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首页> 外文期刊>Journal of institutional economics >From Quaker Oats to Virgin Brides: Brand capital as a complex adaptive system
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From Quaker Oats to Virgin Brides: Brand capital as a complex adaptive system

机译：从桂格燕麦到处女新娘：品牌资本作为一个复杂的适应系统

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摘要

We examine brand building from the perspective of complex adaptive systems. Brand building is a neglected engine of capital formation, innovation and institutional change in market economies. The nature of brands and the service streams they generate have been construed too narrowly. Brands are capital: entrepreneurs use brands as market-making devices that create value and capture profit, while consumers use brands to derive psychic income and lifestyle benefits. Brands are building blocks that can be combined in production to fill perceived gaps in brand architectures and capital structures. These structures are themselves complex adaptive systems. In an era of digital technological platforms, complex generative networks are the institutional locus of brand creation and brand extensions. Innovation in brand building is a socially distributed, service-intensive and interpretive process; it entails combinatorial experiments in resource integration by heterogeneous and socially connected actors, such as entrepreneur-producers, end-users and distributors. Legal brand owners never have total control over their brands - customer networks often exercise substantial de facto control rights (economic property rights) over the use and transformation of brands. Both the entire branding system (as a form of organization) and individual iconic brands can crystallize into relatively stable institutions that orient and coordinate market behaviour.
机译：我们从复杂的自适应系统的角度研究品牌建设。品牌建设是市场经济中资本形成，创新和制度变革的被忽略的引擎。品牌的性质及其产生的服务流的定义过于狭窄。品牌是资本：企业家将品牌用作创造价值并获取利润的做市工具，而消费者则使用品牌来获得心理收入和生活方式收益。品牌是可以在生产中组合起来的组成部分，以填补品牌架构和资本结构方面的空白。这些结构本身就是复杂的自适应系统。在数字技术平台时代，复杂的生成网络是品牌创造和品牌扩展的机构所在地。品牌建设的创新是一个社会分布，服务密集和解释性的过程；它需要由企业家，生产者，最终用户和分销商等异类和社会联系的参与者进行资源整合的组合实验。合法的品牌所有者永远无法完全控制自己的品牌-客户网络经常会对品牌的使用和转化行使实质性的实际控制权（经济财产权）。整个品牌体系（作为一种组织形式）和单个标志性品牌都可以凝结为相对稳定的机构，以定向和协调市场行为。

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