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Paper info: The Brand Multiple: a Social World Perspective

Title


The Brand Multiple: a Social World Perspective

Authors


Sitz Lionel
EM Lyon
France
Sitz Lionel

Place of Publication


The paper was published at the 25th IMP-conference in Marseille, France in 2009.

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Abstract


This research is a theoritical reflection on brand and branding.It adopts a social world perspective and strives at showing that a brand has no image or identity but rather is multiple. The key idea is that brand is actually performed and doesn't posses any durable ontology.