What makes brands achieve iconic status?

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Title: What makes brands achieve iconic status?
Author(s): Eisingerich, A
Kadwani, H
Manek, N
Raghuvanshi, S
Rayet, J
Seow, L-F
Zeloof, D
Item Type: Report
Abstract: 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.
Content Version: Working Paper
Publication Date: 31-Aug-2009
URI: http://hdl.handle.net/10044/1/4219
Publisher Link: http://www3.imperial.ac.uk/business-school
ISSN: 1744-6783
Publisher: Imperial College Business School
Start Page: 1
End Page: 37
Series/Report no.: What makes brands achieve iconic status?
Copyright Statement: © Imperial College Business School, 2009.
Report Number: 2009/07
Appears in Collections:Imperial College Business School

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