All Outputs (2)

When and why does the name of the brand still matter? (2017)
Journal Article
Round. (2017). When and why does the name of the brand still matter?. European Journal of Marketing, 2118 - 2137. https://doi.org/10.1108/EJM-06-2016-0360

Purpose The purpose of this paper is to fill a current gap in the literature, through the development of theory concerned with changes that occur over time to the functions and importance of the brand name element of a branded entity. Design/meth... Read More about When and why does the name of the brand still matter?.

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

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... Read More about Distinguishing the brand name element from the branded entity.