Brandology - New Generation of Market(ing) Knowledge

Abstract

The paper argues for the need, at least theoretical, of “brandology” as detached knowledge in the marketing field. The idea is based on the observations and research in brand management practice in recent years which have demonstrated the increasing social life of brands, especially those with high level of brand equity. What is knowledge as a whole, scientific method and discipline is discussed, in the first place, and what are the advantages of brand knowledge, in the second. Together with distinguishing marketing and branding, semiotics is introduced as powerful enough tool in branding and brand equity’s examination and explanation. The “angel share” is an analogy suggested for better understanding the brand as social phenomenon. Finally, some suggestions are made for further development on how this “discipline” ought to be taught before the students, in order to create better understanding about the brand “nature”, and which looks at culture, marketing communications as well as social and consuming practices from different perspective. It needs intensive project-based and on-field research educational approach, counting on social and cultural studies more than on the conventional business, profit-based thinking.