Lifestyle and Consumer Culture

nickhg88 — Thu, 30 Oct 2008 11:17:32 +0000

“Consumer culture and the development of self-identity are increasingly revolving around the importance of brands.”

The importance of brands as an expression of self-identity in contemporary consumer culture is a socio-economic phenomenon driven predominately by the human portrayal of identity through self-image. The established reputation of different brands, built-up from the differentiating factors of varying companies, acts as a mediator between individuals and the public eye. By associating one’s self with particular brands one can portray a desired image, or reveal their true personality, all through an extremely superficial manner.

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Brands give the opportunity for commodities to separate themselves from the competition, as well as establishing an identity that can involve the consumer in cultural and self-expressive behaviour. The concept of branding has grown significantly as the capitalist market promotes the spread of profitable and global corporations, encouraged particularly by globalisation. Consumer action dictates what is produced and what is not, placing the power of the market in the hands of consumers.

The intangible nature of a brand derives all of its exchange value from the consumer image of what the brand represents. Adam Arvidsson, in his article ‘Brands: A critical perspective’, defines brand value as something that “represents the present value of predictable future earnings generated by the brand” (2005, p.238). The ability of a brand to produce income is a significant factor that is closely linked to the relationships formed with consumers. As Arvidsson states in relation to the success of companies like Coca-Cola and Nike:
“the most valuable asset is the public standing of their brands: the place that these have acquired in the life-world of consumers.” (2005, p.236)

nike obsessed

This point emphasises the important role the consumer plays in the development of a brand. It is their opinion and attachment to the brand that makes it what it is. A brand’s consumer demographic will reveal a lot about the brand and the market that it is reaching.

Brand Equity

Brand equity is focused around the relationship the brand builds with its consumers, as well as potential consumers. The success of a brand relies heavily on its ability to build brand equity, as this will position the brand relative to its competitors.
“Building brand equity is about fostering a number of possible attachments around the brand, be these experiences, emotions, attitudes, lifestyles or, most importantly perhaps, loyalty.” (Arvidsson, 2005, p. 239)

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Successful brands rely heavily on building a reputation on being the best in their specialty. The fact that “as much as 30% of the value of the Coca-Cola company is held in its brand name” (Bonsall, A & Harrison, J. p.25) reveals the importance of a global companies brand. As measured in the Brandz Top 100, the combined value of all the top 100 brands “increased by 21% from $1.6 trillion in 2007 to $1.94 trillion in 2008”. An example of the power and wealth consumed by global brands is Google, currently sitting on top of the most valuable brand list, valued at $86.1 billion.

Consumers are very susceptible to positive word-of-mouth advertising and a reputation built on an aspect of a product like quality can give brands a long-term edge over the competition. The intangible nature of brands makes the reputation and comparative advantage extremely important in terms of value assessment. In Simon Anholt’s Brand New Justice he is aware of the importance of developing a strong relationship between the brand and the consumer:

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“The brand value which marketing adds to products and services in not tangible value: unlike sales, products, factories, land, raw materials or workforces, you can’t measure it very easily, but it represents capital because it enable producers and sellers to charge more money for their products and services and maintain a strong, long-term relationship with their customers.” (2005, p.1)

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The consumer’s relationship with a brand is what will fundamentally determine its success. Consumers build trust, attachment and involvement in a brand, associating themselves more so with certain brands and using them as a form of self-expression.

Self-Identity

The fact that consumption is made willingly by the consumer allows them to determine what they buy based on their personality, preferences, desired look etc. This is an obvious point, as anyone can buy what he or she wants (within financial restrictions) and ones identity is naturally formed through consumption. This point is noted by anthropologists Mary Douglas and Baron Isherwood in their book The World of Goods where they state that “consumption is not compelled; the consumer’s choice is his free choice” (1979, p.36). This statement is followed by a longwinded definition of consumption from an anthropological perspective. From my reading I take Douglas and Isherwood’s definition of consumption to lack some of the vital aspects of the term. Considering they were writing some thirty years ago I feel their position is somewhat outdated. Consumption in contemporary culture is a normalised process that individuals partake in naturally, in attempting to forge an identity. I think more emphasis needs to be placed on the importance of consumption in the construction of self-identity in Douglas and Isherwood’s definition.

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In saying they needed to explore this idea in more depth, they did touch on the point:
“People buy goods for two or three restricted purposes: material welfare, psychic welfare, and display. [Display] is a blanket term that covers all the demands of society. These tend to be crudely summed up as competitive display.” (Douglas, M. and Isherwood, B. p1)

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This idea of ‘display’ is valid in a discussion of brands in contemporary consumer culture. The display of logo’s and brands on clothes, cars, sporting equipment, shoes etc. is an example of ‘competitive display’ in the public forum. Tactical positioning of brands on items aim at maximum exposure of the company’s brand, as well as the clear association of the consumer with the brand. This idea can be clearly seen in the examples below.

Tyra Banks sporting a Louis Vuitton bag

Britney drinking starbucks

Similarly noted in Brand Simple by Allen P. Adamson “consumers are in charge of how they consume marketing and media” (2006, p.48). This reinforces the fact that people consume in an attempt to display a certain public self-image, aware that their choices in consumption and brand being displayed will be judged and observed.

Globalisation and Self-Identity

The overwhelming spread of globalisation has meant that the potential of brands to have a global impact is increasing. As Douglas B. Holt argues, companies are using global supply chains to maximise profit and decrease competition, causing a shift in markets that enables firms to make the most of their brand’s value.
“As a result of these shifts, multinational companies now compete to acquire the most powerful brands, and then invest aggressively to expand their reach in order to fully exploit the brand’s social value.” (Journal of Consumer Culture, 2006, p.300)

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The type of ‘shift’ Holt is referring to is the recent expansions of businesses into the global domain, giving them access to a huge market. The successful brands exploit the development of globalisation in attempt to homogenise consumer culture globally. Major global brands such as McDonalds and Coca-Cola try to adapt to suit the varying global consumer, allowing people from different cultures to relate to their brand, and through this building brand equity.
“In the past 20 years, neoliberal globalization has brought about a shift in the economic role of branding” Holt, 2006, p.299)

I believe this point is closely related to the negative consequence of globalisation that is the convergence of the developed world into a single global culture. This global culture is born primarily in the Western world from that of the American culture, focused on branding as a form of self-expression. The types of clothes or brands you wear are no longer representative of where you’re from, your religion, family history etc.

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Now the brand you are associating yourself with is a deliberate choice you have made when assuming a self-image. As D.B. Holt states in his article ‘Why Do Brands Cause Trouble’: “current postmodern consumer culture… is premised upon the pursuit of personal sovereignty through brands.” (2002, p.70)

Naomi Klein youtube movie

In an excerpt taken from Klein’s book No Logo: Taking Aim at the Brand Bullies (1999) she argues that big brands such as McDonalds, Starbucks, Gap etc. are “the entry point into globalisation” and the nature of these global corporations promotes inequality. (To view an extended youtube documentary outlining Klein’s views click here)

The capitalist economic system encourages the outsourcing of labour to developing countries, exploiting poorer nations as a means for global corporations to maximise profits. Another aspect of globalisation affecting the nature of consumers is the global homogenisation of identity and personality encouraged by the spread of powerful cultures like that of the United States. Companies are increasingly producing self-identity for people. Brands and media create a sense of self that is only attainable through the consumption of their brand. Previously self-identity was built around one’s role in the workplace, religion, status etc. now it is a consumable entity.

Examples of the consumption of brands used as a form of self-expression:

Louis Vuitton

A prominent example of branding being used to create and portray one’s self-identity is the luxury fashion brand of Louis Vuitton. Also known as LV, Louis Vuitton is internationally renowned and famous for being the most recognisable name and logo in high fashion. Being one of the oldest fashion companies in the world (established in 1854), LV has had the time to build huge amounts of brand equity, establishing what it is known for currently.

The Louis Vuitton logo exudes wealth and luxury, known for the highest quality materials and craftsmanship. Typically seen in the hands of celebrities, the brand has the ability of being able to charge exorbitant prices, further emphasising the status of its consumers. Louis Vuitton’s success is evident in the ‘Brandz Top 100’ where it features in 19th position, valued at $25.7 billion, the most valuable fashion brand in the world.

Jessica Simpson and LV

Usher with LV

The well-established reputation of Louis Vuitton as the most luxurious and excessive brand in the fashion world brings with it connotations the consumer takes on when purchasing the brand. This is a major brand in the world that carries with it assumptions of class and status that the consumer willingly accepts, affirming Douglas and Isherwood’s point that “the consumer’s choice is his free choice” (1979, p.36). When wearing LV one is aware of what it represents: high-fashion, class, wealth, and the brand takes advantage of that, making extremely visible their trademark logo on all their goods.

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The video shown below is a Louis Vuitton advertisement called Louis Vuitton Core Values- Where Will Life Take You?

This advertisement uses a subtle and artistic theme to get across the idea that life is a journey and you can determine which paths you take. This gives the impression that by consuming Louis Vuitton you can choose the right path, forming a self-identity based purely on what the brand can do for you. The emphasis placed on the brand’s ability to influence one’s life ‘journey’ and have such a major role in life reveals the importance of brands in contemporary consumer culture (or it could just reveal the perceived self-importance of the LV brand managers shown through their advertisements…).

Apple- iPod

Apple, according to ‘Brandz Top 100’, is the seventh biggest brand in the world, valued at $55.2 billion with a 123% increase in value in the past year. This huge global corporation has revolutionised the technology market with user-friendly, personable (as shown below), stylish appliances, most significantly the iPod. The iPod’s introduction into the market in October, 2001 has exceeded all expectations, selling over 170 million units (Gaba, 2007).

The success of the Apple (view website) brand lies predominately in its relationship with the consumer. The image Apple has established through its products is one of creativity, individuality and convenience. In the computer market, the brand is targeting people who like the idea diverging away from the mainstream competition, Microsoft (the 3rd most valuable brand worth $70.9 billion). Through purchasing an Apple Mac computer the consumer establishes an identity, dissociating themselves from the norm. Apple relies on this image as their way of separating themselves from the competition. The brand claims that its product is “elegant and easy to use” (Apple.com) as well as having the capabilities of “what a PC does, only better”.

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Apple is a good example of self-identity developing from brands in contemporary consumer culture as it has a clearer image associated with it that consumers can take from the brand. These images often include relations to words such as:

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CREATIVITY INDIVIDUALITY FUTURE

The Apple website has a page called “Which Mac are you?” which enables the consumer to determine which of their products best suits their lifestyle, personality and needs. This further emphasises the way in which this company attempts to sell the lifestyle and culture of Apple, developing products that cater for the all types and enabling consumers to include their Apple product as a piece of their identity.

Conclusion:

The increasing importance of brands in contemporary consumer culture is an economic phenomenon that is predominately centred around the expression of self-identity. With the increased accessibility of international cultures as a result of the spread of globalization, brands are one of the major aspects of culture where people can differentiate themselves. The homogenisation of the worlds numerous different cultures into a single consumable global culture leads to evolved forms of self-expression and display of identity. The contemporary consumer culture way of expressing your self is increasingly dependant on brands as an outlet for personality, style, attitude etc. Although the powerful capitalist market and the rise of globalisation play a significant role in the development of this cultural phenomenon, the evolving nature of individuals has increasingly centred around their role as consumers. When the act of consumption becomes as normalised and influential as it currently has, new trends will submerge as people try to separate themselves from the masses. In this example, it is brands that act as the personable and identifiable component of consumption, enabling consumers to construct their desired identity through their choice of consumption.

References:

Adamson, A.P. Brand Simple: How the Best Brands Keep it Simple and Succeed. (Palgrave Macmillan: New York. 2006)

Anholt, S. Brand New Justice: How branding places and products can help the developing world. (Elsevier Butterworth-Heinemann: Oxford. 2005)

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Arvidsson, A. ‘Brands a Critical Perspective’, Journal of Consumer Culture, Vol. 5(2) (SAGE: London. 2005).

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Bonsall, A. Harrison, J. Brand-Aid: The Secrets of Consumerspeak. (Esstee Media: Australia. 2006)

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‘Brandz Top 100 Brands Shows Dramatic Growth in the Financial Power of Brands’, Millward Brown Optimor, 21/4/08. URL: http://www.brandz.com/output/brandz-top-100.aspx Accessed on 27/10/08.

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Douglas, M. Isherwood, B. The World of Goods: Towards and Anthropology of Consumption. (Allen Lane: London. 1979)

Gaba, C. ‘iPod Sales: Quarterly & Total’, Retrieved on 30/10/08. http://www.systemshootouts.org/ipod_sales.html

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Holt, D.B. ‘Toward a Sociology of Branding’, Journal of Consumer Culture, Vol. 6 (SAGE: London. 2006)

Holt, D.B. ‘Why do brands cause trouble? A dialectical theory of consumer culture and branding’, Journal of Consumer Research, Vol. 29, June, pp70-90. 2002.

Sinclair, J. ‘Branding and Belonging’, Journal of Cultural Economy, Vol. 1, No. 2, (Routledge: London. July 2008)

Brand Obsessed