Exploring Brand Concepts from the Perspectives of Organizations and Customers

In the modern era, brands are widely researched and have various definitions, but generally, brands are approached from two main perspectives: the financial perspective of the organization and the customer’s perspective. According to researchers, there are various concepts of brands, but they can be grouped into 12 themes, including: brand as a symbol; brand as a legal tool; brand as a company; brand as an abbreviation; brand as a risk mitigation tool; brand as an identification system; brand as an image in the consumer’s mind; brand as a value system; brand as a personality; brand as a relationship; brand as added value; and finally, brand as a developing entity.