Abstract

This essay discusses two overall questions. First, what core brand value, brand mantra word and brand narrative are semantically correlated with consumers’ perception of democracy? Second, does the idea of democracy provide a desirable, commercial brand position by tying into crucial human needs? The author provides a suggestive, empirically based answer to the first question, whereas the answer to the second one draws on the German philosopher, Axel Honneth’s, recent theory of social recognition. The essay concludes with a critical discussion.