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
C4. The role of attachment to a human brand in improving eating habits
Amélie Guèvremont, École des Sciences de la Gestion, UQAM
Featured
Guilt Undermines Consumer Willingness to Buy More Meaningful Time
Ashley V. Whillans, Harvard Business School, USA
Elizabeth W. Dunn, University of British Columbia, Canada
Featured
The Impostor Syndrome from Luxury Consumption
Dafna Goor, Harvard Business School, USA
Nailya Ordabayeva, Boston College, USA
Anat Keinan, Harvard Business School, USA
Sandrine Crener, Harvard Business School, USA