Branding of the Anti-Market Brands: 'Imagine' Lennon and 'Pop' Bono

Brands are meant to be compelling, not repelling or compromising to the market. Yet, there are anti-market rock brands that often prefer to create social tension, but still represent the most profitable business ventures in the world. This study reveals preliminary findings by initially focusing on two anti-market rock brands, Lennon and Bono who try to legitimize both their commercial success, philanthropy and activism while preserving their authenticity through market (melo)drama and consumer empowerment. The findings plot promising insights for the branding.



Citation:

E. Taçli Yazicioglu (2011) ,"Branding of the Anti-Market Brands: 'Imagine' Lennon and 'Pop' Bono", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 492-494.

Authors

E. Taçli Yazicioglu, Bogazici University, Turkey



Volume

E - European Advances in Consumer Research Volume 9 | 2011



Share Proceeding

Featured papers

See More

Featured

Boomerang Effect: How Sustainable Disposal Options Spur Green Consumers to Overconsume

Sommer Kapitan, Auckland University of Technology, New Zealand
Saerom Lee, University of Texas at San Antonio, USA
Eunjoo Han, Auckland University of Technology, New Zealand

Read More

Featured

The Price of a Threat: How Social Identity Threat Influences Price Sensitivity

Jorge Rodrigues JACOB, Brazilian School of Public and Business Administration, Brazil
Yan Vieites, Brazilian School of Public and Business Administration, Brazil
Eduardo B. Andrade, FGV / EBAPE
Rafael Burstein Goldszmidt, Brazilian School of Public and Business Administration, Brazil

Read More

Featured

Q8. Avatars, Consumers and Possession in Online Gaming

Feihong Hu, Lancaster University, UK
Xin Zhao, Lancaster University, UK
Chihling Liu, Lancaster University, UK

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.