identity, is detected. The constructs are identified that considering a different scale of the brand field: concept, category, phenomenon institute. The field of brand study is defined from the perspective of interdisciplinary approach with such sciences as economics, psychology, sociology, philosophy and political. The concept of the system branding, structured into four clusters: economic substance, psychological aspect, socio-cultural sphere and unique identity, is suggested.

I V Groshev

Tambov State University named after G.R. Derghavin

Email: aus_tgy@mail.ru

A A Krasnoslobodtsev

Tambov State University named after G.R. Derghavin

Email: stmeneg@yandex.ru

Views

Abstract - 95

PDF (Russian) - 498


Copyright (c) 2016 Economics