CMNS 323W Chapter 2-2: How societies desire brands

• School: Simon Fraser University
• Department: Communication
• Course: CMNS 323W
• Professor: Jody Baker

Document Summary

Brand symbolism delivers customer value by providing culturally resonant stories and images that customers use to buttress their identities. Iconic brands are brands that have become cultural symbols and, hence, are the most successful in delivering identity value to consumers. Iconic brands are some of the most powerful brands in the world. The brand"s identity value is the central driver of brand value. Identity value commingles with the brand"s reputation for quality, reliability and innovation. A critique of the cbbe model"s treatment of brand symbolism. It is an academic treatment of a branding model that has long dominated brand management and advertising mind share model of branding. The axiomatic assumptions of cbbe are assumed to apply to brand symbolism: Brand associations exist as knowledge structures in the minds of individual consumers. Brands, as symbols, gain their power from two characteristics ignored by the cbbe model. Brand symbolism is successful when it is strong, favorable and unique.