[1][2] Creative or cultural businesses, such as entertainment, publishing, design, or fashion, draw heavily on a symbolic knowledge base.
They serve important symbolic functions such as capturing, refracting, and legitimating social knowledge and values.
[5] A symbol-intensive brand is a brand adopted not only for its functional benefits, but above all, for the strong symbolism and significance that it is able to transmit, allowing a consumer to express his or her identity, to signal status or manifest a sense of belonging to a group.
Clients tend to become ambassadors, fans, champions, that find the brand fundamental or irreplaceable in their lives.
Researchers have noted superior economic and financial performances in brands capable of engaging people or influencing a social context proposing an original point of view.