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Brand polytheism, worship and polygamy

Brand polytheism, worship and polygamy

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
Faculty / Department / Research Group: Faculty of Business > Department of Marketing, Events & Tourism
Related URLs:
Last Modified: 04 Nov 2016 19:00
URI: http://gala.gre.ac.uk/id/eprint/8895

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