The Use of Metaphor in the Exploration of the Brand Concept

Abstract

of th~Brand ConceptThe use of metaphor in research and in marketing is discussed. A typology is presented for tile structure of the use of metaplwr in understanding the brand concept. Three underpinning or 'root' metaphors are identified together with fourteen assodated brand! or submetaphors. TIle three root metaphors are: brand as differentiating mark, brand as person and brand as asset. A number of issues surrounding the use of metaplror in the literature on branding are identified. These include tlte mixing ofmetaphors and attempts to treat metaphors as if they are terms or constructs capable of separate definition, instead of devices by which we can understand more about the brand concept. Certain metaphors, such as brand loyalty, have become terms and lUlve then taken on a separate meaning from the original entity they were meant to illuminate. An emergent root metaphor, brand as role, is identified as having potential to develop a broader understanding of the brand concept. A lifestage model is derived to explain how the role and use of individual metaphors evolves or dUInges over tlteir life. Metaplwrs may pass through as many as four life stages: creation, when the metaplror is first used; a second stage in whidl the metaplwr may become dormant; a life stage when the metaphor is at its most active; and a deatii stage when t}re metaphor becomes a term.

Story of Aaker’s brand personality scale criticism

“…Metaphors help in understanding the complex role of brand. Acceptance of the metaphor converts it into a term (Davies and Chun, 2003). Brand personality has passed through the transition phase when it was called a metaphor.…”

Brand relationship and personality theory

“…An interesting perspective on the question of brand personality and brand relationships can be found in two articles; the first is a paper by Puzakova et al (2009), devoted to providing a theoretical framework for the humanlike brand; and the second by Davies and Chun (2003), who provide a scholarly review of the role of metaphor in brand theory. The two papers take different perspectives on the question of theory being founded in the humanlike brand and the brand as a person metaphor, and indirectly highlight the confusions in brand literature.…”

“…In contrast, Davies and Chun (2003) explicitly state that brand personality and brand relationships are metaphors. However, in their discussion of the ‘brand as a person’ metaphor, there is ambiguity about whether they are discussing the actual perception of consumers, or whether they are discussing a metaphor.…”

Marketing’s metaphors have expired: An argument for a new dominant metaphor

“…As Brown (2010) and others have described, the marketing discipline, especially branding, loves metaphors (Davies and Chun, 2003; Hunt and Menon, 1995). Metaphors are used for many complex concepts in marketing in order to make them easier to understand, easier to remember, and easier to communicate (Capelli and Jolibert, 2009; Delbaere and Smith, 2014).…”