RT journal article
T1 The Misalignment Between the Iconic Brand and the Target. Quiksilver as a Case Study in the Spanish Surf Market
T2 El desajuste entre la marca icónica y su público objetivo: Quiksilver como estudio de caso en el mercado español del surf.
A1 Sanz Marcos, Paloma
A1 Esparza, Daniel
A2 Marketing y Comunicación
K1 branding
K1 culture
K1 brand icon
K1 surfing
K1 genealogy
K1 cultura
K1 marca icónica
K1 genealogía
AB This article focuses on the Quiksilver surf brand to illustrate the process of its de-iconisation in the Spanish market. Based on the theoretical framework of cultural branding through discourse genealogy, which includes an analysis of media representation and a study of the consumer perspective, this research explains how the brand can lose the iconic status it has achieved through a series of management decisions that directly affect its core audience. The findings suggest that the brand’s initial success at the expense of the commodification of the cultural capital of consumers led to a loss of authenticity that precipitated its economic and iconic decline.
PB Routledge
SN 1528-7068
YR 2026
FD 2026-07-30
LK http://hdl.handle.net/10498/40339
UL http://hdl.handle.net/10498/40339
LA eng
DS Repositorio Institucional de la Universidad de Cádiz
RD 05-nov-2026