Journal of the Academy of Marketing Science

, Volume 37, Issue 3, pp 328–344 | Cite as

The evolving brand logic: a service-dominant logic perspective

  • Michael A. Merz
  • Yi He
  • Stephen L. Vargo
Conceptual/Theoretical Paper


The meanings of brand and branding have been evolving over the past several decades. This evolution is converging on a new conceptual logic, which views brand in terms of collaborative, value co-creation activities of firms and all of their stakeholders and brand value in terms of the stakeholders’ collectively perceived value-in-use. The authors argue that this new logic parallels and reflects the related, evolving service-dominant (S-D) logic in marketing. They provide an historical account of the branding literature, organize it into eras, and connect it to the evolution in marketing as captured by S-D logic. The analysis provides further support for the S-D logic of marketing and suggests a related research agenda for furthering the understanding of brand and branding. It also suggests that marketing managers might benefit from investing resources in building strong brand relationships with all of their stakeholders and a service-dominant firm philosophy built around brand value co-creation.


Service-dominant logic Goods-dominant logic Branding Brand creation Brand evolution Brand value Brand logic Co-creation of brands Co-creation of value 



The authors would like to thank the editor, guest editor, and reviewers for their very constructive comments on earlier versions of this manuscript.


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Copyright information

© Academy of Marketing Science 2009

Authors and Affiliations

  1. 1.Department of Marketing and Decision Sciences, College of BusinessSan José State UniversitySan JoseUSA
  2. 2.Department of Marketing and Entrepreneurship, College of Business and EconomicsCalifornia State University, East BayHaywardUSA
  3. 3.Shidler College of BusinessUniversity of Hawai`iHonoluluUSA

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