Efficacy of Brand Iconicity for Business Sustainability: A Critical Review of Studies

Anthony Okoeguale

Abstract

In the business world, iconic brands are regarded as market leaders that define the growth and development of industries. This study explored the existent formulation of brand iconicity and examined its efficacy for promoting business sustainability. For contextual relevance, the study conducted a conceptual and empirical review on brand communication, brand management, brand iconicity, and business sustainability. The study concluded that companies should strive to build brands to the level of iconicity to remain relevant, successful, and sustainable in the world of competition. Furthermore, brands should strengthen their values, vision, and brand architecture to enhance brand iconicity in business. This research novelty is on the brand iconicity approach to the facilitation of business sustainability with a significant focus on the product categories and relationship with consumers.

 

Keywords: brands, brand communication, business sustainability, consumers, iconicity.


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