Identity degrading brands

Abstract

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Brands are important cultural symbols and resources for identity expression. Whereas the use of brands as symbols to build, express, and signal identities in constructive and co-constitutive contexts has been discussed thoroughly within academic literature, little has been written on cases of dysfunctional relationships. Using Apple brand as a case study, and analyzing in-depth interviews with consumers of Apple products, we identify strategies that people use to manage their relationships with this brand even when its meanings are perceived as identity degrading. In doing so, we highlight a previously overlooked aspect of consumer-brand relationships. Our findings also underscore how identity value—even when undesirable—is managed socially as a resource on which to capitalize in the pursuit of identity.