A Concept Analysis of Modern and Conventional Branding Models

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