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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

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