Brands as symbolic resources for the construction of identity

Applies post-modernist theory to brands and consumer responses. According to post-modernism, individuals create their own self-image as they search for self-identity.

Brands as symbolic resources for the construction of identity

Richard Elliott and Kritsadarat Wattanasuwan

The search for self-identity is a key determinant of post-modern consumption so it is essential for marketers to understand the concept and dynamics of self, the symbolic meaning of goods and the role played by brands. Building from the concept of advertising literacy, this paper outlines a model of the dialectical relationship between self-identity and social identity, the domains of self-symbolism and social-symbolism, and the process of the mediated experience of advertising and the lived experience of products/services. Implications for brand strategy are discussed...

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