A solution to the problem of brand definition

• Published in: European journal of marketing 2022-02, Vol.56 (2), p.351-374
• Main Authors: Avis, Mark, Henderson, Isaac Levi
• Format: Article
• Language: English
• Subjects: Academic marketing; Brand loyalty; Logos
• ISSN: 0309-0566; 1758-7123
• DOI: 10.1108/EJM-09-2020-0700

Purpose This paper aims to critically evaluate the definition of the brand concept, support the critique with an empirical study and provide a definition to resolve the problems that have been identified. Design/methodology/approach This paper combines a conceptual critique with empirical research using a sample of 730 journal papers to analyse the scope and number of brand-related concepts in extant literature. Findings The brand concept has evolved to become problematic with no clarity of definition. There has been an explosion in the number of brand-related concepts that make the brand concept opaque and unwieldy. Based upon the findings, the authors argue that it is necessary to return to a “label and associations model” of the brand concept to ameliorate these issues. Research limitations/implications The empirical research presented examines only 730 papers from a much wider body of brand literature. Nonetheless, it illustrates the fact that researchers and theorists are not talking about the same concept when using the term “brand”. Practical implications Practitioners are not being served by academic branding literature because no two researchers appear to be studying the same entity. This prevents a body of research from being built to guide practitioners. Originality/value This paper makes an original contribution by combining a conceptual critique and empirical study to examine the problems arising from the absence of an agreed definition of the brand concept and uses this as a foundation for creating a resolution to the problems.