Definitions of the brand concept: essence, approaches, genesis
Abstract In the article, the author examines the existing domestic and foreign approaches to the definition of the brand concept. The theoretical interpretation of the concepts is carried out, their common fundamental characteristics are determined, key similarities and differences are noted. Based on the analysis, the characteristics of the brand concept itself were identified, which formed a basis of the author`s definition. The relevance of the research lies in the fact that at the moment there is no approach to understanding the brand that would take into account its specifics and content elements. All existing definitions are limited to one or several aspects of the brand`s existence and do not reflect its constituent elements, the specifics of its formation and many other features. The problem lies in the fact that the existing elements of the brand, based on its existing definitions, do not fully reflect all the elements of which the brand actually consists, and which influence its formation. The purpose of the study is to form an optimal definition of the brand, reflecting the above specific features. The author conducted a research usingtheoretical (analogy, analysis, synthesis, etc.) and empirical methods (critical analysis of the literature). As a result of the conducted research, the author`s definition of the brand was formulated. The author describes the practical application of the research results and formulates proposals for further research in this direction.
Keywords: brand, brand mark, trademark, university, tangible assets, intangible assets, target audience, brand identification
Highlights:
♦ the analysis of the main approaches to understandingthe brand in Russia and abroad has been carried
out;
♦ the main characteristics of the concept of "brand" are highlighted and its specificity is determined;
♦ the author`s definition of the brand concept was formulated, based on the analysis of the main approaches to its understanding.
Kristina A. Arzhanova - The State University of Management, Moscow, Russia