Brand Worlds: From Articulation to Integration

In this paper, the authors reflect upon the last half-century of branding research, offering both integration and insight.

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


In 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....

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