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What makes brands achieve iconic status?


  • Eisingerich, A
  • Kadwani, H
  • Manek, N
  • Raghuvanshi, S
  • Rayet, J
  • Seow, L-F
  • Zeloof, D


We propose that brands do not achieve iconic status by chance. This article focuses on how brands manage iconic status effectively. Drawing on an exploratory study of iconic brands, we identify a brand's ability to inspire consumers and connect with them on a personal level as well as its visual identity and presence in consumers' mind as critical elements of brand status. Consumers' perceptions of a sample of brands were investigated through in-depth interviews, followed by the examination of these brands' activities through case-study analyses. The alignment between brand strategies and the relevant features highlighted by consumers was then assessed. A comprehensive framework for achieving iconicity is presented and discussed.

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  • Eisingerich, A & Kadwani, H & Manek, N & Raghuvanshi, S & Rayet, J & Seow, L-F & Zeloof, D, 2009. "What makes brands achieve iconic status?," Working Papers 4219, Imperial College, London, Imperial College Business School.
  • Handle: RePEc:imp:wpaper:4219

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