Reaching for the Stars: An exploratory study to conceptualize product iconicity

Sammanfattning: Background/Problematization: Iconic brands are the gold standard of branding and have established a central role in the consumers’ lives. Behind every iconic brand, we can find iconic products. Despite the importance of these products, iconic products are overlooked in academia. Few studies have explored the concept and there is no common definition or comprehensive framework. This is restrictive to academics and practitioners alike. Purpose: The aim of this study is to develop a framework that maps out the drivers of product iconicity and therefore conceptualizes the subject. Design/Methodology/Approach: This paper uses a qualitative multiple-case study methodology, allowing deep analysis into dimensions of product iconicity and evaluation of their relevance and applicability. Using template analysis, product iconicity drivers are deduced both from existing literature and induced from the case data. Findings: The case studies confirmed the relevance of six previously suggested product iconicity drivers – high awareness, distinctiveness, aspirational vision, cultural relevance, longevity, and superior product experience – and revealed a seventh one, namely consistency. While the strength of each may vary over time, iconic products seem to embody all drivers to some extent. Based on these findings, a conceptualization of product iconicity is conceptualized in the proposed Product Iconicity Star framework. Research implications/limitations: The main contribution is a comprehensive conceptualization of iconic products. Moreover, the derived framework also elaborates existing literature on product iconicity and revalidates some findings of other scholars. The main limitation of this paper is the generalizability. More research is needed to elaborate the framework and increase the external validity of the findings. Overall, the study opens up many new opportunities for further research. Managerial implications: The Product Iconicity Star is an actionable framework that can be used to identify, create, manage, or activate iconic products. It might also be useful in the management and creation of iconic brands. Originality/Value: This paper provides insight into product iconicity and the drivers that generate it. It is one of the first studies focusing on conceptualizing product iconicity, and the, to our knowledge, first to suggest a comprehensive framework.