Amity University Dubai

Brand Mythology

Presented By

Joseph Shiffin Joy

ObjectivesPeople identify strongly with cultural icons and often rely on these symbols in their everyday lives. The objective of the paper is a comparative look at how these brands enshrine themselves within the cultural fabric of society and the winning strategies these brands use to become icons.

  

Brand Mythology

What is a Brand?

What is a Myth?

What are Cultural Icons?

Ideal = Self

A Great Brand

1. Is in it for the long haul

2. Can be anything

3. Knows itself.

4. Invents or reinvents an entire category

5. Taps into emotions

6. Is a story that's never completely told

7. Has design consistency.

8. Is relevant.

Customer’s value products for as much as what they symbolize as for what they do. For brands like Coke, Budweiser, Nike, and Jack Daniel's, customers value the brand's stories largely for their identity value. 

Acting as vessels of self-expression, the brands are imbued with stories that consumers find valuable in constructing their identities. Consumers flock to brands that embody the ideals they admire, brands that help 

them express who they want to be. The most successful of these brands become iconic brands.