Coca-Cola brand The meaning of symbolic consumption can be explained by assuming consumption as part of problem-solving. If we consider a brand to be having significant meaning, it can be utilized as a symbol. It is, however, difficult to grasp the meaning of a specific brand because of the idea of presumed knowledge concerning the brand, shared by users of the brand (Schembri et al. […]

Physique according to him is the basis of the brand. –E. G. the physique ofPhilips is “technology and reliability” while for the brand Tata it is “trust” •Personality is same as Aaker, it answers the question “what happens to this brand when it becomes a person? ” •Culture symbolizes the organization, its country-of-origin and the values it stands for. –E. G. traditional brands like balsara, […]