Chapter | Consumer Behavior: Human Pursuit of Happiness in a World of Goods | 2013

Gender Bender Brand Hijacks and Consumer Revolt: The Porsche Cayenne Story

by Jill Avery

Abstract

Throughout history, marketers have created gendered brands, creating their brands and the stories they crafted about them in their advertising to appeal either to men or to women. Gendered brands deliver value to consumers, and therefore, deliver value to marketers. "Gender-bending," taking a brand that has historically been targeted to one gender and targeting it to the other gender, is becoming a more common occurrence. This can be a risky strategy. Consumers who rely on the brand's gender meanings feel threatened when the brand becomes associated with the opposite gender. This chapter traces what happens when brands traditionally used by one gender are targeted toward the other and shows the detrimental long term branding effects of gender-bending.

Keywords: marketing; consumer behavior; Brands; brands and branding; brand positioning; Brand equity; brand management; Advertising Campaigns; Customer Focus and Relationships; Marketing; Brands and Branding; Marketing Strategy; Auto Industry; Consumer Products Industry;

Citation:

Avery, Jill. "Gender Bender Brand Hijacks and Consumer Revolt: The Porsche Cayenne Story." In Consumer Behavior: Human Pursuit of Happiness in a World of Goods. 3rd ed. by Jill Avery, Robert Kozinets, Arch Woodside, Banwari Mittal, and Priya Raghubir, 645–649. Cincinnati: Open Mentis, 2013.