Paper info

The Brand Multiple: a Social World Perspective

Sitz Lionel

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

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.