Tạp chí in Tiếng Anh

Exploring Brand Concepts from the Perspectives of Organizations and Customers

Thi Thuy Hang DINH

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Academy of Journalism and Communication

Ngày nhận bài: 10/03/2024 Ngày phản biện: 15/04/2024 Ngày xuất bản: 28/05/2024

Abstract:

In the modern era, brands are widely researched and have various definitions, but generally, brands are approached from two main perspectives: the financial perspective of the organization and the customer’s perspective. According to researchers, there are various concepts of brands, but they can be grouped into 12 themes, including: brand as a symbol; brand as a legal tool; brand as a company; brand as an abbreviation; brand as a risk mitigation tool; brand as an identification system; brand as an image in the consumer’s mind; brand as a value system; brand as a personality; brand as a relationship; brand as added value; and finally, brand as a developing entity.

Keyword:

brand, logo, brand value, brand identity.

Content:

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Abstract Keyword Reference Content