Exploring the brand of science: implications for science communication research and practice

Abstract

Research on branding seeks to uncover the emotional, sensory, and cognitive meanings when a person first encounters an object, person, or idea. This exploratory study uncovers how these meanings apply in the context of science, and why a branding framework is important for science communication theory and practice. Reporting on survey data collected in April and June 2021, our results suggest a consistent functional brand image for science, yet a more nuanced context for how different branding constructs relate to science.