Multidisciplinary Perspectives in Approaching Brands and Expressing Place Identity
Multidisciplinary Perspectives in Approaching Brands and Expressing Place Identity

Summary/Abstract: This article aims to present, in a synthetic and theoreticalmanner, the perspectives associated with the theory of branding, such aseconomics, psychology, public relations, sociology, and the ways in which brandsbecome icons through creative interaction with their environment and theapplicability of the model in the sphere of place branding. Within the sociologicalapproach, there is a certain paradigmatic position, as part of the interdisciplinarysocial theory of neo-Marxism, a school of thought that expresses a moderateposition, with socio-economic influences, between the cultural approach and thetheory of iconic brands, and the postmodern anti-branding movement, bothpositioned in a constructivist-interpretivist paradigmatic scheme, the latter beinganalysed in the second part of the article.

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