A Concept Analysis of Modern and Conventional Branding Models

15 Pages Posted: 4 Sep 2013

See all articles by Gaurav Gupta

Gaurav Gupta

Lovely Professional University

Date Written: September 4, 2013

Abstract

Branding is an ever-popular topic for research and managerial discussion. In modern branding discourse, there are four dominant models of branding: mind-share, emotional, viral and cultural branding. The study was conducted using concept analysis, more specifically through differentiating between a concept’s intention and extension, through dissecting different manifestations of each concept.

Keywords: Branding, mind-share branding, emotional branding, viral branding, cultural branding

Suggested Citation

Gupta, Gaurav, A Concept Analysis of Modern and Conventional Branding Models (September 4, 2013). Available at SSRN: https://ssrn.com/abstract=2320403 or http://dx.doi.org/10.2139/ssrn.2320403

Gaurav Gupta (Contact Author)

Lovely Professional University ( email )

Phagwara, kashmir 190009
India

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