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1 results

  • 2 - Using Brands as Landmarks for Mapping the Cultural Landscape

  • Miriam J. Johnson, Oxford Brookes University
  • Book:
    The Power of Brand Ownership
    Published online:
    14 January 2025
    Print publication:
    23 January 2025, pp 27-42

  • Summary

    The chapter articulates the transition from consistent brand image projection to engaging consumer landmarks through advocacy and identity affiliation, spotlighting the integral role of brand equity. In exploring the different interpretations of brand symbols across varied consumer groups, it acknowledges the challenges brands face in maintaining relevance and authenticity in an increasingly complex digital landscape. This underscores the necessity for brands to evolve as landmarks within the cultural landscape, guiding consumer engagement and fostering community and belonging, while avoiding the pitfalls of perceived intrusiveness.