Brand iconisation in the social media era

Brian Whelan
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Brian Whelan: Assistant Professor of Marketing, USA

Journal of Brand Strategy, 2021, vol. 10, issue 2, 171-177

Abstract: Branding is the method by which companies create an identity for their products or services, with the aim of forming a deep emotional connection with their consumers, and iconic brands enjoy intensely loyal consumer bases with high emotional attachment levels; however, the rapid proliferation of social media and user-generated content is shifting the way in which consumers, particularly younger consumers, interact with brands. If companies fail to manage this changing paradigm properly, today’s iconic brands may find themselves relegated to the historical archive of failed brand icons — a cautionary tale to those brands seeking to rise to iconic status in the social media era. The goal of this paper is to illuminate the changing paradigm of iconic brand creation in an increasingly socially connected world, and stimulate discussion around understanding the influence of consumer-driven social media activity on iconic brand creation.

Keywords: branding; user-generated social media content; iconic brands; social media; consumer perceptions; emotional brand attachment (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2021:v:10:i:2:p:171-177

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