Is ideology for brands too?

Abstract

Values are inextricably tied to customers’ sense of culture and identity Ideologies are about values and how such values influence living. Everyone has ideologies/values about their life priorities and the manner in which these goals are to be achieved. A young successful executive may believe in the value of showing off his materialism through the purchase and consumption of certain product categories and brands. The enhancement of the self is closely tied to the brands that revolve around one’s status or recognition or group appeal. (Apple, Omega and Allen Solly are examples across categories that are suggestive of such an aspect.) The concept of values and ideologies need to be considered in the backdrop of self-concepts and values associated with brands. Paper Boat drinks are about nostalgia while Coke is about happiness and Mountain Dew is about adventure. Apple is about pride and status whereas Lyf mobile is about price-based value-consciousness. The point is that brands also make an attempt to psychologically differentiate themselves across values that are in tune with the target segment’s values and become a part of the ideology associated with the consumer’s mindset. Read more at: https://www.thehindubusinessline.com/catalyst/is-ideology-for-brands-too/article9328612.ece