A brand is the channeling of experience1distilled into language2 for the negotiation of value3 over emotional resonance4 across the spectrum of perception5.
Per the world's experts, as written by Brhyt.
1.
Framed brands as "gut feelings" shaped by cumulative experiences
Neumeier, M. (2003). The Brand Gap.
Explored how brands construct hyperreal experiences that replace reality
Baudrillard, J. (1994). Simulacra and Simulation.
2.
Introduced semiotics, the study of signs/symbols as language
Saussure, F. (1916). Course in General Linguistics.
Emphasized brand identity as a "system of symbols" (logos, slogans, narratives)
Aaker, D. (1996). Building Strong Brands.
3.
Theorized cultural capital and value as socially negotiated
Bourdieu, P. (1979). Distinction: A Social Critique of the Judgement of Taste.
Argued brands derive value from collective cultural labor
Arvidsson, A. (2006). Brands: Meaning and Value in Media Culture.
4.
Highlighted emotional salience in brand loyalty
Sharp, B. (2010). How Brands Grow.
Introduced "lovemarks" as brands that inspire loyalty beyond reason
Roberts, K. (2004). Lovemarks: The Future Beyond Brands.
5.
Explained how audiences interpret symbols differently based on cultural context
Hall, S. (1980). Encoding/Decoding.
Analyzed how identity is performed and perceived
Goffman, E. (1959). The Presentation of Self in Everyday Life.
