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.


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.


E. Taçli Yazicioglu, Bogazici University, Turkey


E - European Advances in Consumer Research Volume 9 | 2011

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