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What Does Brand Mean? Historical-Analysis Method and Construct Definition

Rutgers Business School, bbstern{at}aol.com

This article addresses the meaning of the term brand means by presenting a method of historical analysis and construct definition based on information in the Oxford English Dictionary. The method’s use is demonstrated in an analysis of the original meanings that underlie the term’s usage both as a single word and in compounds such as brand competition, brand personality, brand reputation, and so forth. Literal (denotative) definitions and metaphoric (connotative) associations are examined to explain the use of brand to refer to a physical entity and/or a mental representation. The method is also theoretically grounded in the disciplines of philology (the history of words), poetics, rhetoric, and the philosophy of science. The historical-analysis method is applied to the meanings of brand, starting with its original usage about 1,500 years ago and culminating with the definitions used by authors in this special issue.

Key Words: construct definition • historical analysis method • brand meaning

Journal of the Academy of Marketing Science, Vol. 34, No. 2, 216-223 (2006)
DOI: 10.1177/0092070305284991


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