The emergence of branding as a useful metaphor and new prespective to give insight into our choices of how and where to present our ideas is discussed. Brands help the consumer to organize their understanding of the commercial world, pass information to each other and to allocate their resources to meet their needs. The database research consumers effectively allocate their scarce time resources by relying on brands. Branding is used as a way of thinking about how to best communicate your ideas and insights to the consumers.
ASJC Scopus subject areas
- Information Systems