Branding/Brand Management

Abstract

This entry explores the complex concept of brand as a point of departure for addressing branding and brand management. Branding has many meanings rooted in different conceptualizations of what constitutes a brand. The result is a multitude of approaches to brand management that can be divided into three clusters: sender‐oriented, receiver‐oriented, and context‐oriented. Each approach has different features to recommend it as far as strategic brand communication is concerned. The sender‐oriented approaches see brand meaning as transmitted from brand manager to consumer. Here, the emphasis is on consistency and unity in messages and contents. The receiver‐oriented approaches view the consumer as an active interpreter of brand meaning, acknowledging that communication is subject to interpretation. And the context‐oriented approaches locate brand meaning in community and culture, privileging the consumer as a communicator. Moreover, the approaches are supplemented by current trends and developments brought on by Web 2.0 and the notion of cocreation among internal and external stakeholders.

Strategic Brand Management in the Market

“…Many foreign and domestic scientists, scientists, economists who have studied aspects of brand promotion, the importance of brand management have made a significant scientific contribution to the study of theoretical and practical problems of brand formation and development (Buil et al, 2016;Stošić-Mihajlović & Trajković, 2020), context-oriented approaches to brand value (Johansen, 2018), improving the understanding of brand management (Heding et al, 2020), and other issues related to the effective management of various aspects of the enterprise (Mazaraki et al, 2020).…”