Abstract
This article investigates in depth the characteristics of the interdisciplinary social theory of neo-Marxism, as a moderate response with socio-economic influences on the paradigm of postmodern brand management (defined by the theory of iconic brands and cultural branding - as a model by which brands become icons through creative interaction with their environment, on the one hand, and the anti-capitalist, anti-corporate and anti-branding movement, on the other), both included in a constructivist-interpretivist paradigmatic scheme. This type of critical approach, through reinterpretations and extensions of the ideas of social philosopher Karl Marx, replaces the marketing paradigm as a model of "social engineering" in the words of Douglas B. Holt and proposes new perspectives on the concept of consumer culture in which brands are seen as forms of intangible capital, with the main demands proposed by the anti- branding movement being highlighted, as well as the criticisms brought to “consumer culture”.
Highlights
Over time, the term “brand” has generated and acquired a whole series of meanings and interpretations, with different specialists trying to find a more precise definition for it (Aaker, 1996; de Chernatony, 1999; Kotler, 2000)
This article investigates in depth the characteristics of the interdisciplinary social theory of neo-Marxism, as a moderate response with socio-economic influences on the paradigm of postmodern brand management, both included in a constructivist-interpretivist paradigmatic scheme
Holt and proposes new perspectives on the concept of consumer culture in which brands are seen as forms of intangible capital, with the main demands proposed by the antibranding movement being highlighted, as well as the criticisms brought to “consumer culture”
Summary
The term “brand” has generated and acquired a whole series of meanings and interpretations, with different specialists trying to find a more precise definition for it (Aaker, 1996; de Chernatony, 1999; Kotler, 2000). Brand research conducted from the cultural perspective covers a space between the strategic concepts of brand identity and the consumer interpretation of its image This theoretical model tries to fill the gaps between the corporate perspective and the consumer perspective, emphasizing the history and heritage of that brand, the way it creates associations, meaning and value. Brands are viewed from a critical perspective This type of vision is not necessarily associated with the negative impact that brands have, but rather with the way they impact and influence the world from a social, political and cultural standpoint, this perspective highlights both positive and negative aspects related to brands. This type of vision is not necessarily associated with the negative impact that brands have, but rather with the way they impact and influence the world from a social, political and cultural standpoint, this perspective highlights both positive and negative aspects related to brands. Schroeder (2015) considers that the critical perspective spreads an important point of view that shows how brands function aesthetically, ideologically and as political objectives, beyond their initial, strategic role
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