Towards a new concept of ‘brand’: the alter-brand

Abstract

The term ‘brand’ reflects a complex
and unstable concept. In a context of
crises, we are entitled to wonder about
the future of the brand : is it going to
evolve towards an alternative model
more in line with the current societal
changes ? Our reflection falls within the
field of Information and Communication
Sciences by studying the evolution of the
concept of brand from a socio-semiotics
point of view. When considering the
brand as a system in its own right, the
alter-brand would constitute the appropriate meta-system to the crisis.