Abstract
Leishman sets out to analyse the way in which branding and advertising are rooted in the wider culture, with nationally iconic brands such as Barr’s Irn-Bru in Scotland enjoying a significant material and cultural presence. The chapter looks at how a national brand identity grew up from local roots and studies the role of retailing, popular culture and the media, in the phenomenon of consumer nationalism today. Leishman also considers the question of consumer agency as a national community is formed around routine or ritualised modes of consumption, with consumers re-appropriating the brand into their individual narratives through ceremonies and personalisation. Lastly, the chapter underlines how social media marketing amplifies this performative aspect while entailing a loss of control for brands.
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