PT  - JOURNAL ARTICLE
AU  - Berthon, Pierre
AU  - Pitt, Leyland F.
AU  - Chakrabarti, Ronika
AU  - Berthon, Jean-Paul
AU  - Simon, Mario
TI  - Brand Worlds
AID  - 10.2501/JAR-51-1-182-194
DP  - 2011 Mar 01
TA  - Journal of Advertising Research
PG  - 182--194
VI  - 51
IP  - 1 50th Anniversary Supplement
4099  - http://www.journalofadvertisingresearch.com/content/51/1_50th_Anniversary_Supplement/182.short
4100  - http://www.journalofadvertisingresearch.com/content/51/1_50th_Anniversary_Supplement/182.full
SO  - J Advert Res2011 Mar 01; 51
AB  - In this paper, the authors reflect upon the last half-century of branding research, offering both integration and insight. They chart how the understanding of brands has evolved from mark-through mimesis, expression, and symptom to self-organizing phenomenon. Using Popper's Three Worlds hypothesis, they show how the various fragmented streams of branding research can be integrated so that they complement and supplement each other. The authors then provide a prognosis on the future evolutions of brands and branding research.