Latent Functions of Brands and Brandings

Hamid Tahmasebifard, Mohammad Mahdi Pouyan, Mahdie Mirzaagha


Brands and their positive consequences as an economic constructs, have been well studied. But, in addition to economic, brands are also regarded as a social construct, which has remained fairly unrecognized due to lack of academic investigations. So, the purpose of this paper is to focus on and address negative functions and effects of brands and brandings. With utilizing critical point of view and Merton’s functional analysis, this research presents a literature-based conceptual analysis of the negative functions of brands and brandings. The paper identifies that brands have their own demerits (latent functions) in addition to their merits (manifest functions). With referencing to existing literature, this paper identifies some negative effects of brands for societies such as class differences, self-alienation, cultural imperialism, emotional relationships.

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