Exploring branding approaches in Marques Keith.

Abstract

The study examines the unique brand values of Marques Keith Brownlee (MKBHD) and further analyses the brand strategies MKBHD uses to promote and maintain the image of his vlog. This research, through the lens of Goffman’s Presentation of Self and the theory of identity construction, anchored on a qualitative content analysis design interrogates the YouTube vlogs of MKBHD who was purposively selected. This study indicates that MKBHD brands himself as transparent, a tech enthusiast, a storyteller, an entrepreneur, and an athlete. Also, the data revealed that, MKBHD brands and promotes himself through; giveaways, collaborations, and promotion of multiple social media accounts. Further, the study showed that there’s very little to no data-driven approach to making his videos. MKBHD maintains his brand image by responding to feedback from his viewers. The study concludes that the MKBHD constructs modifies, promotes, and maintains his identities on social media. A noteworthy finding concerning the implication this study has for the marketing discipline is that social media has shifted value production and power away from manufacturers to consumers. Because of this, YouTubers, who have gained enough social capital under the attention economy, are arguably more influential in fostering a brand image than the companies that own the brand.