Brand Literacy: Consumers’ Sense-Making of Brand Management

Anders Bengtsson, Suffolk University
Fuat Firat, University of Texas Pan American

Brand Literacy: Consumers’ Sense-Making of Brand Management 

Anders Bengtsson, Suffolk University

Fuat Fırat, University of Texas Pan American

 

In cultures where brands play important roles for consumers’ identity construction, people learn how to relate to and use brands ‘knowingly.’ Through the process of learning to consume brands in ways that are recognizable by the consumer culture, consumers develop brand literacy. Based on contemporary studies in literacy, this paper develops the concept of brand literacy. We trace the historical reasons why such literacy emerges and illustrate from a research study the different levels of brand literacy, and discuss the implications for consumers’ engagement and experiences with contemporary consumption life and culture.
[ to cite ]:
Anders Bengtsson and Fuat Firat (2006) ,"Brand Literacy: Consumers’ Sense-Making of Brand Management", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 375-380.