Experiences of brands and national identity

Other disciplines know that brands affect national identity, but marketing has barely examined this relationship. We explore the conceptualisation of brands as symbolic and experiential resources from which consumers construct identity narratives. National identity is justified as a construct relevant to contemporary consumers and brands; more than shared culture, national identity encompasses feelings of belonging. We investigate consumer perspectives of how experiences of brands affect national identity. Life history narratives and friendship pair interviews were used to address how national identity is experienced in brands, and which and why brands impact national identity. Findings demonstrate the contribution of brands to consumer feelings of belonging, and of being part of a national community. Common brand consumption practices and shared appreciation for important stories embedded in brand communications assist in linking individuals with the same national identity. This research contributes to understanding brands, especially how consumers use and derive value from them. Executive Summary: National identity is a particular social imaginary identity and is a creditable, relevant contemporary form of identity which is essential for maintaining self- respect, belonging and a sense of security. Despite the fact that there is little mention of nations or national identity in marketing literature, it is striking to note that advertising is regarded as playing a central role in conceptualising the nation. Given that brands are typically the sponsors of such advertisements and that brands are partially consumed and experienced via their advertisements we ask, what is the relationship between brands and national identity? The objectives of this qualitative study in New Zealand were to determine how national identity is experienced in brands and to identify which brands make people feel the way they do about their own national identity in the New Zealand context. We found that frequently advertised local and multinational brands were identified as brands that make people feel the way they do about their own national identity. Heritage brands, that do little advertising or whose marketing communications could not be recalled, also contributed strongly to national identity. The common factor amongst all these brands was the provision of stories that were relevant to the brand and that resonated with participants. From a practitioner perspective our study provides evidence of a link between brands and national identity and points to the importance of brand owners understanding how their brand stories affect consumer usage and purchase of brands, and impact on brand value. (C) 2010 Australian and New Zealand Marketing Academy. Published by Elsevier Ltd. All rights reserved.