Abstract

Modern marketing recognizes that many different concepts can fall under the view of marketing, revolutions are no different. This research analyses, through a qualitative review of the literature, if and how revolutions can be considered as brands that can be communicated to its target customers (revolutionaries). Based on the analysis results, foundational premises are established and a theoretical model is developed to be further examined in future research. The originality of the paper is illustrated via focusing on branding revolutions, a concept that is rarely, if ever, underscored in the marketing literature. Furthermore, it sets up the foundation for future research in this direction.

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