title: Brand and branding: Issues of theory and representation
metadata.name: dc.contributor.author
metadata.value: Cherenkov, Vitally I.
metadata.lang: -
metadata.name: dc.contributor.author
metadata.value: Vereteno, Alexandra A.
metadata.lang: -
metadata.name: dc.date.accessioned
metadata.value: 2019-08-28T15:15:52Z
metadata.lang: -
metadata.name: dc.date.available
metadata.value: 2019-08-28T15:15:52Z
metadata.lang: -
metadata.name: dc.date.issued
metadata.value: 2019-06
metadata.lang: -
metadata.name: dc.identifier.citation
metadata.value: Cherenkov V. I., Vereteno A. A. 2019. Brand and branding: Issues of theory and representation. Vestnik of Saint Petersburg University. Management 18 (2): 145–174.
metadata.lang: en_GB
metadata.name: dc.identifier.other
metadata.value: https://doi.org/10.21638/11701/spbu08.2019.201
metadata.lang: -
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/16183
metadata.lang: -
metadata.name: dc.description.abstract
metadata.value: 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.
metadata.lang: en_GB
metadata.name: dc.language.iso
metadata.value: ru
metadata.lang: en_GB
metadata.name: dc.publisher
metadata.value: St Petersburg State University
metadata.lang: en_GB
metadata.name: dc.relation.ispartofseries
metadata.value: Vestnik of St Petersburg University. Management;Volume 18; Issue 2
metadata.lang: -
metadata.name: dc.subject
metadata.value: brand
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: branding
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: brand value
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: cost-value branding model
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: total quality management
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: integrated marketing communication
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: brand addiction
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: real-mental dualism
metadata.lang: en_GB
metadata.name: dc.title
metadata.value: Brand and branding: Issues of theory and representation
metadata.lang: en_GB
metadata.name: dc.type
metadata.value: Article
metadata.lang: en_GB
resources.filename: 145-174.pdf
resources.url: https://dspace.spbu.ru/bitstream/11701/16183/1/145-174.pdf
resources.format: Adobe PDF
resources.size: 1,01 MB