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].
(ITEM_8895)_Brand_Polytheism-Wilson.pdf - Accepted Version
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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.
|Additional Information:|| 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 Groups:||Faculty of Business > Department of Marketing, Events & Tourism|
|Last Modified:||14 Oct 2016 09:22|
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