The Language of Brand Relationships: Symbolic, Social, and Political Dimensions

Since brands are analogous to humans, and various human traits and characters are attached as brand characters, brands are no longer seen solely as objects but also as subjects that influence and guide how people behave and think. This perspective forms brand relationships as human relationships involving interacting, communicating, and expressing. This article uses a cultural studies approach to elaborate on how people express their relationships with brands in various languages. Symbolic language mediates the consumer-brand relationships by sign-values, forming a distinctive personal meaning. Social language directs brand relationships as consumers' social strategies in shaping class, tastes, and social identity through social, symbolic, and cultural capital—the resources and knowledge individuals can use to enhance their social status and cultural identity. Political language makes consumer-brand relationships an arena for channeling ideological desires, interests, and political voices. This elaboration opens the door to a broader discussion about brand relationships and communication from a critical branding perspective.