Negotiating the meaning of brands

Abstract

How does a brand become meaningful, and how does certain lifestyle values become integrated into a brand so that the brand appears like a trustworthy statement? The paper investigates the ongoing negotiation processes between brand maker and brand users as a key to understand how brands become meaningful. The result of the negotiation processes is the creation of a common consent of meaning, which the brand rests upon. This implies that a brand can only be meaningful if the brand maker and brand users can create this brand habit.