Jack Daniel’S America: Iconic Brands As Ideological Parasites and Proselytizers
Branding is often viewed as a form of ideological influence, but how brands impact ideology has not been carefully specified. I use a genealogical study of the emergence of Jack Daniel’s Whiskey as an iconic brand to specify the ideological role played by such brands in relation to other producers of ideological change, particularly the other culture industries. I demonstrate that brands play a distinctive role, quite different from that critics have described: brands act as parasites riding the coat-tails of other more powerful cultural forms, but then use their market power to proselytize these ideological revisions. Through ubiquity and repetition, brands transform emergent culture into dominant norms.
Citation:
Douglas Holt (2007) ,"Jack Daniel’S America: Iconic Brands As Ideological Parasites and Proselytizers", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 145-149.
Authors
Douglas Holt, United Kingdom
Volume
E - European Advances in Consumer Research Volume 8 | 2007
Share Proceeding
Featured papers
See MoreFeatured
M4. How Consumption Experiences Create Value
Gia Nardini, University of Denver
Melissa Archpru Akaka, University of Denver
Deborah MacInnis, University of Southern California, USA
Richard J Lutz, University of Florida, USA
Featured
When High-End Designers Partner With Low-Cost Retailers: Bridging the Access Gap
Gabriel E. Gonzales, Pennsylvania State University, USA
Johanna Slot, Pennsylvania State University, USA
Margaret Meloy, Pennsylvania State University, USA
Featured
K11. Effects of Emotional vs. Rational Thinking on Consumer Responses to Verbal Precision
Ann Kronrod, University of Massachusetts, USA
Guang-Xin Xie, University of Massachusetts Boston
Shai Danziger, Tel Aviv University, Israel