Post on 06-Apr-2018
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Rosenbaum-Elliott, Percy, & Pervan:
Strategic Brand Management, 2nd
edition
Chapter 3: The Symbolic Meaningof Brands
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The postmodern consumer and
symbolic meaning
Consumers do not make consumption choices solelyfrom products utilities, that is what they actually do,
but also from their symbolic meanings, that is, whatthey communicate
Symbolic meaning
Self
Social
The meanings of consumer goods are grounded in
their social context and the demand for goods derivesmore from their role in cultural practices than from thesatisfaction of simple human needs.
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The postmodern consumer
and identity
Through the socialization process we learn not only to agree onthe shared meanings of some symbols but also to developindividual symbolic interpretations of our own
Narrative identity theory
in order to make time human and socially shared, we requirea narrative identity for our self
Internalexternal dialectic of identification
Self identity must be validated through social interaction
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Identity and self- symbolicconsumption
Symbolic consumption helps us to categorizeourselves in society
Possessions can also be part of a process ofsymbolic self- completion
There can be different and inconsistent culturalmeanings to a brand depending on the extent towhich we share the collective imagination
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Lived versus mediatedexperience
Lived experience
Practical activities and face- to- face encounters in oureveryday lives
What we see as reality
Mediated experience The consumption of media products allowing us to
experience events which are spatially and temporally distantfrom the practical context of daily life.
Recontextualized experience
Advertising, movies etc...
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Symbolic meaning, advertising,
and brands
Advertising is a potentsource of valuedsymbolic meanings
Advertising is both ameans to transfer orcreate meanings intoculture and a culturalproduct itself.
See SuperGa Ad
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Identity and social- symbolic
consumption
The symbolism of consumption is almost always sociallyconstructed.
Even the meaning of advertising can become sociallyshared after discussion with others, See Fig 3.1.
Discuss Pot Noodle campaign
The process of the consumption of the mediatedexperience of brand advertising, the lived experience ofthe purchase and usage of brands and the two realms of
self- symbolism and social- symbolism is illustrated in Fig.3.2.
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Pot Noodle campaign
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Figure 3.1
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Figure 3.2
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Some implications forbrand strategy
Brands, trust, and fragmentation
Brands offer consistency in an ever- changing world and thisreassurance is a vital element in their added value
Brands and deep meaning
Brands can evoke profound feelings of nostalgia
We have periods in our life of heightened sensitivity
Adolescence, see Levis Ad
Brand rituals
Brandfests
Subcultures
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Levis Ad