Interpreting Brand Development as Entrepreneurship – The Role of Brand Strategies

Our research has been driven by theapparent lack of rigorous theory within thebranding literature. Theoretical concepts haveseldom been linked to business theory. Thisarticle presents an approach to branding whichlinks branding to different approaches toentrepreneurship and uncovers the essential roleof brand strategies when connecting branding tothe management literature. Strategy andbranding overlap and strategy linkscontemporary branding and entrepreneurshipliterature. There are various approaches toentrepreneurship which is relevant to theanalysis of brand strategies. For the sake ofsimplicity we have divided them into twostrands, the business school approach and theSchumpeter school. Essential to ourunderstanding of brands is the ability of brandsto decrease the transaction cost and reduce theinformation asymmetries between consumersand producers in the market. By relying onbrands the actors in the market can reduce theirsearch and information cost and the total cost ofperforming a market transaction