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Brand systems: integrating branding research perspectives

Brand systems: integrating branding research perspectives This paper aims to conceptualise and characterise brand systems and outline propositions and research avenues to advance the systems’ view of branding.Design/methodology/approachA conceptual synthesis approach is adopted to integrate the extant branding research perspectives. The conceptual framework is grounded in the theoretical foundation of marketing systems theory.FindingsThe conceptual framework delineates brand inputs, throughputs, outcomes and feedback effects within a brand system. It configures the complexity and dynamics of brand value formation among brand actors within the branding environment.Research limitations/implicationsThis paper contributes to systems thinking in branding and brand value co-creation research. It extends marketing systems theory into the branding context and provides research directions for exploring the structural and functional configurations, cause–consequence processes and outcome concerns of brand value formation.Practical implicationsThis conceptual framework informs brand development, management and regulation at a macro level. Managers can apply the brand system concept to identify and manage conflicting expectations of brand actors and alleviate adverse brand outcomes such as negative brand externalities, enhancing overall brand system health and societal value.Originality/valueThis research expands the scope of brand actor agency and identifies the likelihood of disproportionate brand outcomes. It provides methodological guidelines for analysis and intervention in brand systems. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Brand systems: integrating branding research perspectives

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References (180)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0309-0566
eISSN
0309-0566
DOI
10.1108/ejm-08-2021-0606
Publisher site
See Article on Publisher Site

Abstract

This paper aims to conceptualise and characterise brand systems and outline propositions and research avenues to advance the systems’ view of branding.Design/methodology/approachA conceptual synthesis approach is adopted to integrate the extant branding research perspectives. The conceptual framework is grounded in the theoretical foundation of marketing systems theory.FindingsThe conceptual framework delineates brand inputs, throughputs, outcomes and feedback effects within a brand system. It configures the complexity and dynamics of brand value formation among brand actors within the branding environment.Research limitations/implicationsThis paper contributes to systems thinking in branding and brand value co-creation research. It extends marketing systems theory into the branding context and provides research directions for exploring the structural and functional configurations, cause–consequence processes and outcome concerns of brand value formation.Practical implicationsThis conceptual framework informs brand development, management and regulation at a macro level. Managers can apply the brand system concept to identify and manage conflicting expectations of brand actors and alleviate adverse brand outcomes such as negative brand externalities, enhancing overall brand system health and societal value.Originality/valueThis research expands the scope of brand actor agency and identifies the likelihood of disproportionate brand outcomes. It provides methodological guidelines for analysis and intervention in brand systems.

Journal

European Journal of Marketing – Emerald Publishing

Published: Jan 17, 2023

Keywords: Systems thinking; General systems theory; Marketing system; Feedback loops; Brand stakeholders; Brand value co-creation; Brand externalities; Brand environment

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