Brand Networks as the Interplay of Identities, Selves, and Turtles: Commentary on “Interplay between intended brand identity and identities in a Nike related brand community: Co-existing synergies and tensions in a nested system”

This commentary emphasizes the networked nature of brands. Brands are identities, and identities are meanings. Meanings are always embedded in networks of association. Therefore, all understandings of brands are necessarily vast, complex, and incomplete, especially in the contemporary age of brandin...

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Bibliographic Details
Published in:Journal of business research 2017-01, Vol.70, p.441-442
Main Author: Kozinets, Robert
Format: Article
Language:English
Subjects:
Brand identification
Brands
Ecosystem
Identity
Marketing
Networks
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Summary:This commentary emphasizes the networked nature of brands. Brands are identities, and identities are meanings. Meanings are always embedded in networks of association. Therefore, all understandings of brands are necessarily vast, complex, and incomplete, especially in the contemporary age of branding.
ISSN:0148-2963
1873-7978
DOI:10.1016/j.jbusres.2016.06.020