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- Title
The Times (and Brands) are a Changin’.
- Authors
Conejo, Francisco; Wooliscroft, Ben
- Abstract
Gaski’s commentary of Conejo and Wooliscroft’s “radical” (2015) “Brands Defined as Semiotic Marketing Systems” is rebutted. We reaffirm the need to update the AMA’s stagnant 80-year-old brand definition while addressing six issues: 1) That we don’t repudiate the AMA definition; 2) that we don’t present just another brand definition; 3) that definitions do change; 4) that products and brands are distinct concepts; 5) that the commentary does not properly address the Semiotic Brand System; and 6) that the commentary distracts from the real, more important question at hand, of whether the AMA brand definition is still viable.
- Subjects
MARKETING strategy; BRANDING (Marketing); MARKET potential; BRAND name products; MARKET mapping
- Publication
Journal of Macromarketing, 2015, Vol 35, Issue 3, p391
- ISSN
0276-1467
- Publication type
Article
- DOI
10.1177/0276146714563543