Philosophy of Branding: Great Philosophers Think Brands
Kogan Page | 2004-06 | ISBN: 0749441933 | 176 pages | File type: PDF | 1,5 mb

Great Philosophers Think About Brands
Although most of the philosophers whose ideas are contemplated throughout The Philosophy of Branding predate the concept of branding as it is discussed today, marketing expert Thom Braun believes it does not matter. Philosophy is the rational investigation of being, knowledge and right conduct, he writes, but these things also "lie at the heart of brands and branding in some shape or form." To get at this heart of branding, Braun takes some liberties with the philosophers to whom he refers - Socrates, Wittgenstein, Plato, Rousseau, Hegel, Nietzsche, Aristotle and others - and dissects their philosophies to extract many fundamental principles for the development and management of brands.
In Braun's short book about the concepts that comprise brands and branding, he provides a context for the differing thoughts of many philosophers from a variety of eras. He explains that branding and Western philosophy both began with the Ancient Greeks, and starts his book by introducing readers to Heraclitus, who said, "A hidden connection is stronger than an obvious one." The connection between philosophy and branding is certainly not obvious, Braun writes, but is arguably strong.

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