Alison Chen
Pronouns: she/her
Research Mentor(s): Jin Sung
Research Mentor School/College/Department: Marketing / Business
Program: UROP
Session: Session 7 (4:40pm – 5:30pm)
Authors:
Abstract
What is an iconic brand? Apple, Coca-Cola, and Nike are world-famous brands that are frequently described as “iconic.†Despite constant usage of the terms “iconic brand†and “brand iconicity,†there is little research that adequately characterizes the construct. We aim to propose an empirically-validated definition of brand iconicity by identifying symbolism, instant recognizability, and timelessness as some of its foundational characteristics. Studies identified components of brand iconicity from participant essays, developed a measure for brand iconicity based on the identified components, and analyzed data from experiments to demonstrate the validity and reliability of the definition and measurement of brand iconicity. In summary, we suggest a theoretical framework for brand iconicity, which would aid marketers in implementing effective branding strategies. This ongoing research will help expand our understanding of iconic brands, thus contributing to the literature and strengthening the foundation for further research.
