The Social Construction Of Brand Meaning - Case Study Example

One such strategy is the use of status in marketing a specific brand or product type.... One such strategy is the use of status in marketing a specific brand or product type.... This paper aims at discussing the concept of status consumption with regard to how a marketer might be able to use status to market a specific brand or product type.... The paper also stresses the importance of establishing brand relationships with consumers through sponsoring events that depict a certain status in a bid to succeed in status marketing (Aaron, 2004)....

Having a successful scheme of marketing a given product involves ways of ensuring that the process of brand marketing creates a form of peace, satisfaction, and the urge to have more within the minds of the audience.... When considering communities that normally measure the benefits of given products by the social advantage context, there are levels of status consumption, and such levels are independent of both income and the existing social class of such communities....

Thus the construction of the identity in the postmodern society allows for the creation of new possibilities and styles as well as models and not necessarily killing the identity.... It is through that in the current society people not only consumer goods and services to satisfy their needs but also to show their identity and the social group they belong to.... According to Douglas and Isherwood (1996), in the world of goods and services, material items are seen not only to have functional benefits to the users but they also have some symbolic meaning....

The old notion of marketing involving the product has been outdone by the fact that the brand name has taken over the market.... Basically, marketing relies on the brand name.... The brand name wins over the loyalty of customers in a market.... Research has it that brand is more than a logo or a name, but it is the relationship with a customer.... A brand name conveys a variety of ideas, possibly: a thought, emotion, mind, heart, feeling, a phrase, or a word (Ghose & Yang, 2009....

Current research has particularly explored the concepts of self-brand connections, consumer brand meaning, consumer-brand relationships, identity creation, the extended self and self-congruity.... Current research has particularly explored the concepts of self-brand connections, consumer brand meaning, consumer-brand relationships, identity creation, the extended self and self-congruity.... In so doing, the paper will validate the following arguments; The relationship existing between consumers and the respective possessions is an implication of the extended self and; the context of using possessions; ownership, interaction, interpretation and personal perception have inherent relationships with the meaning attached to the possessions....

Most companies currently use celebrities to endorse their brand and this has become a trend in all industries.... Most companies currently use celebrities to endorse their brand and this has become a trend in all industries.... It is here that advertising comes in to help deliver the message to the targeted audience to create brand awareness and to entice them to the brand.... Brands are using celebrities to endorse their brand and this can be found in the television channels, radio, print, and social media (Keel & Nataraajan 2012, p....

Due this happenings that have been taking place in the recent paper, this paper tries to explore how the social media has assisted in the acceleration of social construction of brand meaning.... Firms are taking advantage of this and to their benefit they have realized that social media serves a key purpose in boosting the social structure of brand meaning (Lynch, 2004).... The social media has the power of amplifying the qualities of the brand thereby enhancing its social construction of the brand meaning....