The article develops the three-dimensional brand perspective as an analytical framework for describing the subject area of branding from the perspective of marketing and branding professionals. The starting point is that the brand cannot be understood solely as the company's strategic property, as the consumer's mental representation or as a cultural sign. Rather, it should be analysed in the intersection between the company's attempts at management, the consumer's formation of meaning and the cultural and societal discourses in which the brand circulates. The framework is not used as a new all-explanatory branding theory, but as an orientation tool that can qualify the choice of theory and level of analysis. Based on (Heding et al., 2020), it is shown how their eight branding approaches can be linked to economic, identity-based, consumer-based, relational, community-oriented, cultural and sensory theories, respectively. The article argues that the strength of the model lies in its ability to clarify the type of brand problem a given case raises. At the same time, a significant limitation is pointed out: If all dimensions are activated uncritically, the analysis risks becoming broader than it is precise.