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The Process of Branding

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The Process of Branding. In the modern paradigm, the implication of branding has embodied the managerial action, where the branding strategy was highly tended towards a close managerial process. In the modern approach of brand strategy, firms were given more importance to the concept of brand equity to a company to increase its financial value (Veloutsou, 2009). But in the postmodern era, the cultural orientation of the brand has become the most important facet of marketing. Most companies believe that brand identity is an appraisal technique to influence product evaluation and target customers from different cultural backgrounds. Thus, the use of cultural oriented brand identification has become an important phenomenon of worldwide changes. In the postmodern era, the branding process of a firm should focus on cultural orientation rather than the managerial branding process.

From an etymological point of view, the term ‘modern’ originated from the Latin word ‘modo’ mean right now. Modernism was built on the assumption of rationality, where parameter from all spheres of life form organizations of the community. Thus, instead of religion, it was scientific embodies power where everything was proved by scientific formula and positivist method (Wattanasuwan, 2005). In modernism, the categories are clearly defined that, product design elicit short of psychological response from the customers and thereby, product design is a crucial aspect in product branding. Thus, companies that are believed to develop a branding image will bear the responsibility managerial decision. The epoch of modernizing defines the first half of the 20th century, i.e. the era of mass production. Many of the authors considered that this was the time when the postmodern era was started.

It is a challenging task to specify the actual meaning of the term postmodern and time of its birth. Xie et al. (2008) opined that postmodernism as an incredulity perception towards metanarratives.