How Brands become Icons
Joseph Shiffin Joy
Brands are an accepted part of our daily lives. But some brands seem to transcend their product or service categories to become part of the popular culture. What distinguishes these iconic brands from the rest of the pack, and what can marketers learn from them?
First and foremost I would like to thank the almighty for giving me the strength in all aspects I wish to express my sincere gratitude to Mr. A.R Rajagopalan, Professor, MBA Dept, Amity University Dubai, for his pillared support, guidance and encouragement. His candid suggestion and appraisal invariably helped me in channeling my efforts. I would also like to sincerely thank other faculty members and non teaching staff of the Department of MBA, for extending help when needed.
What is a Brand?
Brands as Mythology
What is an Iconic Brand?
1. A great brand is in it for the long haul.
2. A great brand can be anything.
3. A great brand knows itself.
4. A great brand invents or reinvents an entire category.
5. A great brand taps into emotions.
6. A great brand is a story that's never completely told.
7. A great brand has design consistency.
8. A great brand is relevant.
People identify strongly with cultural icons and often rely on these symbols in their everyday lives. Icons serve as society's foundational compass points-anchors of meaning continually referenced in entertainment, journalism, politics, and advertising. The objective of the paper is a comparative look at how these brands enshrined themselves within the cultural fabric of society and the winning strategies for brands to become icons.
What is a Brand?
The word "brand" is derived from the Old Norse word ‘brandr’ meaning ’to burn’. It refers to the practice of producers burning their mark (or brand) onto their products. A brand is basically a ‘name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers’. Branding began as a way to telling one person's cattle from another’s by means of a distinctive symbol burned into the animal's skin with a hot iron stamp, and was subsequently used in business, marketing and advertising. The American Marketing Association (AMA) defines a brand as a ‘name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers’. The Italians were among the first to use brands, in the form of watermarks on paper in the 1200s The oldest generic Brand in the world, which is still in use, is from India, it is better known as “Chyawanprash” it is a herbal paste consumed for its health benefits and attributed to a revered Rishi (seer) named Chyawan. This brand was developed on an extinct Volcanic Hill in North India called Dhosi Hill in North India. Branding means more than the fancy logo. It means accurately communicating your values and delivering your Brand promises, it is the very embodiment of everything associated with your product, service or company, and it is more than just creating a fancy logo, proper branding shapes your company. It instills the corporate culture and values. When properly defined, developed and used, your brand can change the public perception of your company, its value and status, it also changes the way you communicate with your employees and customers.
Brands as Mythology
What is a myth?, “Myths are narratives about divine or heroic beings, arranged in a coherent system, passed down traditionally, and linked to the spiritual or religious life of a community, endorsed by rulers or priests”. Most of us remember the mythology stories learnt in school (Zeus and Thor...
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