Iconic Brands

@article{Kravets2010IconicB,
  title={Iconic Brands},
  author={O. Kravets and {\"O}rsan {\"O}rge},
  journal={Journal of Material Culture},
  year={2010},
  volume={15},
  pages={205 - 232}
}
This article takes the story of a monument to a Soviet brand of cheese as a starting point for discussing the socio-material practices that underlie the elevation of some brands to iconic status in the post-Soviet context. While the literature on iconic or ‘symbolically dense’ brands primarily focuses on shared meanings and ideas that iconic goods come to stand for, we argue that a material perspective provides a richer and more nuanced understanding of this consecration process. Accordingly… Expand
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