Marchio iconico

Origin

Theconceptoficonicbrandscomesfromculturalsigns.FromtheGreatWall,TiananmenSquare,todragonsandTaiChidiagrams;fromthefive-starredflag,martialarts,toConfuciusandLaozi,theseareallculturalsymbols.People'sidentificationwithculturalsymbolsisverystrong,andthesesymbolsalsofrequentlyappearinpeople'sdailylives.Asthebasiccompassofsociety,culturalsymbolsarefrequentlyquotedbyentertainmentinformation,newsinformation,politicalinformationandadvertisinginformation,andbecometheanchorpointoftheircontentmeaning.

The"OxfordDictionary"definesaculturalsymbolas"apersonorthingregardedasarepresentativesymbol,especiallyarepresentativesymbolofacertaincultureormovement";"itisconsideredworthyofadmirationandrespectPersonororganization".Moregenerallyspeaking,culturalsymbolsareakindofparadigmsymbolthatisgenerallyregardedasasimplewayofexpressingsomeimportantideas.

Iconicbrandsarethosecommercialbrandsthathavebecomeculturalsymbols.Consumersvaluethebrandsthatsymbolizetheiridentityandfeelthatthevalueofthebrand'sidentityisthemostimportant.Brandsarelikecontainersofself-expression,filledwithstoriesthatconsumersthinkarevaluableforbuildingtheiridentity.Consumersgatherunderthebrandsthatembodythevalues​​theyagreewith,andthebrandshelpthemexpresstheidentitytheywanttoexpress,andthemostsuccessfulbrandsbecomeiconicbrands.Onceabrandbecomesaculturalsymbol,itbecomesaconsistentexpressionofpeople,abletoexpressthespecificvalues​​valuedbymembersofthesociety.Iconicbrandscanprovideextraordinaryidentityvaluebecausetheycanreflectthecollectiveidentityanxietyanddesireoftheentirenation.Individualsregardtheconstructionoftheirownidentityasastrongpersonalappeal,butwhenscholarsexamineconsumersasagroup,theyfindthatthisindividual'spursuitofidentityiswidespreadandsimilarinanation.Thisisbecauseintheprocessofconstructingtheirownidentities,individualsofthesamenationwillexperiencesomehistoricalchangesthataffecttheentirenationtogether,resultinginsimilaridentityanxietyanddesire.Forexample,BudweiserbecamethemostpopularbeerbrandintheUnitedStatesinthe1980sbecauseitemphasizedthesharpestsocialcontradictionsintheUnitedStatesofthatera.TheworkersweremotivatedbythecryoftheactorRonald'sbattlefieldintheadvertisement,becauseitcateredtothestrongdemandsoftheAmericanstorebuildthenationaleconomy.

Theconnectionanddifferencebetweeniconicbrandsandidentitybrandsandculturalsignsareexpressedthrough"identityvalue".Mosticonicbrandsareestablishedthroughmassmedia,especiallyadvertising.Fordecades,marketershavebelievedthatidentitybrandscanbeestablishedbylinkingbrandswiththeimagesconsumersdesire,suchaslinkingbrandswithbeautiful,wealthy,andattractivepeople.Directstatusattractiondoesmakethebrandanidentitybrand,butitdoesnotnecessarilymakethebrandaniconicbrand.Onlywhenabrandanswers"whoamI"throughanidentitystory,canitbecomeiconicandtrulybecomeaculturalicon.Insummary,iconicbrandsareconsumerbrandsthathavebecome"expressionsofspecificvalues​​thatcertainmembersofthesocietyunanimouslypursue".Theyaredefinedbyacertaincultureandarerelativelyuniquebetweentwodifferentcultures.JustasRentangisasymbolofChineseculture,itwillnotbeasymbolofAmericanculture.Thesebrandsarefullofculturalconnotationsandarestronglyassociatedwiththevalues,needsanddesiresofaparticularculture.Likeotherculturalsymbols,iconicbrandscanarouserichculturalassociations.

Consumerbrandsdifferinthedegreetowhichtheyrepresentculture.Torellibelievesthatthelevelofbrandidentitydependsonthedegreetowhichthebrandisrelatedtotheknowledgestructureintheculturalknowledgenetwork.Whenaconsumerbrandiscloselyrelatedtothemultiplestructuresinthespecificculturalknowledgenetwork,especiallythemultiplecorestructures,thebrandbecomesaniconicbrand(suchasCoca-ColaintheUSmarket),whileordinarybrands(suchasLenovointheUSmarket)areonlyrelatedtoculturalAfewcorestructuresornon-corestructuresintheknowledgenetworkarerelated.Theimageoficonicbrandscanstimulatepeople'sassociationsabouttheirculturalrootsandtheaccompanyingculturalstructure,whilethepotentialofordinarybrandstostimulateculturalassociationsisverylimited.

Itisthesymbolicbrandthatiseasilyconfusedwiththeiconicbrand.Thesetwotypesofbrandsdooverlapinsomeparts,buttheiconicbrandisaconceptfromamoremacroperspective.Itisdefinedbyacertaincultureandisrelativelyuniquebetweentwodifferentcultures.Thesymbolicbrandisarelativelymicro-concept,andrelatedresearchismostlyconductedfromtheperspectiveofindividualsorsocialclasses.Itisbelievedthatbrandsaresymbolsofconsumers'socialstatusandsocialstatus,andconsumersoftenchoosebrandsthatareconsistentwiththeirself-concepts.

Formationmechanism

Theiconicbrandisformedunderthecombinedeffectoftheinfluenceofcultureontheindividual(cultureaffectsindividualpsychology)andthecounter-influenceoftheindividualonculture(individualpsychologyaffectsculture)Yes,theformationoficonicbrandsisatwo-wayprocessofinteractionbetweencultureandindividuals.

(1)Culturalsignificanceispassedtoconsumersthroughconsumergoods

Theculturalsignificanceoficonicbrandsisformedthroughaseriesofculturaldeliverysystemsandconsumptionrituals.Advertisingsystemsandfashionsystemstransferculturalmeaningsfromtheculturalworldtoconsumerproducts.Consumers’exchangeceremonies(suchasgiving,exchanginggifts)andowningrituals(showing,comparing,discussing,andpersonalizingtheirconsumerproducts,suchasthehousedecorationprocess),Dressingceremony(transferringtheculturalmeaningofconsumergoodstooneself,suchasdressingupforalongtimebeforeattendingabanquetistodressoneselfwiththeculturalmeaningandspiritcarriedbyclothes,cosmetics,andaccessories)andcleanupceremony(suchaseliminatingconsumergoodsfromcomingforward)Thetracesoftheowner,orremovethetracesleftonthembeforesellingorgivingawaytheirownitems)andthenpassontheculturalmeaningtoconsumers.Theculturalmeaningcontainedinconsumergoodsisbothstableanddynamic.Theprocessoftransferringculturalmeaningtoconsumers.

Consumerproductsprovideacarrierforthedisplayofcultureandmakeculturematerialized.Consumergoods,likeothermaterialcultures,visualizeindividualdifferencesbyprojectingspecificculturalcategoriesontoaseriesofmaterials.Individualdifferencesarereflectedinage,gender,andotheraspects.Thesedifferencescanbereflectedthroughdifferencesinproductmeaning.Consumerproductscanhelpsubstantiateculture.

Advertisingplaysanimportantroleintheformationoficonicbrandsandcategories.Itcombinesconsumergoodsandculturalsymbolstoconveymeaning.Advertisingputsthetwoelementsofconsumergoodsandculturalsymbolstogether,andestablishesacertainconnectionbetweenthem,sothattheyhaveacertainsimilarity.Whenconsumersthinkthatthetwoareequivalent,theculturalsignificanceofthesymbolistransferredtoInconsumergoods,theprocessofculturalmaterializationiscomplete.Studieshaveshownthatconsumersbelievethatcertaincommercialbrandshavesignificantculturalsignificance.Forexample,somebrandsintheUnitedStatesareassociatedwith"roughness"(strength,masculine,robustness),andsomebrandsinJapanareassociatedwith"peace".RoughnessandpeacearetheindividualdimensionsofAmericancultureandEasternculturerespectively.Theemergenceofbrandsthatcarryculturalsignificancemaystimulatecorrespondingculturalassociations.Forexample,MarlborocigarettescanremindpeopleoftheindependentspiritinAmericanculture.

(2) Consumentes-constructionaffects brandculturalmeaning

Culturalmeaningcanbepassedtoconsumersfromtoptobottom,andatthesametime,thecollectionofindividualconsumerbehaviorsisalsocreativeOntheonehand,itcaninfluencetheculturalsignificanceofthebrandfromthebottomup.Thecounter-effectsofconsumerbehavioronbrandculturalmeaningaremainlycompletedwiththeprocessofconsumerself-construction.Consumersconstructthemselvesattheindividuallevel.Whenthisself-constructionbecomesacollectivechoice,theculturalsignificanceinvolvedwillbepassedontothebrand.Inthissense,theculturalsignificanceofthebrandiscreatedbyconsumers.

Intheprocessofevaluatingandchoosingbrands,consumerscompletethebottom-uptransmissionofculturalsignificance.Anumberofstudieshaveshownthatconsumersbuyproductsnotonlyforthefunctionalvalueoftheproduct,theyalsovaluethesymbolicmeaningoftheproduct.Consumerculturetheorybelievesthatconsumerswillactivelytransformandtransformthesymbolicmeaningofadvertisements,brands,retailenvironments,orobjects.Thistransformationandtransformationisnotonlytomeetpersonalidentityneedsandachievepersonallifegoals,butalsotomeettheneedsofthecollectivesocialenvironment.Forexample,EscalasandBettman'sresearchfoundthatconsumerschoosebrandsbasedontheconsistencyofbranduserassociationsandself-imageassociations,andusebrandselectiontoconstructtheirsocialidentityandpresentthemselvestoothers.Whenthisindividualconsumer'sbrandchoiceexpandstotheconsumer'scollectivechoice,individualknowledgeistransformedintosharedknowledge,whichconstitutesaculture.Atthistime,theculturalmeaningispassedfromtheconsumertothebrandasatangibleexpression.

Anumberofstudiesondevelopingcountrieshaveshownthatconsumerbehaviorhasaculturallycreativeside.Consumersindevelopingcountrieshaveacommondesireforidentityconstruction,whichismanifestedinapreferenceforthe"status"representedbyWesternbrands.Forexample,theresearchofGerandBelkfoundthatRomanianconsumershaveveryhighdesiresandexpectationsforWesternproducts.Suchdesiresandexpectationsarenotonlymanifestedattheindividualconsumerlevel,butalsoatthecollectivelevel.ThisstrongdesirefromconsumershasforcedCoca-ColatoabandontheuseofthelocallanguageasitsadvertisinglanguageandinsteadadoptEnglishentirely,althoughthereareveryfewpeoplewhounderstandEnglishinthecountry.Chineseconsumersaremoreinclinedtoconspicuousconsumption,andliketouseWesternbrandstoshowtheirstatusandwealth.Duetothiscollectivetendencyandchoiceofconsumers,afterWesternbrandscametomycountry,theynolongeremphasizedthebrandmeaningandvaluetheyemphasizedinthelocalarea,andinsteademphasizedtheassociationsrelatedtothedevelopmentoftheWest.Forexample,thebrandmeaningofIKEAfurnitureinSwedenis"agoodlifebasedonsimplicityandlowprice",butinourcountry,theoriginalbrandmeaningisnolongerimportant.Underthecollectiveconstructionofconsumers,"fashion,highprice,"Pettybourgeoisie"hasbecomethebrandmeaningofIKEAinmycountry,andIKEAhasalsobecomeasymbolofstatus,modernandforeignlifestylesinChina.Inthisprocess,consumersbecomeactivecreatorsofbrandculturalsignificance.

Tosumup,theiconicbrandisgraduallyformedintheprocessofmutualinfluencebetweencultureandindividualpsychology.Itsformationisatwo-wayprocessofinteractionbetweencultureandindividual.Theculturalsignificanceofabrandisinjectedintothebrandfromtheculturalworldfromtoptobottom.Brandproducersandwingmakershavecreatedtheconnotationofthebrandthroughadvertisingsystemsandfashionsystems.Atthesametime,consumerbehavioralsohasacreativeside.Consumersjointlydeterminetheculturalmeaningofthebrandthroughtheirownconsumerbehavior,ratherthanjustpassivelyacceptingtheofficialmeaningthatthebrandproducerwantstoconvey.Theformationmodeloficonicbrandsisundergoinggreatchanges.Inthepast,iconicbrandsweremainlyshapedbymassmedia(suchasmovies,newspapers,magazines,advertisements,etc.),andconsumersplayedasmallerrole.Nowadays,thepowerofconsumersisincreasinglybeingvaluedbybrandproducers.Weareworkingwithbrandproducerstocultivateandshapeiconicproducts.

Mechanismofaction

Likeotherculturalsymbols,iconicbrandscanbethemediaofculturalsignificance.Itcaninfluenceconsumers'cognitionandevaluationbystimulatingconsumers'culturalassociations.

(1) Theimpactoficonicbrandsonconsumerperception

1.Helpconsumersrecallrelevantculturalvalues.Asmentionedabove,culturalsignsarelike"magnetsofmeaning",linkingavarietyofculturalknowledgeelements.therefore.Oncetheculturalsymbolisactivated,itwillalsoactivateotherknowledgestructuresandculturalinformationintheculturalknowledgenetwork,andimprovetheaccessibilityoftheseknowledgestructuresandculturalinformation.Whenaconsumerbrandbecomesaculturalsymbol,theconsumerbrandalsohasthefunctionofactivatingculturalinformation.Theiconicbrandisassociatedwiththemultiplecorestructureofitsculture,soitcanmakepeoplerecallmoreofthecorrespondingculturalrootsandaccompanyingculturalinformation.IfyouseetheiconicbrandofTongrentang,consumerswillrecallmoreknowledgerelatedtomycountry'straditionalculture.Onthecontrary,ordinarybrandsorlow-signaturebrandsareonlyassociatedwithafewcoreornon-corestructuresoftheirculture,andtheirpotentialtostimulateculturalassociationsisverylimited.

Researchshowsthaticonicbrandscaninspireconsumerstothinkaboutculturalvalues.Sinceiconicbrandsaredefinedbyacertaincultureandarerelativelyuniquebetweentwodifferentcultures,consumerscaneasilyrecallthecorecontentofthecorrespondingcultureunderthepromptsoficonicbrands.Forexample,studieshaveshownthatAmericanconsumerscanrecallmoreAmericanvalues​​undertheimplicitreminderofAmericaniconicbrands(suchasCoca-Cola);whenthereisnoreminderoficonicbrands,theycanrecallmoreAmericanvalues​​andChinesevalues.Thereisnosignificantdifferenceinquantity.

Theremindereffectoficonicbrandsontherecallofculturalvalues​​isbasedonmaturespontaneouscharacteristicreasoningresearch.Thestudyallowedparticipantstolearnsomematerialsrelatedtocertainbehaviors,andthenaskedthemtorecallthecontentofthematerials.Whentheresearcherprovidedthesubjectswithanitemrelatedtothecharacteristicsofthesebehaviors(suchasagun)asareminderofrecall,thesubjectscouldrecallmoreofwhattheyhadlearned.Thisexplainswhywhenconsumersseeiconicbrands,theywillrecallmoreknowledgerelatedtothecorrespondingculture.

2.Affectconsumers'perceptionofproductcategories.Iconicbrandscanconveytheirculturalsymbolicmeaningtotheirproductcategories("categories"forshort).Productorbrandknowledgeexistsinconsumermemoryintheformofanintegratedstructure.Inotherwords,ifabrandhasastrongculturalsymbolicmeaningandisaculturalsymbol,itscategorymayalsobecomeaculturalsymbol,justasRentangisaniconicbrand,anditsChinesemedicinecategoryisalsoasymbolofChineseculture.

Sameasiconicbrands,thecategoriesalsodifferinthedegreeofculturaliconicity.Torelli'sresearchshowsthatconsumers'evaluationofbrandiconicityishighlycorrelatedwiththeevaluationofcategoryiconicity.Eveniftheinfluenceofproductinvolvementisexcluded,thecorrelationalsoexists.Thatis,forconsumers,ifthemostreminiscentbrandsofacategoryareiconicbrands,thenthiscategoryisaniconiccategory.Forexample,forcategoriessuchascarbonateddrinksandjeans,thebrandsthatconsumerscanrecallareiconicbrandsofAmericanculture.Therefore,categoriessuchascarbonateddrinksandjeansareconsideredtobesymbolsofAmericanculture.Onthecontrary,ifthemostreminiscentbrandofacategorydoesnothaveorhasonlyafewiconicbrands,thenthiscategoryisacommoncategory,suchaspurifiedwater,catering,andclothing.

(2)Theinfluenceoficonicbrandsonconsumerbrandextensionevaluation

Whenabrandbecomesaniconicbrand,consumerswilluseittodefinetheirownidentitybyusingItcomestoappeaseone'sidentityanxiety.Theidentityvalueoficonicbrandshasahaloeffect.Ontheonehand,itcanenhanceconsumers’brandevaluation.Forexample,whenBudweiser’sadvertisingcampaignmadeBudweiseracharmingiconicbrand,relevantsurveysshowedthatconsumersfeltThebeerofthisbrandisbetterthanbefore;butontheotherhand,itwillalsolimitthedevelopmentoficonicbrands.Forexample,consumershaveclearpsychologicalboundariesfortheextensionoficonicbrands.Evaluationofsexualbrandextension.Consumers'evaluationofbrandextensioncanmainlybeexplainedbycategorytheory.Thekeyforconsumerstoacceptbrandextensionistoperceivethattheextensionproductbelongstothesamecategoryastheparentbrand,andthustransfertheassociationoftheparentbrandtotheextensionproduct.The"samecategory"herenotonlyreferstotheproductattributelevel,butalsothebrandmeaninglevel.Asmentionedabove,iconicbrandswillenhancethesignificanceofrelevantculturalinformationinthemindsofconsumers.Forexample,whenyoumentionTongrentang,peoplewillthinkofinformationrelatedtoChineseculture.Thisculturalremindereffectoficonicbrandswillaffectconsumers'evaluationoficonicbrandextensions,andevenaffectconsumers'evaluationoftheparentbrand.

Consumers’evaluationoficonicbrandextensionsmainlydependsonthenatureofthenewcategoriesthaticonicbrandsenter.Brandextensioninvolvesnewcategoriesthattheparentbrandenters.Asmentionedabove,categoriescanbedividedintoiconiccategoriesandgeneralcategories.Studieshaveshownthat,comparedwithordinarybrands,wheniconicbrandsentertheordinarycategory,consumers’evaluationsofextendedproductsandparentbrandswillnotdropsignificantly.ThisiswhyconsumersintheUnitedStatesevaluatetheextensionoficonicbrandsinChina,aswellasinChina.Consumers’evaluationsoftheextensionoftime-honoredbrandshavebeenrepeatedlyconfirmed.However,wheniconicbrandsentericoniccategoriesofheterogeneouscultures,consumers'evaluationsofextendedproductsandparentbrandswilldropsignificantly.

First,researchshowsthatwheniconicbrandsentericoniccategoriesofheterogeneouscultures,thedifferencesbetweenthetwoculturesperceivedbyconsumerswillexpand.ResearchonStarbucksandmooncakesconfirmsthispoint.StarbucksisasymbolofAmericanculture,andmooncakesareasymbolofChineseculture.WhenStarbucksextendstothecategoryofmooncakes,AmericanandChineseculturesappearatthesametime,causingconsumers'AmericanandChineseculturalconsciousnesstobestimulatedatthesametime.Asaresult,consumersIntheevaluation,thedifferencebetweenthesetwocultureswillbemoreclearlyrealized.Asimilareffecthasalsobeenfound:whentwoculturesappearintheevaluationcontextatthesametime,consumers’attentionwillbedrawntothedifferencesbetweenthetwocultures,leadingtotheexpansionofthedifferencesbetweenthetwoculturestheyperceive.Therebyaffectingtheirevaluationofbrandextension.

Secondly,theexpansionofculturaldifferencesperceivedbyconsumerswilltriggercognitiveconflicts,whichwillsignificantlyreduceconsumers'evaluationsofextendedproductsandparentbrands.Iconicbrandsarecloselyrelatedtotheknowledgerelatedtothecorrespondingcultureintheconsumer'sknowledgesystem,andconsumersfacetheextensionoficonicbrands.Theoriginalrelevantknowledgewillbeusedasaframeofreferencetoevaluateextendedproducts.Forexample,whenmycountry’siconicbrandsareextendedtoAmericaniconiccategoriessuchascarbonateddrinksandjeans,consumerswilldealwithtwokindsofculturalinformationatthesametime.Thecategoryknowledgeconflicts,whichwillcauseconsumers'unhappinessandleadtoadeclineinconsumers'appraisalofextendedproducts.Thiseffectisstillsignificantafterexcludingethnocentrismandbrandorigineffects.Similarly,theevaluationofChinesetime-honoredbrands(iconicbrands)byChineseconsumershasasimilareffect.Whenthetime-honoredbrandextendstohigh-modernitycategories(suchassportsdrinks),consumerswillfeelthattheextendedproductandtheparentbrandcannotbeculturallymatched,andtheexistingknowledgeofconsumerscannoteliminatethecontradictionbetweenthetwo,whichwillcauseTheunhappinessofconsumershasledtoadeclineinconsumers'appraisalofextendedproductsandtheparentbrand.

ResearchProspects

Existingresearchesoniconicbrandshavediscussedtheformationandpartialinfluenceoficonicbrands,buttheyarestillextremelylimited.Sincetheconceptoficonicbrandwasputforward,consumerbehaviorresearchhasgraduallyintroducedthenatureofbrandasaculturalsymbolintorelatedresearch,butthecurrentempiricalresearchdirectlyinvestigatingiconicbrandsisstillrelativelylimited.Thediscussionontheinfluenceoficonicbrandsisstillinitsinfancy.Forexample,fromtheperspectiveofindividualpsychologicalfunctionsofculture,theexistingresearchmainlyfocusesontheaspectsof"belonging"and"self-expression",butdoesnotinvolvethetwoaspectsof"cognitivesecurity"and"existencesecurity".Comparedwiththeimportanceofboth"cognitivesecurity"and"existentialsecurity",thecurrentextremelylimitedresearchisnotcommensuratewithit.Inaddition,theexistingresearchhasmadesomeelaborationontheinfluenceoficonicbrandsoncategoryandbrandextension,buttherearestillmanyblankpointsworthdiscussing,suchaswhetherthebrandrelationshipoficonicbrandsisdifferentfromordinarybrands,andhowiconicbrandsaffectconsumptionConsumerbehavior,whetherthereisacertainculturalboundaryinthemarketingcommunicationoficonicbrands,etc.,areallinnovativeresearchdirections.

Inaddition,asanotherbrandwithculturalsignificance,time-honoredbrandsandiconicbrandshavesimilaritiesanddifferences.Discussingtheirsimilaritiesanddifferencescanpromotetherevivaloftime-honoredbrandsandenrichthetheoreticalsystemoficonicbrands.InChina,time-honoredbrandsareabrandgroupthathasreceivedincreasingattention.Theactivationoftime-honoredbrandsisapracticalissuewithimportantcommercialandculturalvalue,anditisalsoapreliminarytheoreticalresearchhotspot.Atpresent,domesticresearchontime-honoredbrandsmainlydiscussesthemarketingstrategiesoftime-honoredbrandsfromtheperspectiveofbrandmanagementandbrandactivation,andprovidesguidanceforthemarketpracticeoftime-honoredbrands.ButasKellersaid,theimportantprerequisiteforbrandactivationisto"findtherootofthebrand"and"findthesourceofbrandequity."Fromtheperspectiveoficonicbrands,toexploretheculturalsignificanceoftime-honoredbrandsistogobacktotheoriginalpointtoconductin-depthexplorationandexcavationofthebrandnatureofthespecialbrandgroupoftime-honoredbrands.Thisresearchisalsoanotheraspectoficonicbrandresearch.Innovationdirection.