Untitled - Kommunikationsforum

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Abstract
In this thesis we investigate the correlation between the construction of brand meaning and identity
formation processes. Based on Anthony Giddens' analysis and thoughts about late modernity’s
reorganisation principles we argue initially that identity is a dynamic, reflexive process that is
increasingly explicit through increased awareness of consumption. The late modern reflexive consumer
is considered in the sense as socio-cultural co-producer whereby the entire social landscape, as
consumption is embedded in, also transforms. By carry on Giddens' reflexive identity concept within
the framework of two different paradigmatic branding theories, as manifested through respectively
Majken Schultz & Mary Jo Hatch and Sophie Esmann Andersen we extrapolate on a theoretical level
organisational oriented brand definition that refers to Schultz & Hatch’s understanding and a
consumer-oriented brand definition, which refers to Andersen's understanding. Both understandings
are relevant but since we argue that the consumer-oriented understanding of brands as dynamic identity
references and socio-cultural resources that gets its meaning through distribution in social communities,
expressed through reflexive consumption, more consistent are able to implement and take the
consequences of Giddens' reflexive identity concept, we will in the following work with this definition.
Henceforth we use Rogers' diffusion theory as an analytical tool which enables us to uncover
construction and distribution of brand meaning as diffusion of innovation understood as synonymous
processes. A key point becomes that distribution and construction of brand meaning on equal footing
with the diffusion of innovations can be considered functionally as social processes.
The above theoretical work underlying our following analysis where we look at how a specific social
community, in the form of a women lodge, constructs brand meaning about the little charitable
organisation Indvandrer Kvindecentret on Nørrebro. This uncovered through a focus group interview
with four representatives from the lodge that shows how members of the lodge consume and thus
form brand meaning about groceries, charity support and certain women's perceptions as identity
references and socio-cultural resources in social communities outside organisations’ and company’s
sphere. Brands appears thus as an explicit identity reference and socio-cultural resource which is
especially manifested through reflections about consumption.
Thus we have both theoretically and in practice elucidated the relationship between the construction of
brand meaning and identity formation processes.