Packaging as Vehicle for Mythologizing the Brand

Kniazeva, Maria; Belk, Russell W.

doi:10.1080/10253860601164627

Cited by 57 publications

(51 citation statements)

References 29 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Just as Kniazeva and Belk (2007) found that many food brands are presented via a personal brand biography, we found this to also be the case for a number of craft breweries. However, rather than finding that the brands were warm and sympathetic as in the case of food brands (Kniazeva & Belk, 2007), the craft beer brands were generally presented as entrepreneurial and creative.…”

Section: Heroes From a Sopmentioning

confidence: 97%

“…However, rather than finding that the brands were warm and sympathetic as in the case of food brands (Kniazeva & Belk, 2007), the craft beer brands were generally presented as entrepreneurial and creative. We found man-of-action heroes who, according to Holt and Thompson (2004, p. 429), are 'supremely confident men [sic] who pay no mind to industry conventions, invent a new way of doing things, struggle tenaciously against seemingly insurmountable forces, and improbably conquer the establishment to found new industries'.…”

Section: Heroes From a Sopmentioning

confidence: 99%

“…Levy (1981) reinforces the purpose of myths for marketing suggesting that they are ways of organising perceptions of realities, of indirectly expressing paradoxical human concerns that have relevance for consumers because they affect people's daily lives. Kniazeva and Belk (2007) argue that companies create myths via their packaging and often exploit mythical themes for marketing purposes.…”

Section: Narratives From Place: Folklores Myths and Heroesmentioning

confidence: 99%

See 2 more Smart Citations

Leveraging the human side of the brand using a sense of place: Case studies of craft breweries

Hede

Aleti

2013

Journal of Marketing Management

View full text Add to dashboard Cite

2Leveraging the human side of the brand using a sense of place: case studies of craft breweries AbstractIn order for consumers to emotionally connect with brands, brands must be transformed from inanimate entities into the realm of acquiring human characteristics. Following a review of more than 1000 breweries from online sources and beer companion books, we explore how a sense of place, derived from myths, folklores and heroes, enables marketers and consumers to co-create narratives that humanise brands. We add to the theory on brand humanisation as we conclude that a sense of place offers a novel, and different, approach to humanisation strategies based on anthromorphisation, personification and user imagery, but can also operate in tandem with them. Further research is recommended to understand how and why consumers respond to branding strategies that use a sense of place to humanise brands. Summary of statement of contributionThis exploratory study adds to the body of knowledge on how brands are humanised. It demonstrates that, at least in relation to craft breweries, a sense of place offers rich material for the creative content for brand narratives. In addition, we suggest that a sense of place has the distinctive advantage of allowing both marketers and consumers to create narratives with potential to humanise brands. 3Key words: brand humanisation, sense of place, brand narratives, anthromorphisation, anthromorphic marketing 4 Leveraging the human side of the brand using a sense of place: case studies of craft breweries Developing a relationship between a brand and consumers is achieved when consumers connect with brands in an emotional manner (Fournier, 1998). As brands are ostensibly inanimate objects, this can only occur when brands are humanised (Aaker, 1999). Thus far, the literature in this field of marketing suggests that brands are typically made human-like via anthromorphisation, personification or user imagery (Aaker, 1999). For example, in the case of Trip Advisor, the brand is humanised via anthromorphisation when physical human characteristics are overlaid onto the owl. In comparison, Jamie Oliver's personal attributes personify the Jamie Oliver brand, and in the case of Marlboro, images of the typical users of the brand are used in promotional collateral to help consumers identify with the brand.Brand humanisation strategies around anthromorphisation, personification and user imagery are, to a large extent, implemented and controlled by the marketer. In this context, consumers have a limited capacity to extend, or personalise, brand narratives.This contrasts sharply with the increasing levels of participation consumers now experience in consumption (Ahonen & Moore, 2005). In this paper, we explore how consumers can be included in brand humanisation strategies. In order to do this, we refer to a sense of place (SoP). A SoP describes relationships between people and social settings (Jorgensen & Stedman, 2001) and human-place bonding (Kyle, Mowen, & Tarrant, 2004), with its rootedness, insided...

show abstract

Section: Heroes From a Sopmentioning

confidence: 97%

Section: Heroes From a Sopmentioning

confidence: 99%

Section: Narratives From Place: Folklores Myths and Heroesmentioning

confidence: 99%

See 1 more Smart Citation

Leveraging the human side of the brand using a sense of place: Case studies of craft breweries

Hede

Aleti

2013

Journal of Marketing Management

View full text Add to dashboard Cite

show abstract

“…The goal here is to develop a conceptual framework that explains the relationship between the point of purchase brand rhetoric and consumers' reading of the poetry of packaging. The present study extends existing research into marketplace communications that has already recognized consumer goods packaging to be a potent yet largely unacknowledged vessel of consumption meaning (e.g., Escalas, 1998;Hine, 1995;Holt, 2004;Kniazeva and Belk, 2007;Santino, 1996). Specifically, the study here explores the consumer's interpretive process and how package stories are read in light of consumer life projects (Mick and Buhl, 1992).…”

mentioning

confidence: 89%

“…Packages in the supermarkets act not only as protective containers but as important tools for marketing communications (Kniazeva and Belk, 2007;Santino, 1996). Even a cursory look at modern grocery shelves reveals their striking resemblance to those of the libraries.…”

mentioning

confidence: 99%

Supermarkets as libraries of postmodern mythology

Kniazeva

Belk

2010

Journal of Business Research

Self Cite

View full text Add to dashboard Cite

Intertwined ambiguities: Meat,in vitromeat, and the ideological construction of the marketplace

Chiles

2013

J of Consumer Behaviour

View full text Add to dashboard Cite

Political stakeholders play a critical role in the cultural construction of the marketplace, and consumers often look to them for guidance in framing ambiguous cultural and scientific issues. Unfortunately, however, the existing consumer culture literature usually focuses on consumers' use of ideology while neglecting stakeholders' ideological orientations. In order to address this gap, I ask two questions: First, how do stakeholders draw upon ideology in order to make sense of ambiguous goods and of the extant and potential reactions of consumers to these goods? Second, what are the potential political consequences of stakeholders' ideological commitments vis‐a‐vis supporters and outside audiences? I explore these questions by interviewing agrifood system stakeholders on the subject of in vitro meat, a nascent technology whereby meat is produced through stem cell cultures. Although ideology serves as a useful tool with which stakeholders can navigate labyrinth‐like cultural conundrums, stakeholders' ideological positions can also result in ambiguities, ironies, and incongruities. By investigating the beginnings of a potential consumer controversy, this study illuminates how ideology operates as an epistemic resource for political claims‐makers and how stakeholders' ideological commitments can result in either rewards or repercussions from allies and consumers. Copyright © 2013 John Wiley & Sons, Ltd.

show abstract

Packaging as Vehicle for Mythologizing the Brand

Cited by 57 publications

References 29 publications

Leveraging the human side of the brand using a sense of place: Case studies of craft breweries

Leveraging the human side of the brand using a sense of place: Case studies of craft breweries

Supermarkets as libraries of postmodern mythology

Intertwined ambiguities: Meat,in vitromeat, and the ideological construction of the marketplace

Contact Info

Product

Resources

About