Brand polytheism, worship and polygamy
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Wilson, Jonathan A.J. (2010) Brand polytheism, worship and polygamy. Oxford Global Islamic Branding and Marketing Forum [blog / online forum].
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Abstract
Brands are created with the intention by their owners, of encouraging consumption, patronage and the formation of a relationship; which it could be argued ultimately craves their worship. So much so, that with their increase in importance, some brands have both individually and collectively managed to attain ‘god-like’ statuses. Driving this movement, has been a trend of drawing from, aligning and blending religious language, rituals, mythology, symbolism and meanings – in order to gain deeper significance and competitive advantage. This has either been embedded within the brand itself, and/or through supporting marketing communications messages.
| Item Type: | Article |
|---|---|
| Additional Information: | [1] Posted on the online forum discussion of the Oxford Global Islamic Branding & Marketing Forum - hosted by the Saïd Business School, University of Oxford. The inaugural Forum took place 26-27 July 2010 at the Saïd Business School in Oxford, UK. |
| Uncontrolled Keywords: | brands, branding, brand management, consumer behaviour, spirituality |
| Subjects: | H Social Sciences > HF Commerce |
| School / Department / Research Groups: | School of Business School of Business > Department of Marketing, Events & Tourism |
| Related URLs: | |
| Last Modified: | 13 Sep 2012 17:27 |
| URI: | http://gala.gre.ac.uk/id/eprint/8895 |
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