Brand Externalities: A Taxonomy

Author:

Padela Shoaib M. Farooq1ORCID,Wooliscroft Ben1ORCID,Ganglmair-Wooliscroft Alexandra2

Affiliation:

1. Auckland University of Technology, Auckland, New Zealand

2. Massey University, Auckland, New Zealand

Abstract

Brands are ubiquitous and adorn contemporary marketing systems. Modern branding practices spawn contradictory social mechanisms, value co-creation and value co-destruction. This paper considers the societal implications, including personal, psychological, social, ecological, and economic consequences of branding. It posits brand externalities as meaning-led discrepancies and symbolic spill-overs igniting mechanisms detrimental to the integrity of the social system. Brand externalities accompany the assortment of brands in contemporary marketing systems. We propose a taxonomy of brand externalities and elucidate societal consequences of branding upon brand exchange actors themselves, their immediate others, future others and general others. This stakeholder orientation sets a future research agenda and calls for redefining branding from the system’s perspective.

Publisher

SAGE Publications

Subject

Marketing

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