Analysing the concept of branding: perspectives from the literature

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Published: Jul 2, 2019

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Valentín Gallart-Camahort
Universidad Cardenal Herrera-CEU
Spain
https://orcid.org/0000-0001-6194-2614
Luis Callarisa Fiol
Universitat Jaume I de Castellón
Spain
https://orcid.org/0000-0001-5710-225X
Javier Sánchez García
Universitat Jaume I de Castellón
Spain
https://orcid.org/0000-0002-7865-0076
Vol. 23 No. 1 (2019), Articles (open section), pages 41-56
DOI: https://doi.org/10.17979/redma.2019.23.1.5454
Submitted: Jul 1, 2019 Published: Jul 2, 2019
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Abstract

Brands embody the relationship between a product or service and the customer, and play an important role in customer buying decisions. The aim of this article is to analyse the concept of branding and its evolution over time, taking into account the different perspectives found in the literature. The analysis studies the evolution of the concept of branding from a more product-focused perspective in the early years, to more recent approaches that deal with intangible aspects such as consumer perception.

Keywords:

brand, branding, brand equity, brand balue, added value

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