Issue 2, 2008

Starov S. A. Brand: Definition, Essence, Evolution

In the Russian practice of brand management generally accepted norms of professional terminology still finally are not formed. This is witnessed at least by the fact that in the modern literature it is possible to meet simultaneously two ways of spelling the word «brand», i. e. «бренд» and «брэнд». Likewise in the theory of brand management there exist different interpretations of «brand» which are sometimes diametrically opposite as regards their content. No doubt it is not so easy to give a clear-cut definition of «brand» since the notion of «brand» is multifold. An attempt is made in this article to implement multifold and multilevel approaches to the definition of the notion of «brand» which would allow to consider not only formal but substantial features of «brand». The author explores the evolution of the notion «brand» to fill it with the new substantial features, taking into consideration changes of the external marketing sphere.

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