For example, Kellogg's’ logo has never changed since 1906, and this has created trust and loyalty for the brand. It must be permanent as it helps to establish a good brand image. Logo of the brand must be relevant and distinctive. Although they can endure wear by time, if an ideology shift occurs, the myth of the brand must be reinvented accordingly, in order to protect its status. A good brand look and being able to satisfy public demands create attention from the public and help the brand establish strong and emotional bonds with its customers whereas simplicity makes the brand more memorable for the customer.
Airey, in his book, states that in order to be called an icon, a brand must be simple, relevant, enduring, distinctive, memorable and adaptable. Research shows that if marketed competently, any brand, regardless of its origins and sector can become an icon brand. This results in the creation of myth markets in which brands compete to become icons.
As a consequence of these ideologies, desires to look for a myth start to emerge within people. Examples for icon brand myths include Nike's Air Jordan shoes as they symbolize individual achievement through perseverance and Harley Davidson, which symbolizes rebel bikers. Icons are summarised myths and these myths generally evoke the tension between people's individualistic ideas and the prevailing ideology of the society. As a result, all brands seek to become icons in order to maximize their sales and reputation however only a few is able to become icons. Icon brands are the most successful, distinctive and famous of the brands. 3 Differences between brands and icon brandsīecoming an icon is reaching the top of the marketing world.2.1 Why icon brands are more successful.‘Icon Brand’ is also a name of a brand that produces goods for its customers, however despite its name the brand is irrelevant to the marketing term icon brand'. Icon brands often come from a position of authority or cult brand, extending the range of products and their popularity outside a restricted circle of followers. The same ability to offer hetero-directed emotional benefits can be associated with only one product ( Absolut Vodka) or a product line that insists on a very limited market segment, as in the event of Mini or Vespa. Typical icon brands are luxury brands such as Chanel, Armani or Prada, or globally admired jewellers such as Bulgari, Cartier and Tiffany.įashion brands can become iconic by delivering universal values and iconic elements that allow them to remain successful over time, like Ralph Lauren or Dolce&Gabbana. JSTOR ( November 2013) ( Learn how and when to remove this template message)Īn icon brand is a symbol-intensive brand that carry powerful universal values making it instantly recognisable thanks to ownable and distinctive codes.Unsourced material may be challenged and removed. Please help improve this article by adding citations to reliable sources. This article needs additional citations for verification.
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