Oneself as Another

Benoît Heilbrunn
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Benoît Heilbrunn: ESCP Europe

Chapter 3 in Market Mediations, 2015, pp 98-125 from Palgrave Macmillan

Abstract: Abstract A brand immediately raises a paradox because of the often-contradictory expectations customers develop with regard to it. Indeed, the primary function of a brand is to enable clients to find it — in an uncertain world saturated with news and information — by providing guarantees and reassurance. This inertia pushes brands to maintain some longevity, both in its products and in its actions. However, a brand cannot afford to continue making the same products and sending the same messages infinitely, at the risk of boring its customers. Paradoxically, this constraint leads brands to continuously renew themselves in order to surprise, engage and entertain their customers. A necessary innovative strength thus obliges any brand to break away from its old habits while not losing any major character traits. It is precisely at the crossroads of this inertial force and the force of tearing away that one may understand the issue of identity. Managing identity requires any brand to guarantee consistency over time, while always knowing how to surprise its customers to maintain their curiosity and desire in keeping the right pace between repetition and surprise, reassurance and the unexpected. This consideration of two principles that may appear antagonistic raises the question of brand identity. How can a brand meet these two contradictory constraints imposed by marketing ideology? The answer: stay up to date to be recognizable, while incorporating the necessary scansions and breaks to stimulate consumer interest.

Keywords: Brand Personality; Brand Extension; Brand Manager; Narrative Identity; Invariant Relationship (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-50998-7_4

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DOI: 10.1057/9781137509987_4

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