Fill up the bottle with iconic liquid: a qualitative research conceptualising iconic packaging

Sammanfattning: Purpose: The purpose of this study is to investigate how a brand’s packaging design becomes iconic through entering pop culture/art. Design/methodology/approach: This paper is of qualitative nature, based on a traditional literature review along with multiple case-study research. This approach allows for deep analysis into the dimensions of iconic packaging. Finally, template analysis was made to analyse textual data. Findings: The main finding of this research is that packaging can become iconic through specific iconicity assets, namely authenticity, longevity, packaging recognition, uniqueness, and symbolism. Interdependence between the assets was found, which led to the iconic features of the packaging. Research limitations: One key limitation of this paper is that only a selected number of cases have been analysed. It should further be noted that the analysis has been done from an outside-in perspective. Another limitation is that the research method did not include primary data findings. The case studies are also focused on four specific examples, the results are not generalisable as such. Practical implications: Logotypes and brand packaging can function as iconic symbols in art and pop culture, which by extension can contribute to brand equity and value. Originality/value: This paper can contribute to the research within the field of cultural branding, and extend the knowledge of how brands become iconic through their packaging design.