A symbol-intensive brand is a

brand A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create a ...

adopted not only for its functional benefits, but above all, for the strong symbolism and significance that it is able to transmit, allowing a consumer to express his or her identity, to signal status or manifest a sense of belonging to a group. Businesses might be based on three different types of knowledge: analytical; synthetic or symbolic. Creative or cultural businesses, such as entertainment, publishing, design, or fashion, draw heavily on a symbolic knowledge base. They serve important symbolic functions such as capturing, refracting, and legitimating social knowledge and values. The essence of a brand or a product in these industries resides in its meaning for the consumer rather than in its function. The symbol-intensive brand definition has been firstly introduced by Stefania Saviolo and Antonio Marazza in the book ‘Lifestyle Brands – A Guide to Inspirational Marketing’. Analyzing a brand's choices in terms of competitive scope (number of targets and categories served) and type of benefits provided to the customer, five classes of Symbol-intensive brands are identified: # Authority brands # Solution brands # Icon brands #

Cult brand A cult brand is a symbol-intensive brand usually tied to a single customer segment or a specific product category. Cult brands deliver a sense of belonging between people who share the same culture and passions. Harley-Davidson is a typical e ...

s #

Lifestyle brand A lifestyle brand is a brand that attempts to embody the values, aspirations, interests, attitudes, or opinions of a group or a culture for marketing purposes.page 16 Lifestyle brands seek to inspire, guide, and motivate people, with the goal o ...

s Symbol-intensive brands are able to maintain a relationship with their clients that goes beyond the usual

brand loyalty In marketing, brand loyalty describes a consumer's positive feelings towards a brand, and their dedication to purchasing the brand's products and/or services repeatedly, regardless of deficiencies, a competitor's actions, or changes in the ...

. Clients tend to become

ambassadors An ambassador is an official envoy, especially a high-ranking diplomat who represents a state and is usually accredited to another sovereign state or to an international organization as the resident representative of their own government or sov ...

fans Fan commonly refers to: * Fan (machine), a machine for producing airflow, often used for cooling ** Hand fan, an implement held and waved by hand to move air for cooling * Fan (person), short for fanatic; an enthusiast or supporter, especially wit ...

champion A champion (from the late Latin ''campio'') is the victor in a challenge, contest or competition. There can be a territorial pyramid of championships, e.g. local, regional / provincial, state, national, continental and world championships, ...

s, that find the brand fundamental or irreplaceable in their lives. Researchers have noted superior economic and financial performances in brands capable of engaging people or influencing a social context proposing an original point of view.

List of symbol intensive brands

Apple An apple is an edible fruit produced by an apple tree (''Malus domestica''). Apple trees are cultivated worldwide and are the most widely grown species in the genus '' Malus''. The tree originated in Central Asia, where its wild ances ...

Harley Davidson Harley may refer to: People * Harley (given name) * Harley (surname) Places * Harley, Ontario, a township in Canada * Harley, Brant County, Ontario, Canada * Harley, Shropshire, England * Harley, South Yorkshire, England * Harley Street, in ...

Disney The Walt Disney Company, commonly known as Disney (), is an American multinational mass media and entertainment conglomerate headquartered at the Walt Disney Studios complex in Burbank, California. Disney was originally founded on October ...

* Levi Strauss & Co. *

Nike Nike often refers to: * Nike (mythology), a Greek goddess who personifies victory * Nike, Inc., a major American producer of athletic shoes, apparel, and sports equipment Nike may also refer to: People * Nike (name), a surname and feminine given ...

Starbucks Starbucks Corporation is an American multinational chain of coffeehouses and roastery reserves headquartered in Seattle, Washington. It is the world's largest coffeehouse chain. As of November 2021, the company had 33,833 stores in 80 ...

Jollibee Jollibee is a Filipino chain of fast food restaurants owned by Jollibee Foods Corporation (JFC). As of December 2021, JFC had a total of about 1,500 Jollibee outlets worldwide, with restaurants in Southeast Asia, the Middle East, East As ...

Sanrio is a Japanese entertainment company. It designs, licenses, and produces products focusing on the '' kawaii'' ("cute") segment of Japanese popular culture. Their products include stationery, school supplies, gifts, and accessories which are sold ...

Haribo Haribo ( ) is a German confectionery company founded by Hans Riegel Sr.. It began in Kessenich, Bonn, Germany. The name "Haribo" is a syllabic abbreviation formed from Hans Riegel Bonn. The company created the first gummy candy in 1960 in the f ...

Lindt Chocoladefabriken Lindt & Sprüngli AG, doing business as Lindt, is a Swiss chocolatier and confectionery company founded in 1845 and known for its chocolate truffles and chocolate bars, among other sweets. It is based in Kilchberg, where it ...

Swarovski Swarovski (, ) is an Austrian producer of glass based in Wattens, Austria, and has existed as a family-owned business since its founding in 1895 by Daniel Swarovski. The company is split into three major industry areas: the Swarovski Crystal ...

Tabasco sauce Tabasco is an American brand of hot sauce made from vinegar, tabasco peppers ('' Capsicum frutescens'' var. ''tabasco''), and salt. It is produced by McIlhenny Company of Avery Island in south Louisiana, having been created over 150 years ag ...

McDonald's McDonald's Corporation is an American multinational fast food Fast food is a type of mass-produced food designed for commercial resale, with a strong priority placed on speed of service. It is a commercial term, limited to food sold ...

* Nintendo *

Burberry Burberry is a British luxury fashion house established in 1856 by Thomas Burberry headquartered in London, England. It currently designs and distributes ready to wear, including trench coats (for which it is most famous), leather accessor ...

Lego Lego ( , ; stylized as LEGO) is a line of plastic construction toys that are manufactured by The Lego Group, a privately held company based in Billund, Denmark. The company's flagship product, Lego, consists of variously colored interlockin ...

Lacoste Lacoste S.A. is a French company, founded in 1933 by tennis player René Lacoste, and entrepreneur Mangkha. It sells clothing, footwear, sportswear, eyewear, leather goods, perfume, towels and watches. The company can be recognised by ...

Mattel Mattel, Inc. ( ) is an American multinational toy manufacturing and entertainment company founded in January 1945 and headquartered in El Segundo, California. The company has presence in 35 countries and territories and sells products in more ...

Krispy Kreme Krispy Kreme, Inc. (previously Krispy Kreme Doughnuts, Inc.) is an American multinational doughnut company and coffeehouse chain. Krispy Kreme was founded by Vernon Rudolph (1915–1973), who bought a yeast-raised recipe from a New Orleans c ...

Playboy ''Playboy'' is an American men's lifestyle and entertainment magazine, formerly in print and currently online. It was founded in Chicago in 1953, by Hugh Hefner and his associates, and funded in part by a $1,000 loan from Hefner's mother. K ...

References

{{Reflist Brand management Types of branding