Brand, Branding and Co-creative Consumer in Sociology

RUNNING HEAD: BRAND, BRANDING AND CO-CREATIVE CONSUMER IN SOCIOLOGY 0
Brand, Branding
and Co-creative
Consumer in
Sociology
STUDENT’S DETAILS-
MADHURI
2020

BRAND, BRANDING AND CO-CREATIVE CONSUMER IN SOCIOLOGY 1
Significance of Brand, Branding and Co-Creative
Consumer in Sociology
Brand is considered as an important element of person’s culture. As brand is identified as the
identity of the product, it seeks to determine the consumer’s ability to demonstrate a lifestyle and
represent the image of the consumers (Pongsakornrungsilp and Schroeder 72-82). This is
also represented by the branding which influences the culture of the consumers and co-creative
customer being made by the brand engagement. Here, the essay will discuss the significance of
brand, branding and co-creative consumer from the sociological perspective.
Brand is regarded as the social identity that entails how the consumer perceives himself as the
top in the society. Moreover, brand is an important element of society in which the messages and
the symbolic meanings to be demonstrated by the brand are well-defined culture of consumer
which are the manuals of attractive customer lifestyle (Alnawas and Altarifi 111-128).
Subsequently, this lifestyle is the determines the sociological perspectives. Further, brand
satisfies the day to day psychological needs of the consumers. From the sociological
perspectives, the individualism theory is applicable to the brand as the consumers specifically
seek for their own identity into the society. Moreover, brand also plays an important role in the
society’s principles and other social factors. Also, there is a situation wherein brand is influenced
by the traditions, culture and other social factors which are freely expressed by the consumers by
the help of brand value (Kornberger). Further, brand as a social identity through the symbolic
identities and creates the social space. The individual values can be dynamic in the sense that
there can be differences in the personal culture, religion, rituals and imagination of the