Brands and their Meaning Makers (original) (raw)

This chapter discusses the evolving nature of branding in a consumer-centric and culturally rich marketplace. It critiques traditional branding theories that overlook the dynamic co-creation of brand meaning by cultures, consumers, and corporations. The authors argue for a comprehensive approach that incorporates these elements into branding research, suggesting that contemporary marketing practices necessitate a re-evaluation of branding models to acknowledge the shift in power dynamics and the role of consumer agency.