|
An icon brand is a symbol-intensive brand that carry powerful universal values making it instantly recognisable thanks to ownable and distinctive codes. Icon brands adoption prompts hetero-directed emotional benefits, making people looking different or better if compared to their usual status. Typical icon brands are luxury brands such as Chanel, Armani or Prada, or globally admired jewellers such as Bulgari, Cartier and Tiffany. Fashion 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. 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. These are "icon products". 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. ‘Icon Brand’ is also a name of a brand that produces goods for its customers,〔(【引用サイトリンク】url = https://www.iconbrand.com )〕 however despite its name the brand is irrelevant to the marketing term icon brand'. ==How Brands Become Icons== Becoming an icon is reaching the top of the marketing world. Icon brands are the most successful, distinctive and famous of the brands. 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. Icons are summarised myths and these myths generally evoke the tension between people’s individualistic ideas and the prevailing ideology of the society. 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.〔 As a consequence of these ideologies, desires to look for a myth start to emerge within people.〔 This results in the creation of myth markets in which brands compete to become icons.〔 Research shows that if marketed competently, any brand, regardless of its origins and sector can become an icon brand. Airey, in his book, states that in order to be called an icon, a brand must be simple, relevant, enduring, distinctive, memorable and adaptable. 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.〔 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.〔 Logo of the brand must be relevant and distinctive.〔 It must be permanent as it helps to establish a good brand image. For example, Kellogg’s’ logo has never changed since 1906, and this has created trust and loyalty for the brand.〔 Status of a brand should be determined before attempting to develop it into an icon brand.〔 There are two types of brands, as they possess either rational or emotional associations.〔 Emotional brands include icon brands and cult brands. Big and emotional brands such as Nike are icon brands whereas cult brands are the smaller emotional brands.〔 For example, somebody’s favorite restaurant is a cult brand for him. On the other hand, rational brands are mass brands and niche brands.〔 Large and rational brands such as Toyota are named as mass brands.〔 A niche brand is the brand, which can be associated with tangible assets or values by a specific group.〔 The Bank of New York can be regarded as an example for this type. According to Hollis, managers need to take the following five steps before attempting to turn their brands into icons:〔 1) 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Icon brand」の詳細全文を読む スポンサード リンク
|