The systems model of branding

This model argues that branding constitutes a relationship between the brand as a system, and the brand as a concept.

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 is created when communicative actions of a brander (organisation) and brand users are connected to each other. It has the following characteristics:

  1. Self organisation and self reference. The branding system reproduces itself by the fact that the communicative actions of the brander constantly refer...

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