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)
Table of Contents
- 1. Introduction
- 2. Symbolic & Functional Positioning of Brands
- 3. Brand Symbolism & Brand Familiarity
- 4. Self Concept and Self Image Congruity
- 4.1 Congruity and Consistency
- 5. Status & Conspicuous Consumption of Brands
- 5.1 Social Status Demonstration
- 6. Brands & Fashion
- 6.1 Fashion Leadership & Imported Apparel
- 6.2 Fashion Involvement & Self Monitoring
- 7. Managerial Implications for Fashion Brands Marketers
Objectives and Key Themes
This work aims to explore the symbolic use of brands, particularly within the fashion industry. It investigates how brands are positioned to meet both functional and symbolic consumer needs, the relationship between brand symbolism and brand familiarity, and the role of self-concept and self-image congruity in brand choice. The study also examines the connection between brands, status, and conspicuous consumption.
- The symbolic and functional positioning of brands.
- The relationship between brand symbolism, brand familiarity, and consumer behavior.
- The influence of self-concept and self-image congruity on brand choice.
- The role of brands in signaling social status and conspicuous consumption.
- Managerial implications for fashion brand marketers.
Chapter Summaries
1. Introduction: This introductory chapter sets the stage by highlighting the increasing importance of brands in shaping individual identity and consumer achievement. It emphasizes the crucial role of consistent image building in successful brand marketing and underscores the significant economic value of strong brand images. The chapter establishes the core argument that a company's economic success is frequently linked to the strength and recognition of its brand name, enabling differentiation and improved competitiveness. This sets the framework for exploring the deeper connections between brands and consumer behavior explored in subsequent chapters.
2. Symbolic & Functional Positioning of Brands: This chapter delves into the classification of consumer needs as either functional or symbolic, drawing on the work of Park, Jaworski, and MacInnis (1986). It differentiates functional needs, related to practical consumption, from symbolic needs linked to self-image and social identification. The chapter introduces the concept of a "brand concept" as an abstract meaning that identifies a brand. It argues that brands should be positioned to cater to either functional or symbolic needs, but not both simultaneously, to avoid consumer confusion and facilitate effective brand image management. The chapter uses examples such as Casio (functional) and Movado (symbolic) to illustrate this distinction, laying the groundwork for further empirical analysis of this key argument.
3. Brand Symbolism & Brand Familiarity: This chapter explores the multifaceted nature of brand and product symbolism, emphasizing the emotional connections consumers forge with products. It discusses how brands act as symbols, conveying meaning on cultural, group, and individual levels. The concept of brand familiarity, or subjective knowledge, is introduced as a strong motivator of purchase behavior. The chapter highlights the importance of brand familiarity for marketers, suggesting strategies to increase consumer recall and recognition, such as memorable slogans and tunes. It also points out that brand familiarity can extend to various aspects of the brand experience, including retail price, packaging, and points of purchase, illustrating the depth of understanding consumers may have of their favored brands.
4. Self concept and self image congruity: This chapter focuses on the multidimensional nature of self-concept and its influence on consumer behavior. It defines self-concept as the collection of attitudes and perceptions individuals hold about themselves. The chapter explains how differing self-perceptions impact purchasing decisions and brand status allocation, linking internal self-image to external expressions through product choices and brand associations. This is further clarified by discussing the influence of independent vs. group self-concept and the resulting consumer behaviors regarding luxury goods.
6. Brands & Fashion: This chapter examines the interplay between brands and fashion, exploring the relationship between fashion leadership, imported apparel, fashion involvement, and self-monitoring. It analyzes how consumers utilize fashion brands to express themselves and project a desired image, linking fashion choices to the broader themes of self-concept and symbolic consumption. The chapter likely integrates the concepts of functional and symbolic brand positioning within the context of fashion trends and consumer preferences.
Keywords
Brand symbolism, brand positioning, consumer behavior, self-concept, self-image congruity, conspicuous consumption, social status, fashion brands, brand familiarity, functional needs, symbolic needs, brand image, market segmentation.
Frequently Asked Questions: A Comprehensive Language Preview
What is the main topic of this text?
This text explores the symbolic use of brands, particularly within the fashion industry. It examines how brands are positioned to meet functional and symbolic consumer needs, the relationship between brand symbolism and brand familiarity, and the role of self-concept and self-image congruity in brand choice. The study also investigates the connection between brands, status, and conspicuous consumption, and offers managerial implications for fashion brand marketers.
What are the key themes explored in this text?
The key themes include the symbolic and functional positioning of brands; the relationship between brand symbolism, brand familiarity, and consumer behavior; the influence of self-concept and self-image congruity on brand choice; the role of brands in signaling social status and conspicuous consumption; and managerial implications for fashion brand marketers.
What chapters are included in this text, and what are their main focuses?
The text includes the following chapters:
- Chapter 1: Introduction: Sets the stage by highlighting the importance of brands in shaping individual identity and the economic value of strong brand images.
- Chapter 2: Symbolic & Functional Positioning of Brands: Classifies consumer needs as functional or symbolic and argues that brands should cater to one or the other, not both simultaneously.
- Chapter 3: Brand Symbolism & Brand Familiarity: Explores the emotional connections consumers forge with products and the importance of brand familiarity for marketers.
- Chapter 4: Self concept and self image congruity: Focuses on the multidimensional nature of self-concept and its influence on consumer behavior and brand choice.
- Chapter 5: Status & Conspicuous Consumption of Brands: (Summary not provided in the preview) Explores the link between brands, status, and conspicuous consumption.
- Chapter 6: Brands & Fashion: Examines the interplay between brands and fashion, exploring fashion leadership, imported apparel, fashion involvement, and self-monitoring.
- Chapter 7: Managerial Implications for Fashion Brands Marketers: (Summary not provided in the preview) Offers practical advice for marketers based on the research findings.
What is the significance of brand symbolism and brand familiarity?
Brand symbolism conveys meaning on cultural, group, and individual levels, creating emotional connections with consumers. Brand familiarity, or subjective knowledge, is a strong motivator of purchase behavior, and marketers can utilize strategies to increase consumer recall and recognition.
How does self-concept influence brand choice?
Self-concept, encompassing attitudes and perceptions individuals hold about themselves, significantly impacts purchasing decisions and brand status allocation. Differing self-perceptions influence how consumers allocate brand status and the types of brands they choose.
What is the role of brands in status and conspicuous consumption?
The text explores how brands are used to signal social status and facilitate conspicuous consumption, linking brand choices to self-image and social identity. (Detailed explanation not provided in the preview).
What are the key managerial implications for fashion brand marketers?
The text offers managerial implications for fashion brand marketers based on the research findings, although the specific implications are not detailed in this preview.
What are the keywords associated with this text?
Brand symbolism, brand positioning, consumer behavior, self-concept, self-image congruity, conspicuous consumption, social status, fashion brands, brand familiarity, functional needs, symbolic needs, brand image, market segmentation.
- Quote paper
- Mag.Bakk Florian Meisel (Author), 2007, Symbolic use of brands, Munich, GRIN Verlag, https://www.grin.com/document/115560
