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What makes brands achieve iconic status?

Listed author(s):
  • Eisingerich, A
  • Kadwani, H
  • Manek, N
  • Raghuvanshi, S
  • Rayet, J
  • Seow, L-F
  • Zeloof, D
Registered author(s):

    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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    Paper provided by Imperial College, London, Imperial College Business School in its series Working Papers with number 4219.

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    Date of creation: 31 Aug 2009
    Handle: RePEc:imp:wpaper:4219
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