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The myth at the heart of the brand

Date of publication: June 15, 1996

Catalogue: Seminar 1996: The Big Brand Challenge

Author: Monty Alexander

Abstract:

This paper adapts aspects of the work of anthropologist Claude Levi- Strauss for use in market analysis and research. The methodology has been pioneered by the author's company, and is regularly used by them in their analytical work. The paper explains how successful brands embody myths; and outlines a technique by which this brand myth can be identified, evaluated and exploited. The technique can also be used by non-semiotic market researchers and planners as a useful tool in analysis, strategic planning and brand development.

Monty Alexander

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Citation

Alexander, M. (1996a, June 15). The myth at the heart of the brand. ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/the-myth-of-the-brand-in-asia