Branding Terminology – The Real Debate

Abstract

This article argues that there are strategic implications associated with our understanding and usage of marketing terminology, in particular the use of the word “brand”. It shows how the term “own‐label” has become meaningless and how the terms “manufacturer brand” and “distributor brand” are better descriptors. It further argues that even this distinction is not enough. The term “brand” itself may be too broad in its meaning to be useful. Given the variety of meanings and roles attributed to brands, yet more clarification is required. It is suggested that when a distinction is made between functional and representational brands then the marketing strategies which result may be very different. The need for such clarification is thus seen to be essential.

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