Speaking of Themselves: Developing a Theory of Self-referential Branding

Abstract

This research examines the concept of self-referential branding, enabled by a linguistic paradox, where brands develop a second meaning through a connotation that goes beyond their denotation. This furthermore advocates for brands as multifaced entities with a self-identity. Through a Constructivist Grounded Theory methodology, the study formulates a self-referential branding theory, conceptualized by four key processes: Foundational Value Creation, Value-Communication Synchronization, Value Integrity Cultivation, and Value-Driven Growth. The empirical findings implies that brands first and foremost establish a set of core values reflective of their identity, align their communication with these values, and maintain integrity to unify internal ethos and external perception. Through these values, they can capitalize on their holistic brand equity and expand. The findings of the research are discussed in relation to the existing branding and philosophical literature, providing new insights into the understanding of brand identity and differentiating selfreferential branding from traditional theories. This highlights the unique market positioning mechanisms of these brands, contributing to the understanding of brand identity and communication strategies.