Symbol-intensive Brand
Template:Unreviewed A symbol-intensive brand is a brand adopted not only for its functional benefits, but above all, for the strong symbolism and significance that it is able to transmit, allowing a consumer to express his or her identity, to signal status or manifest a sense of belonging to a group.
Businesses might be based on three different types of knowledge: Analytical, Synthetic or Symbolic[1] [2] . Creative or Cultural businesses, such as entertainment, publishing, design, or fashion, draw heavily on a symbolic knowledge base. They serve important symbolic functions such as capturing, refracting, and legitimating social knowledge and values[3][4] . The essence of a brand or a product in these industries resides in its meaning for the consumer rather than in its function.[5]
The symbol-intensive brand[6] definition has been firstly introduced by Stefania Saviolo and Antonio Marazza in the book ‘Lifestyle Brands – A Guide to Insprational Marketing’. Analyzing a brand’s choices in terms of competitive scope (number of targets and categories served) and type of benefits provided to the customer[7], five classes of Symbol-intensive brands are identified:
Symbol-intensive brands are able to maintain a relationship with their clients that goes beyond the usual brand loyalty. Clients tend to become ambassadors, fans, champions, that find the brand fundamental or irreplaceable in their lives. Researchers have noted superior economic and financial performances in brands capable of engaging people or influencing a social context proposing an original point of view[8][9] .
See also
Categories
References
- ^ Asheim, B. (2007). "Constructing knowledge-based regional advantage: implications for regional innovation policy". Int. J. Entrepreneurship and Innovation Management. 7: 140-157.
{{cite journal}}: Unknown parameter|coauthors=ignored (|author=suggested) (help) - ^ Cooke, P. (2005). "Research, knowledge and open innovation: spatial impacts upon organization of knowledge-intensive industry clusters". Paper presented at the conference of Regional Studies Association “Regional Growth Agendas”: 1-27.
{{cite journal}}: Unknown parameter|coauthors=ignored (|author=suggested) (help) - ^ Caves, Richard E. (2000). Creative Industries: Contracts between Art and Commerce. Harvard University Press.
- ^ Roman, Martin (2011). "Innovation in symbolic industries: the geography and organization of knowledge sourcing"". European Planning Studies. 19 (7).
{{cite journal}}: Unknown parameter|coauthors=ignored (|author=suggested) (help) - ^ Jones, Candace (2005). "Transformation in Cultural Industries". Research in the sociology of organization. 23. Emerald Group Publishing Limited.
{{cite journal}}: Unknown parameter|coauthors=ignored (|author=suggested) (help) - ^ Saviolo, Stefania (2012). Lifestyle Brands - A Guide to Aspirational Marketing. Palgrave Macmillan.
{{cite book}}: External link in|title=|coauthors=ignored (|author=suggested) (help) - ^ Aaker, D.A. (30/09). "Beyond Functional Benefits". Marketing News.
{{cite journal}}: Check date values in:|date=and|year=/|date=mismatch (help) - ^ Jacobson, R. (2009). "Valuing Branded Businesses". Journal of Marketing. 73 (6).
{{cite journal}}: Unknown parameter|coauthors=ignored (|author=suggested) (help) - ^ Ravasi, D. (2008). Handbook of emerging approaches to organization studies. Sage Publications.
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