The systems model of branding
Roland van der Vorst
In this model, systems theory and cybernetics are used to provide a general and coherent theory of branding. The model describes branding as a dynamic relation between a system of operations (the branding system) and a concept (the brand concept).
THE BRANDING SYSTEM
The branding system is created when communicative actions of a brander (organisation) and brand users are connected to each other. It has the following characteristics:
Self organisation and self reference. The branding system reproduces itself by the fact that the communicative actions of the brander constantly refer...