Distinguishing the brand name element from the branded entity

Round, Griff

Abstract

This development paper looks at the conceptualisation of the brand name element. It asserts that this is inadequately theoretically conceptualised, despite the brand name element forming an important aspect of branding theory and practice. Conflation of the brand name element with the total brand entity can easily be made during the consideration of research findings (Crimmins, 1992; Jaju et al., 2006; Muzellec and Lambkin, 2006). There is a tendency to sometimes use the expression brand name when actually referring to the branded entity, rather than solely to the brand name element.

It uses the work of Bastos and Levy (2012) to develop a theoretical framework for the relationship between the brand name element and the branded entity and shows how this can be related to the consumer psychology approach towards customer based brand equity development (Aaker, 1991; Keller, 1993; Christodoulides and de Chernatony, 2010).

Citation

Round, G. (2014, September). Distinguishing the brand name element from the branded entity

• Presentation Conference Type: Conference Paper (published)
• Start Date: Sep 9, 2014
• End Date: Sep 11, 2014
• Online Publication Date: Sep 9, 2014
• Publication Date: Sep 9, 2014
• Deposit Date: May 31, 2023
• Public URL: https://keele-repository.worktribe.com/output/431883
• Publisher URL: https://www.bl.uk/collection-items/distinguishing-the-brand-name-element-from-the-branded-entity