Wilson, Jonathan A.J. (2010) Brand polytheism, worship and polygamy. Oxford Global Islamic Branding and Marketing Forum [blog / online forum].

PDF (ITEM_8895)_Brand_Polytheism-Wilson.pdf - Accepted Version Restricted to Repository staff only Download (101kB)

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

Actions (login required)

View Item

Downloads