Essence: the structure and dynamics of the brand1

Chris Barnham
Chris Barnham Research and Strategy

INTRODUCTION

Several commentators (Grant 2002; Chevalier & Mazzalovo 2004) would agree that the nature of the brand has changed significantly in the last two decades. In the early years of marketing, a brand was simply the name that a manufacturer attached to a product. But, as consumers have become more sophisticated, so the brand has become more of an entity in its own right it has gained a complexity that was hitherto absent. The successful brand is now expected to have a personality and a vision of the world; it needs to have authenticity and substance. The reasons for this shift in consumer perceptions relate to the changing dynamics of brand communications and have been discussed in a previous paper (Barnham 2008).