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Brand iconisation in the social media era

Author

Listed:
  • Whelan, Brian

    (Assistant Professor of Marketing, USA)

Abstract

Branding is the method by which companies create an identity for their products or services, with the aim of forming a deep emotional connection with their consumers, and iconic brands enjoy intensely loyal consumer bases with high emotional attachment levels; however, the rapid proliferation of social media and user-generated content is shifting the way in which consumers, particularly younger consumers, interact with brands. If companies fail to manage this changing paradigm properly, today’s iconic brands may find themselves relegated to the historical archive of failed brand icons — a cautionary tale to those brands seeking to rise to iconic status in the social media era. The goal of this paper is to illuminate the changing paradigm of iconic brand creation in an increasingly socially connected world, and stimulate discussion around understanding the influence of consumer-driven social media activity on iconic brand creation.

Suggested Citation

  • Whelan, Brian, 2021. "Brand iconisation in the social media era," Journal of Brand Strategy, Henry Stewart Publications, vol. 10(2), pages 171-177, September.
    • Handle: RePEc:aza:jbs000:y:2021:v:10:i:2:p:171-177
    as

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    More about this item

    Keywords

    branding; user-generated social media content; iconic brands; social media; consumer perceptions; emotional brand attachment;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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