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Appears in Collections:Marketing and Retail Journal Articles
Peer Review Status: Refereed
Title: A Critical Account of the Process of Branding: towards a synthesis
Author(s): El-Amir, Ayman
Burt, Steven
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Keywords: branding
critical marketing
conceptual frameworks
constructed metaphors
Branding (Marketing)
Social marketing
Issue Date: Mar-2010
Date Deposited: 10-May-2010
Citation: El-Amir A & Burt S (2010) A Critical Account of the Process of Branding: towards a synthesis. Marketing Review, 10 (1), pp. 69-86.;
Abstract: Echoing the shift in orientation from transactional to relationship marketing (Gronroos 2006), the debate over the process of branding has moved from a managerially closed to a socially open orientation (Pitt, Watson, Berthon, Wynn and Zinkhan 2006) creating a multidisciplinary intellectual puzzle. In light of the ‘limit attitude’ approach in critical marketing (Tadajewski and Brownlie 2008), this paper attempts to make sense of this puzzle through a critical examination of the evolution in branding thought. The paper concludes by developing a synthesis, through a constructed tree metaphor, which conceptualizes the multidisciplinary process of branding within a single organic (holistic and integrated) framework.
DOI Link: 10.1362/146934710X488951
Rights: Author Posting © Westburn Publishers Ltd, 2010. This is a post-peer-review, pre-copy-edit version of an article which has been published in its definitive form in The Marketing Review, and has been posted by permission of Westburn Publishers Ltd for personal use, not for redistribution. The article was published in The Marketing Review, Vol.10, March 2010, No.1, pp.69-86, doi:10.1362/146934710X488951

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