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 Topics
This academic paper explores the complex psychological and social drivers behind consumer brand choices, specifically focusing on the interplay between symbolic and functional needs within the fashion industry. It investigates how brand perception, self-identity, and status motivations influence purchasing behavior and managerial strategies.
- The distinction between symbolic and functional brand positioning.
- The impact of self-concept and self-image congruity on consumer behavior.
- The psychological motivations behind status-seeking and conspicuous consumption.
- The role of fashion leaders and self-monitoring in brand engagement.
- Strategic implications for marketers regarding brand image management.
Excerpt from the Book
3. Brand Symbolism & Brand familiarity
Brand and product symbolism is what the product means to consumers and the broad spectrum of feelings they experience in purchasing and using it, such as excitement and pleasure. Leiss et al. (1986) describes products as symbols, with connected meanings which define what is valued by the consumer. Brands possess symbolic properties which are user by individuals to convey meaning on three levels: cultural level, group level through shared social meanings and individual levels through self concepts. (Aron O’ Class, 2002)
Brand familiarity, also referred to as subjective knowledge, is described in terms of what a consumer thinks he/she knows about a product, brand or object. (Flynn and Goldsmith 1999)
Subjective knowledge is believed to be a strong motivator and predictor or purchase related behavior, which can be a usefull information to marketers interested in developing strategies based on consumer levels of familiarity with their brands.
This might include creating catchy slogans and tunes that people can easily remember, wherby the slogan, music or song is directly associated with the brand. (Aron O’ Class, 2002)
Summary of Chapters
1. INTRODUCTION: Highlights the critical role of brands in creating individual identity and the importance of consistent image-building campaigns for economic success.
2. SYMBOLIC & FUNCTIONAL POSITIONING OF BRANDS: Explains how consumer needs are split into practical (functional) and self-image-related (symbolic) motivations.
3. BRAND SYMBOLISM & BRAND FAMILIARITY: Examines how consumers derive meaning from products and how subjective knowledge about a brand influences purchasing behavior.
4. SELF CONCEPT AND SELF IMAGE CONGRUITY: Discusses the multidimensional construct of the self and how the alignment between brand image and self-concept affects consumer decisions.
4.1 CONGRUITY AND CONSISTENCY: Explores the psychological mechanisms behind why consumers prefer products that enhance their self-esteem and self-consistency.
5. STATUS & CONSPICUOUS CONSUMPTION OF BRANDS: Analyzes the use of luxury goods as signals of wealth and social success.
5.1 SOCIAL STATUS DEMONSTRATION: Focuses on status consumption as a driver for individuals to engage in specific consumption patterns to signify their position in society.
6. BRANDS & FASHION: Addresses fashion as a central cultural and personal mode of expression that influences everyday consumption decisions.
6.1 FASHION LEADERSHIP & IMPORTED APPAREL: Defines fashion leaders as trendsetters who influence others and possess higher confidence in their own taste.
6.2 FASHION INVOLVEMENT & SELF MONITORING: Utilizes the self-monitoring scale to distinguish between "chameleons" and "leopards" in their fashion behavior.
7. MANAGERIAL IMPLICATIONS FOR FASHION BRANDS MARKETERS: Provides actionable advice on how to position brands effectively by managing symbolic and functional associations.
Keywords
Brand Symbolism, Functional Positioning, Self-Concept, Self-Congruity, Status Consumption, Conspicuous Consumption, Fashion Leadership, Self-Monitoring, Brand Familiarity, Consumer Behavior, Brand Image, Market Positioning, Imported Apparel, Luxury Goods, Psychographics
Frequently Asked Questions
What is the core focus of this research?
The paper examines how brands function as symbolic tools for consumers to create identity, demonstrate social status, and align with their self-concept, particularly within the fashion industry.
What are the primary thematic areas covered?
Key themes include brand positioning (symbolic vs. functional), the role of self-image, the psychology of conspicuous consumption, and the influence of opinion leaders on fashion trends.
What is the central research objective?
The aim is to provide a deeper understanding of consumer behavior dynamics so that marketers can improve brand strategies and effectively communicate brand value to target audiences.
Which scientific methods are primarily utilized?
The work is a theoretical review that synthesizes various existing academic studies, psychological scales (like the self-monitoring scale), and empirical research findings related to marketing and consumer sociology.
What does the main body of the work address?
It covers the definition and management of brand concepts, the psychological mechanisms behind luxury consumption, and the specific behavioral patterns of fashion leaders versus followers.
Which keywords best characterize this work?
Core keywords include Brand Symbolism, Self-Concept, Conspicuous Consumption, Fashion Leadership, and Self-Monitoring.
How do "chameleons" and "leopards" differ in their shopping habits?
Chameleons (high self-monitors) adjust their behavior to fit into social surroundings and are often less loyal to brands, while leopards (low self-monitors) remain true to themselves and their preferences regardless of social pressure.
Can a brand be both functional and symbolic?
Yes, while early theories suggested focusing on one for clarity, recent evidence indicates that successful brands can effectively manage both functional and symbolic concepts simultaneously.
Why is "Made in..." origin an issue for American fashion brands?
Research indicates that consumers, especially fashion leaders, sometimes view imported apparel as more durable and attractive, suggesting a branding challenge for domestic producers.
- Citation du texte
- Mag.Bakk Florian Meisel (Auteur), 2007, Symbolic use of brands, Munich, GRIN Verlag, https://www.grin.com/document/115560
