Symbolic use of brands

INDEX

1. INTRODUCTION

2. SYMBOLIC & FUNCTIONAL POSITIONING OF BRANDS

3. BRAND SYMBOLISM & BRAND FAMILIARITY

4. SELF CONCEPT AND SELF IMAGE CONGRUITY
4.1 CONGRUITY AND CONSISTENCY

5. STATUS & CONSPICUOUS CONSUMPTION OF BRANDS
5.1 SOCIAL STATUS DEMONSTRATION

6. BRANDS & FASHION
6.1 FASHION LEADERSHIP & IMPORTED APPAREL
6.2 FASHION INVOLVEMENT & SELF MONITORING

7. MANAGERIAL IMPLICATIONS FOR FASHION BRANDS MARKETERS

SUMMARY

I. REFERENCES

1. Introduction

Increasingly, brands are seen as important in creating individual identity, a sense of achievement and individuality for consumers. It is clear that positioning a brand trough a clear and consistent image building campaign is a cornerstone of brand marketing.

It is also evident that certain brand dimensions and associations lead to increased marketplace recognition and economic success for brand owners, as a result the value consumers place on them. Marketers spend millions of dollars each year to identify well defined, strong brand images and to support them.

A company’s economic superiority is frequently implied by the strength of its brand name giving it the ability to differentiate itself and improve its competitiveness. (Nykiel, 1997)

2. Symbolic & functional Positioning of Brands

Park, Jaworski and MacInnis (1986) noted that consumer needs could be classified in functional or symbolic needs. The functional needs are related to specific and practical consumption problems, whereas symbolic needs are related to self image and social identification. (Subodh Bhat, 1998)

Therefore they mentioned that all brand should have a “brand concept”, which is an overall abstract meaning that identifies a brand.

Also, there are different types of motivations among each individual, and these motivations drives their needs either to be functional or symbolic in nature. Thus, functional needs of consumers could be exploited with a functional brand, one positioned with a functional brand concept. A brand could be also positioned as a “symbolic” brand for consumers who whish to enhance their self image or their social image. (Park, 1991)

Take as an example the brand Casio. This brand would be considered as a functional brand, because its usefulness lies primarly in the abilty to tell the time correctly. On the other hand, the brand Movado would be considered as a symbolic brand, because its used primarly for its status appeal, and its ability to tell the time is only an incidental reason for its usage.

Park et al. further argued that brands should be positioned to attract either one of these types of needs, but not both. Appealing both would lead to problems for consumers because they cannot clearly relate the brand either to be functional or symbolic use. Also, it increases the number of competing brands and makes brand image management difficult. I will mention the results of a study later on, where this argument is tested by empirical research.

3. Brand Symbolism & Brand familiarity

Brand and product symbolism is what the product means to consumers and the broad spectrum of feelings they experience in purchasing and using it, such as excitement and pleasure. Leiss et al. (1986) describes products as symbols, with connected meanings which define what is valued by the consumer. Brands possess symbolic properties which are user by individuals to convey meaning on three levels: cultural level, group level through shared social meanings and individual levels through self concepts. (Aron O’ Class, 2002)

Brand familiarity, also referred to as subjective knowledge, is described in terms of what a consumer thinks he/she knows about a product, brand or object. (Flynn and Goldsmith 1999)

Subjective knowledge is believed to be a strong motivator and predictor or purchase related behavior, which can be a usefull information to marketers interested in developing strategies based on consumer levels of familiarity with their brands.

This might include creating catchy slogans and tunes that people can easily remember, wherby the slogan, music or song is directly associated with the brand. (Aron O’ Class, 2002)

Consumers may also be familiar with the normal retail price, the type of packaging and where their brands can be purchased. This shows very good how familiar someone is with a particular brand. (Aron O’ Class, 2002)

4. Self concept and self image congruity

Self concept is a multidimensional construct, related to the attitudes and perceptions people have of themselves.

The self is “a developmental formation in the psychological make up of the individual consisting of interrelated attitudes which are acquired in relation to body, objects, family, persons, groups, socials values and institutions”. (Ross, 1971)

The basic purpose of all human activity is the protection, maintenance and enhancement, not of the self but of the self concept or the symbolic self. It is important, because different perceptions of the self influence purchase behavior and decisions, how and why consumers provide status to a brand.

(Onkvisit and Shaw, 1987)

illustration not visible in this excerpt

Figure 1: Aron O’ Class, 2002

As figure 1 shows, the independent construal of the self or the inner self is said to be “the most significant in regulating behavior…. also people with an independent selfconcept who emphazise the importance of internal self should also emphasize the importance of hedonic experience as a motivation for luxury consupmtion”

(Wrong and Ahuvia, 1998)

Focus on the internal refers to one’s own freedom of expressing one’s inner values and tastes above the concern of group needs.

On the opposite there is the individual performing to a group or society as a whole, which is typically prevelant in Asian cultures. Here group and societ yexist to meet the needs of the individual.

Therefore, this concept shows self concept, symbolism and the impact of the others, which are all relevant for understanding the way how people acquire goods and make their purchase intentions. (Aron O’ Class, 2002)

4.1 Congruity and consistency

Congruity and consistency are important contributors in establishing the relationship between brand image, self concept and the resulting purchase bevavior. (Onkvisit and Shaw, 1987)

Sirgy posted in his theory of self congruity, that the consumer behavior is a part determined by “the congruence resulting from a psychological comparison involving the product user image and the consumers self concept- it is the notation of cognitive match between product user image and consumer self concept”

(Sirgy, 1997)

Self congruity appears to affect consumer behavior through self concept motives such as need for self consistency and self esteem. (Sirgy, 1997)

This view indicate, why consumers prefer products that have images, which enhance or boost self esteem, and explain why consumers place importance on the opinions and approval of others. (Aron O’ Class, 2002)

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