Branding Unifies the Symbolic and Functional Character of a Business

Modern brands operate in a cultural space: they focus on building fans before they create customers and look to establish their social cachet and creative identity rather than focusing on traditional marketing goals of positioning themselves to potential customers. An effective brand will find coherence between its cultural and symbolic identity and its strategic growth. The internal and external culture that accumulates around the brand should be unified, and the brand should ensure that all goods and services provided by the brand echo its values.



Andjelic, Ana. “The Modern Brand OS.” The Sociology of Business (blog), June 22, 2020.