Symbolic meaning creation is central for the management and Essay

Symbolic meaning creation is central for the management and consumption of brands - Essay Example products and goods started to emerge during 1950s and it essentially tried to embody the notion of buying things not based on what they do but what they actually mean to the consumer. This aspect of products and relative tendency of consumers to assign meanings to the different products therefore suggest some very interesting challenges for the overall brand management and how brand managers can create and sustain such symbolic meanings for their brands. This line of thinking therefore suggests that marketing systems are conceptualized as the culture production systems also because of their ability to create symbolic and cultural meanings for the goods and services. Issues like conspicuous consumption therefore come within the domain of how the marketing systems can be utilized as the meaning creation systems too with emphasis on the meaning creation by symbols. (Wattanasuwan, 2005) It is generally believed that the contemporary society is the society which is based upon consumerism. Different social arrangements within this society therefore crafted around the way different individuals in society consume. Consumption therefore is considered as the central to the different central practices in any given contemporary society. Thus the products which are consumed by individuals and the services enjoyed by the individuals just refer to the ways individuals associate themselves with different groups in a society. It is also argued that the consumers therefore not only consume the products and services but also the associated images with these products and services also. From the social perspective, it is therefore believed that in a fast paced society there is a greater need for having an individual meaning for the consumers also therefore consumers tends to associate themselves with different products and services and images attached to these products. Thus the overall concept is based upon the individual urge to have the sense of meanings to the self therefore