<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>For almost 40 years, a specific form of brand management with scientific and practical resonance has been evolving in Germany, Austria, and Switzerland – along with a multitude of microeconomic schools and authors. This form of brand management goes by the term “Brand Sociology” and sees the brand as a Gestalt system of alliances. Brand Sociology fills a gap in the classical economic approach and makes it possible to understand the central target variables of brand management as social dynamics and to direct them in a targeted manner. The following article traces for the first time the foundations and history of a Gestalt sociological approach to brand research and relates its contribution in the field of interplay between Gestalt research, sociology, and identity-based brand economics.</p>
</abstract>

For almost 40 years, a specific form of brand management with scientific and practical resonance has been evolving in Germany, Austria, and Switzerland – along with a multitude of microeconomic schools and authors. This form of brand management goes by the term “Brand Sociology” and sees the brand as a Gestalt system of alliances. Brand Sociology fills a gap in the classical economic approach and makes it possible to understand the central target variables of brand management as social dynamics and to direct them in a targeted manner. The following article traces for the first time the foundations and history of a Gestalt sociological approach to brand research and relates its contribution in the field of interplay between Gestalt research, sociology, and identity-based brand economics.

Gestalt as a Determinant of Brand Management – A Sociological Perspective on Branding in German-Speaking Discourse

Gestalt Theory

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

For almost 40 years, a specific form of brand management with scientific and practical resonance has been evolving in Germany, Austria, and Switzerland – along...

Gestalt as a Determinant of Brand Management – A Sociological Perspective on Branding in German-Speaking Discourse

Published Online: Aug 31, 2021

Page range: 231 - 246

DOI: https://doi.org/10.2478/gth-2021-0019

Keywords
Brand management, Brand sociology, Trust as an economic factor

© 2021 Oliver Errichiello, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Gestalt as a Determinant of Brand Management – A Sociological Perspective on Branding in German-Speaking Discourse

Published Online: Aug 31, 2021

Page range: 231 - 246

DOI: https://doi.org/10.2478/gth-2021-0019

KeywordsBrand management, Brand sociology, Trust as an economic factor

© 2021 Oliver Errichiello, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Keywords
Brand management, Brand sociology, Trust as an economic factor