What makes brands achieve iconic status?

A Eisingerich, H Kadwani, N Manek, S Raghuvanshi, J Rayet, L-F Seow and D Zeloof

Working Papers from Imperial College, London, Imperial College Business School

Abstract: We propose that brands do not achieve iconic status by chance. This article focuses on how brands manage iconic status effectively. Drawing on an exploratory study of iconic brands, we identify a brand's ability to inspire consumers and connect with them on a personal level as well as its visual identity and presence in consumers' mind as critical elements of brand status. Consumers' perceptions of a sample of brands were investigated through in-depth interviews, followed by the examination of these brands' activities through case-study analyses. The alignment between brand strategies and the relevant features highlighted by consumers was then assessed. A comprehensive framework for achieving iconicity is presented and discussed.

Date: 2009-08-31
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Persistent link: https://EconPapers.repec.org/RePEc:imp:wpaper:4219

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