Brand Worlds: From Articulation to Integration
Pierre Berthon
McCallum Graduate School of Business, Bentley College
Leyland F. Pitt
Segal Graduate School of Business, Simon Fraser University
Ronika Chakrabarti
Lancaster University Management School
Jean-Paul Berthon
Winchester School of Art, University of Southampton
Insights from
Mario Simon
Millward Brown Optimor
INTRODUCTIONIn the beginning was the word:
– en arche en ho logos,
Logos, logo, brand.
First and foremost, brands are about making distinctions. From the marking of cattle in ancient Egypt to modern-day behemoths such as Coke and McDonald’s, brands delimit, differentiate, and denote....