Instantiation: reframing brand communication

This paper discusses how brands, and their values, become established in the mind of the consumer. The AIDA model of brand communication is now widely rejected within the marketing community.

Instantiation: reframing brand communication

Chris BarnhamChris Barnham Research and Strategy


How do brands communicate with consumers? This is a question that runs to the very heart of the marketing process and it has attracted much attention in recent years. In order to understand some of the issues involved we need, however, to identify where our models of brand communication have come from and, in particular, how strongly they are linked to our underlying theories of perception. This should be our starting-point in understanding the process of so-called 'brand communication'.

The conceptual landscape in...

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