Isn’t it iconic? Brand iconicity and distilled spirits: An exploratory study

ABSTRACT

This exploratory study uses both qualitative and quantitative data to reveal insights used to proffer a new definition for iconicism as related to distilled spirits: A distilled spirit brand that has reached the pinnacle of its category through quality product, widespread brand recognition in the marketplace, brand insistence from its consumers, and an extended product life cycle. The study found that package and brand name recognizability was the most important attribute for a distilled spirit to be considered iconic, followed by longevity, the story the brand tells, cultural relevance, status and lastly celebrity endorsement. Additionally, the research revealed specific brands in each distilled spirit category that respondents considered to be iconic. The main contribution of this work is furthering the research on both iconicism and distilled spirits in academia and providing useful insights to industry professionals.

KEYWORDS:

• Iconic
• branding
• distilled Spirits