| Autor: |
Eisingerich, A, Kadwani, H, Manek, N, Raghuvanshi, S, Rayet, J, Seow, L-F, Zeloof, D |
| Rok vydání: |
2009 |
| Předmět: |
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| Popis: |
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. Working Paper |
| Databáze: |
OpenAIRE |
| Externí odkaz: |
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