Symbolic use of brands

Dossier / Travail de Séminaire , 2007 , 16 Pages , Note: 2

Gestion d'entreprise - marketing en ligne et marketing hors ligne

Increasingly, brands are seen as important in creating individual identity, a sense of
achievement and individuality for consumers. It is clear that positioning a brand
trough a clear and consistent image building campaign is a cornerstone of brand
marketing.
It is also evident that certain brand dimensions and associations lead to increased
marketplace recognition and economic success for brand owners, as a result the
value consumers place on them. Marketers spend millions of dollars each year to
identify well defined, strong brand images and to support them.
A company’s economic superiority is frequently implied by the strength of its brand
name giving it the ability to differentiate itself and improve its competitiveness.
(Nykiel, 1997) Park, Jaworski and MacInnis (1986) noted that consumer needs could be classified
in functional or symbolic needs. The functional needs are related to specific and
practical consumption problems, whereas symbolic needs are related to self image
and social identification. (Subodh Bhat, 1998)
Therefore they mentioned that all brand should have a “brand concept”, which is an
overall abstract meaning that identifies a brand.
Also, there are different types of motivations among each individual, and these
motivations drives their needs either to be functional or symbolic in nature. Thus,
functional needs of consumers could be exploited with a functional brand, one
positioned with a functional brand concept. A brand could be also positioned as a
“symbolic” brand for consumers who whish to enhance their self image or their social
image. (Park, 1991)

Inhaltsverzeichnis

• INTRODUCTION.
• SYMBOLIC & FUNCTIONAL POSITIONING OF BRANDS
• BRAND SYMBOLISM & BRAND FAMILIARITY
• SELF CONCEPT AND SELF IMAGE CONGRUITY
  • CONGRUITY AND CONSISTENCY
• STATUS & CONSPICUOUS CONSUMPTION OF BRANDS.
  • SOCIAL STATUS DEMONSTRATION.
• BRANDS & FASHION.
  • FASHION LEADERSHIP & IMPORTED APPAREL
  • FASHION INVOLVEMENT & SELF MONITORING
• MANAGERIAL IMPLICATIONS FOR FASHION BRANDS MARKETERS
• SUMMARY
• REFERENCES

Zielsetzung und Themenschwerpunkte

This seminar paper aims to explore the symbolic use of brands in the context of fashion and brand marketing. It delves into the relationship between brand symbolism, consumer self-concept, and the role of brands in conveying social status and individual identity.

• Symbolic and Functional Positioning of Brands
• Brand Symbolism and Brand Familiarity
• Self-Concept and Self-Image Congruity
• Status and Conspicuous Consumption of Brands
• Brands and Fashion

Zusammenfassung der Kapitel

The paper begins by introducing the concept of brands as tools for creating individual identity and a sense of achievement for consumers. It highlights the importance of consistent brand image building in achieving marketplace recognition and economic success.

Chapter 2 explores the distinction between functional and symbolic needs in consumer behavior. It argues that brands should be positioned to cater to either one of these needs, but not both, to avoid confusion and competition.

Chapter 3 delves into the concept of brand symbolism and brand familiarity. It explains how brands possess symbolic properties that consumers use to convey meaning on different levels, from cultural to individual. The chapter also discusses the role of subjective knowledge in influencing consumer behavior.

Chapter 4 examines the relationship between self-concept and self-image congruity. It explains how consumers' perceptions of themselves influence their purchase behavior and their perception of brand status.

Chapter 5 explores the concept of status and conspicuous consumption of brands. It discusses how consumers use brands to demonstrate their social status and how this behavior is influenced by factors such as self-monitoring and fashion involvement.

Chapter 6 focuses on the managerial implications for fashion brand marketers. It provides insights into how marketers can leverage brand symbolism and consumer self-concept to create successful fashion brands.

Schlüsselwörter

The keywords and focus themes of the text include brand symbolism, brand positioning, consumer behavior, self-concept, self-image congruity, status, conspicuous consumption, fashion, and brand marketing. The paper explores how brands are used to convey meaning, create identity, and influence consumer choices in the context of fashion and brand marketing.

• Université: University of Vienna (Marketing )
• Cours: Special Topics in Fashion and Brand Marketing
• Note: 2
• Auteur: Mag.Bakk Florian Meisel (Auteur)
• Année de publication: 2007
• Pages: 16
• N° de catalogue: V115560
• ISBN (ebook): 9783640181186
• ISBN (Livre): 9783640181261
• Langue: anglais
• mots-clé: Symbolic, Special, Topics, Fashion, Brand, Marketing