A Modern Approach to Brand Conceptualisation

Transformations in Business and Economics, vol. 12, no. 3 (30), pp. 121-134.

20 Pages Posted: 22 Aug 2017

See all articles by Maja Konecnik Ruzzier

Maja Konecnik Ruzzier

University of Ljubljana - Faculty of Economics

Mitja Ruzzier

University of Primorska

Date Written: March 18, 2013

Abstract

The paper presents the modern approach to brand conceptualisation and interprets its complexity by presenting different themes on branding, its evolving process as well as its characteristics in comparison to products. According to the modern approach the brand should be treated as a complex entity. The author argues that the modern approach goes beyond its traditional definition of a brand in its visual features acting as a differentiating device. The modern approach to brand conceptualisation is essential to take on board due to changing market conditions. Although branding principles were developed for product brands, which have traditionally been equated with branding phenomena, the principles can also be transferred to other brand categories: services, organisations and destinations. However, adjustments in emphasis stemming from the particular characteristics of services, organisations and destinations are needed.

Keywords: brand, conceptualisation, strategy

JEL Classification: M31

Suggested Citation

Konecnik Ruzzier, Maja and Ruzzier, Mitja, A Modern Approach to Brand Conceptualisation (March 18, 2013). Transformations in Business and Economics, vol. 12, no. 3 (30), pp. 121-134., Available at SSRN: https://ssrn.com/abstract=3021672

Maja Konecnik Ruzzier (Contact Author)

University of Ljubljana - Faculty of Economics ( email )

Kardeljeva ploscad 17
Ljubljana, 1000
Slovenia

Mitja Ruzzier

University of Primorska ( email )

Cankarjeva 5
Koper, SI-6000
Slovenia

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