The process of de-iconisation of an iconic brand: a genealogical approach

Brand iconisation refers to the way a brand comes to symbolise the values, needs, and aspirations of the members of a particular cultural group. More than a decade of research has emphasised the many benefits that iconic brands bring to companies and has identified how brands become icons through a process of matching with cultural opportunities emerging in society. However, the way an iconic brand comes to be de-iconicised and how managers can shield brands from this risk is still under-researched. The aim of this paper is to contribute to knowledge regarding iconic brands by following the life of one iconic brand at national level, examining its history and its impact from the point of view of cultural performance. Our research contributes to the field of cultural branding through a genealogical study of how a brand becomes a national icon before becoming de-iconicised as circumstances change. Our research identifies five types of brand episode that can lead to deiconisation. Our research therefore adds new developments to iconic brand theory. It also contributes to discussing the concept of iconic brand resilience, mainly through the role of cultural intermediaries, such as filmmakers.