CONSUMER IDENTITY AND IMPLICATIONS FOR THE BRAND

Abstract

In a consumer culture people no longer consume for merely functional satisfaction,but consumption becomes meaning-based, and brands are often used as symbolic resources for theconstruction and maintenance of identity. All human behavior is a symbolic action. People are notjust choosing the best, the fanciest, or the cheapest brands. They’re choosing brands that have theright meaning. Brands are now creating value not just by the products or services they represent,but by the meanings they generate. This meaning is being adopted by consumers to express whothey are and what they stand for. Meaning, in fact, may be the most important product a brandcreates today.identity, consumer divergence, reference groups, brand image, brand culture