Characteristics of brands and place branding on the internet

• Author: V.-A. Briciu/A-M. Gulpe
• Position: Transilvania University of Brasov/Transilvania University of Brasov
• Pages: 113-124

Bulletin of the Transilvania University of Braşo v

Series VII: Social Sciences • Law • Vol. 11 (60) No. 1 - 2018

CHARACTERISTICS OF BRANDS AND PLACE

BRANDING ON THE INTERNET

V.-A. BRICIU1 A-M. GULPE2

Abstract: This study aims to clarify the concepts of brand and branding in

the new Internet environment, as complex processes that can be applied

anywhere: to a physical good, a service, a store, an organization, an idea or

a place. Assuming that brands have deeper meanings for consumers than

the basic characteristics of the product or service being offered, the branding

process is also defined in the context of places, in an effort to build a

relationship with the customer and make emotional connections. Place

branding perspectives are discussed, as it does not involve tourism only. It

also involves the economic and socio-political sector as well as the historical

perspective of the place.

Key words: brand, Internet, Cyberspace, place branding.

1. Introduction. Defining the Brand

The term brand derives from an Old Norse word “brandr” whic h means “to burn”. This

of course references the ancient practice of using heated irons to mark burn livestock

for identification purposes (Maurya and Mishra, 2012, p.122). O n the other hand, the

process of “branding has been around for cent uries as a means to distinguish the goods

of a producer from those of another” (Kotler apud Willy, 2006, p.274).

Perhaps the earliest instance of branding is the marking of the slaves and criminals in

ancient times for identification purposes. Within this c ontext, branding has been

associated with “power, control, a sign of ownership indicated through marking a brand

physically on the body and property” (Stone and Desmond, 2007, p. 202). The earliest

forms of branding in Europe are considered to be the medieval guilds’ trademarks on

the products. The trademarks would protect both craftsmen and customers from low

quality products (Kotler, 2006, p.274).

Brand is a complex phenomenon. As a result there is a wide range of definitions

explaining it. According to the American Marketing Association a brand is a “name, term,

sign, symbol, or design, or o combination of them, intended to identify the goods or

services of one seller or group of sellers and to differentiate them from those of

competitors” (Kotler, 2006, p.274). The Business Dictionary defines brand as a “unique

1 Transilvania University of Braşov, victor.briciu@unitbv.ro

2 Transilvania University of Braşov, ana.gulpe@student.unitbv.ro.