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The polytheism of branding: evaluating brands through their worship

The polytheism of branding: evaluating brands through their worship

Wilson, Jon A.J. and Liu, Jonathan (2010) The polytheism of branding: evaluating brands through their worship. In: Second International Conference on Brand Management (ICBM 2010), 8-9 Jan 2010, Institute of Management Technology (IMT), Ghaziabad, Agra, Uttar Pradesh, India. (Unpublished)

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Abstract

Purpose:
The purpose of this paper is to review current literature and practices concerning the evaluation of a brand’s resonance within brand relationships and communities; and the subsequent reciprocal effects experienced by those consumers and organisations involved. The aim is to both stimulate discussions and encourage further thinking - in a field where globalisation and cross-cultural interactions appear to be impacting on how brands are defined, perceived and consumed.

Design/methodology/approach:
Inductive reasoning and syllogisms, as a basis for conceptual metaphor theory and critical discourse analysis. Evidence gathered from structured and systematic literature reviews - supported by anecdotal evidence; personal observations and experience; and existing empirical data.

Research limitations/implications:
As this is a conceptual paper, it is limited at times by reviewing existing empirical data and having to draw from a wide range of cross-disciplinary sources.

Practical implications:
It is suggested that further empirical research in this field is required; in order to fill gaps in understanding, consolidate existing thinking, and devise additional theoretical frameworks. This would prove of benefit to both academics and practitioners alike.

Originality/value:
A new perspective is being proposed as to how a brand’s value, its personality and resonance amongst consumers can be evaluated. From this, a new dimension is being added to the way in which brand value is perceived and subsequently communicated. Furthermore, it is felt that brand value calculations should be reflective of the more figurative and symbolic effects possessed by the brands themselves, which gift them unique and vertical success factors. The authors introduce two new terms into the field of branding: Brand Polytheism and Brand Worship – as dimensions housed within a paradigm that draws from Douglas B. Holt’s cultural approach to branding.

Paper type:
Conceptual paper

Item Type: Conference or Conference Paper (Paper)
Additional Information: [1] Paper presented at the Second International Conference on Brand Management (ICBM 2010) held from 8-9 January 2010 at the Institute of Management Technology, Ghaziabad (IMTG), Agra, Uttar Pradesh, India. [2] Paper selected for publication - Wilson, Jon A.J. and Liu, Jonathan (2010) The polytheism of branding: evaluating brands through their worship. In: Brand Research. ICBM Series. Macmillan Publishers India Ltd, New Delhi, India, pp. 207-229. ISBN 9780230328709 (see also - http://gala.gre.ac.uk/4622).
Uncontrolled Keywords: branding, brand personality, brand evaluation, consumer behaviour, cross-culture
Subjects: H Social Sciences > HF Commerce
Faculty / Department / Research Group: Faculty of Business > Public Services International Research Unit (PSIRU)
Related URLs:
Last Modified: 14 Oct 2016 09:12
Selected for GREAT 2016: None
Selected for GREAT 2017: None
Selected for GREAT 2018: None
URI: http://gala.gre.ac.uk/id/eprint/4696

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