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There are many definitions of the "brand", yet a comprehensive theory of the brand construct is still missing. This paper is a step towards developing a theory for the brand construct. Through analysis of the literature and focused interviews with 20 leading edge brand consultants, we propose a concept of the brand as a multidimensional construct, matching a firm's functional and emotional values with the performance and psychosocial needs of consumers.
Chernatony et al. (Mon,) studied this question.