Experiences of Brands and National Identity

Abstract

Other disciplines know that brands affect national identity, but marketing has barely examined this relationship. We explore the conceptualisation of brands as symbolic and experiential resources from which consumers construct identity narratives. National identity is justified as a construct relevant to contemporary consumers and brands; more than shared culture, national identity encompasses feelings of belonging. We investigate consumer perspectives of how experiences of brands affect national identity. Life history narratives and friendship pair interviews were used to address how national identity is experienced in brands, and which and why brands impact national identity. Findings demonstrate the contribution of brands to consumer feelings of belonging, and of being part of a national community. Common brand consumption practices and shared appreciation for important stories embedded in brand communications assist in linking individuals with the same national identity. This research contributes to understanding brands, especially how consumers use and derive value from them. National identity is a particular social imaginary identity and is a creditable, relevant contemporary form of identity which is essential for maintaining self-respect, belonging and a sense of security. Despite the fact that there is little mention of nations or national identity in marketing literature, it is striking to note that advertising is regarded as playing a central role in conceptualising the nation. Given that brands are typically the sponsors of such advertisements and that brands are partially consumed and experienced via their advertisements we ask, what is the relationship between brands and national identity? The objectives of this qualitative study in New Zealand were to determine how national identity is experienced in brands and to identify which brands make people feel the way they do about their own national identity in the New Zealand context. We found that frequently advertised local and multinational brands were identified as brands that make people feel the way they do about their own national identity. Heritage brands, that do little advertising or whose marketing communications could not be recalled, also contributed strongly to national identity. The common factor amongst all these brands was the provision of stories that were relevant to the brand and that resonated with participants. From a practitioner perspective our study provides evidence of a link between brands and national identity and points to the importance of brand owners understanding how their brand stories affect consumer usage and purchase of brands, and impact on brand value.

The Palgrave Handbook of Contemporary Heritage Research

“…Brands contribute to identity creation within a community (Bulmer and Buchanan-Oliver, 2010), but a brand's nationality as heritage may also communicate specific (soft) values about the product (Hakala et al, 2011). A frequent use is the reference to a positive reputation or tradition of excellence in the products of a specific country of origin, as is the case with, for example, German car makers.…”

Nations as brands: Cinema's place in the branding role

“…Various theories of culture (Holt, 2002;Bulmer & Buchanan-Oliver, 2010) have posited that culture is a motivational factor in explaining consumer brand preferences. Attitudes toward dress, behaviour with others and interest in the arts or sports are important factors that act as image builders for a country (Macleod, 2002).…”

‘Support your country and buy Chinese brands’ – would Chinese consumers buy it?

“…Existing research suggests that stimulating an individual's sense of national identity could arouse feelings of belonging to the nation, enhancing their devotion to domestic brands (Huddy and Khatib, 2007). National identity has been found to be relevant in explaining brand identity and contemporary consumer behaviour than the previously studied concept of shared culture (Bulmer and Buchanan-Oliver, 2010). Advertisements with national identity content are directly concerned with civic values (Lubecka, 2013), and can significantly increase consumers' buying intention and encourage their actual purchase (e.g., Salehzadeh and Pool, 2017).…”

“…Existing Western consumer research (e.g., Knight, 1999;Huddy and Khatib, 2007) suggests that stimulating an individual's sense of national identity could arouse feelings of belonging to the nation, enhancing their devotion to domestic brands (Huddy and Khatib, 2007) and increasing consumers' domestic brands buying intention and actual purchase (e.g., Dmitrovic et al, 2009). National identity is a socially constructed identification that represents the self-view of the nation and binds people within a community together (e.g., Bulmer and Buchanan-Oliver, 2010). National identity goes beyond shared culture, but includes the feeling of belonging; it is based on the belief that members of a nation share commonalities (Grimson, 2010;Hogan, 2005).…”