Wilson, Jon A.J. and Liu, Jonathan (2010) The polytheism of branding: evaluating brands through their worship. In: Nafees, Lubna, Krishnan, Omkumar and Gore, Tim, (eds.) Brand Research. ICBM Series . Macmillan Publishers India Ltd, New Delhi, India, pp. 207-229. ISBN 9780230328709

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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.

Item Type:	Book Section
Additional Information:	[1] Published in Brand Research, which was an outcome of the 2nd International Conference on Brand Management (ICBM 2010), held 8-9 January 2010 at the Institute of Management Technology, Ghaziabad, Agra, Uttar Pradesh, India. It was organized by the Institute of Management Technology, Ghaziabad in association with the Center for Indian Business and the University of Greenwich.
Uncontrolled Keywords:	branding, brand personality, brand evaluation, consumer behaviour, cross-culture
Subjects:	H Social Sciences > HF Commerce
Faculty / School / Research Centre / Research Group:	Faculty of Business > Department of Marketing, Events & Tourism
Related URLs:	Publisher Organisation
Last Modified:	14 Oct 2016 09:12
URI:	http://gala.gre.ac.uk/id/eprint/4622

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