Mastering survivorship: How brands facilitate the transformation to heroic survivor

This study investigates the identity transformation from mere survivor to heroic survivor of cancer. Utilizing a multi-method approach, interviews with seventeen female cancer survivors and five blog analyses, this research sheds light on the processes involved in the transformation from mere survivor to heroic survivor and the integral role of brands in this transformation process. Brands are used to signal heroism to the self (inward expression) and to others (outward expression) as well as to combat countervailing forces that deter the survivor's progress toward mastery of a heroic identity. The findings provide a rich understanding of the heroic archetype and its centrality to the mastery of survivorship. The article concludes with a discussion of the implications for brand managers, giving attention to the importance of consumer–brand relationships.