Brandism - Exploring Self Identity

This book studies the phenomena of postmodernism, focusing specifically on the influence of self-identity on the brand consumption culture of the Pakistani postmodern consumer. It attempts to explore the largely unexplored area of symbolic consumption of brands and the role a consumer’s self-image plays in the choices and decision making related to brands. The book explains the emerging field of postmodern marketing and its elements of hyper reality, fragmentation, deconstruction of hierarchies and pastiche. The unpredictable postmodern consumer can no longer be stereotyped. Brand consumption has now become more symbolic than functional in nature and consumers’ self symbolism plays a huge role in influencing their needs and wants as far as brands are concerned. Postmodern marketing, although researched upon in other countries is yet a largely unexplored field in Pakistan, aims to help marketers understand the post modern consumer and how does it effect them.