{"product_id":"symbolic-use-of-brands-von-florian-meisel","title":"Symbolic use of brands","description":"\u003cp\u003eSeminar paper from the year 2007 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2, University of Vienna (Marketing ), course: Special Topics in Fashion and Brand Marketing, language: English, abstract: Increasingly, brands are seen as important in creating individual identity, a sense of\u003c\/p\u003e\u003cp\u003eachievement and individuality for consumers. It is clear that positioning a brand\u003c\/p\u003e\u003cp\u003etrough a clear and consistent image building campaign is a cornerstone of brand\u003c\/p\u003e\u003cp\u003emarketing.\u003c\/p\u003e\u003cp\u003eIt is also evident that certain brand dimensions and associations lead to increased\u003c\/p\u003e\u003cp\u003emarketplace recognition and economic success for brand owners, as a result the\u003c\/p\u003e\u003cp\u003evalue consumers place on them. Marketers spend millions of dollars each year to\u003c\/p\u003e\u003cp\u003eidentify well defined, strong brand images and to support them.\u003c\/p\u003e\u003cp\u003eA company¿s economic superiority is frequently implied by the strength of its brand\u003c\/p\u003e\u003cp\u003ename giving it the ability to differentiate itself and improve its competitiveness.\u003c\/p\u003e\u003cp\u003e(Nykiel, 1997) Park, Jaworski and MacInnis (1986) noted that consumer needs could be classified\u003c\/p\u003e\u003cp\u003ein functional or symbolic needs. The functional needs are related to specific and\u003c\/p\u003e\u003cp\u003epractical consumption problems, whereas symbolic needs are related to self image\u003c\/p\u003e\u003cp\u003eand social identification. (Subodh Bhat, 1998)\u003c\/p\u003e\u003cp\u003eTherefore they mentioned that all brand should have a ¿brand concept¿, which is an\u003c\/p\u003e\u003cp\u003eoverall abstract meaning that identifies a brand.\u003c\/p\u003e\u003cp\u003eAlso, there are different types of motivations among each individual, and these\u003c\/p\u003e\u003cp\u003emotivations drives their needs either to be functional or symbolic in nature. Thus,\u003c\/p\u003e\u003cp\u003efunctional needs of consumers could be exploited with a functional brand, one\u003c\/p\u003e\u003cp\u003epositioned with a functional brand concept. A brand could be also positioned as a\u003c\/p\u003e\u003cp\u003e¿symbolic¿ brand for consumers who whish to enhance their self image or their social\u003c\/p\u003e\u003cp\u003eimage. (Park, 1991)\u003c\/p\u003e\u003cdiv class=\"aw-variant-hidden-subtitle-div\" id=\"aw-variant-subtitle-9783640181261\"\u003e\u003ch3\u003e\u003c\/h3\u003e\u003c\/div\u003e","brand":"Libri","offers":[{"title":"Softcover - 9783640181261","offer_id":39440655089757,"sku":"9783640181261","price":17.95,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0940\/0622\/files\/38fc6daa-e713-400b-93d6-4be3bbdf85ca.jpg?v=1777613315","url":"https:\/\/shop.autorenwelt.de\/products\/symbolic-use-of-brands-von-florian-meisel","provider":"Autorenwelt Shop","version":"1.0","type":"link"}