RT journal article
T1 Branding, culture, and political ideology: Spanish patriotism as the identity myth of an iconic brand
A1 Pineda, A.
A1 Sanz Marcos, Paloma
A1 Gordillo-Rodríguez, M.T.
A2 Marketing y Comunicación
K1 branding
K1 Cultural branding
K1 Iconic brands
K1 Ideology
AB Abstract        Iconic brands        Cultural branding and ideology        Research object and aims        Method        Results        Discussion and conclusion        Acknowledgements        Declaration of conflicting interests        Funding        ORCID iDs        References        Biographies    PDF / ePub    MoreAbstractThe cultural aspects of brands, as well as their consideration as symbols in consumer cultures, are relevant elements of contemporary branding. This research relies on cultural branding as a theoretical framework that explains the role of brands as vessels of ideology. Such a role relates to the fact that brands can simultaneously reflect and smooth societal tensions – that is, the mechanics that turn brands into icons according to the theory of “iconic brands.” This article focuses on the Spanish fashion company Piel de Toro (“Bull Skin”) to illustrate the ideological role of brands, as well as the identity myths they convey to meet consumers’ anxieties. To study the way this brand formulated a patriotic identity myth in the context of the Catalonian separatist movement, Piel de Toro’s “Proudly Spanish” 2017 campaign is analyzed by putting together the brand genealogy method and different data sources. Results shed light on the scope and limits of the brand’s iconic status, and indicate the role of commercial brands as political–ideological actors in contemporary Spanish culture.
PB Sage
SN 1469-5405
YR 2020
FD 2020
LK http://hdl.handle.net/10498/30119
UL http://hdl.handle.net/10498/30119
LA eng
DS Repositorio Institucional de la Universidad de Cádiz
RD 12-nov-2026