Abstract

CEPEDA-PALACIO, Samuel David. Current scope on brand concept. A comparative study throughout history. Entramado [online]. 2014, vol.10, n.2, pp.128-142. ISSN 1900-3803.

The current economic context shows brands as one of its most relevant protagonist, as elements able to promote consumption and generate impacts in different spaces of the society, it is then necessary to study the different conceptions of brands with the purpose of consider the reach of distinctive signs in the actual global culture. By using the constant comparison method which included experts interviews, documental research and triangulation with theoretical referents, it is possible to see the way brands change their present reach, which is bigger day by day and possess an effect that expands through many disciplines and social spheres.

Keywords : Brands; signs/symbols; brand identification; perception; social transformations.

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