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Article
A MODERN APPROACH TO BRAND CONCEPTUALISATION
Maja Konecnik Ruzzier, Mitja Ruzzier
ABSTRACT. The paper presents a modern approach to brand conceptualisation and interprets its complexity by presenting different themes regarding branding, its evolving process as well as its characteristics in comparison to products. In a modern approach the brand should be treated as a complex entity. The author argues that a modern approach goes beyond its traditional definition of a brand in its visual features acting as a differentiating device. A modern approach to brand conceptualisation is essential to be taken on board due to changing market conditions. Although branding principles were developed for product brands, which have traditionally been equated with branding phenomena, the principles can also be transferred to other brand categories: services, organisations and destinations. However, adjustments in emphasis stemming from particular characteristics of services, organisations and destinations are needed.
KEYWORDS: brand, conceptualisation, strategy.
JEL classification: M31.