Abstract

The consumption process in today’s branded world tends to be more complex. Consumption involves meanings and politics, which are socio-culturally constructed. Moreover, Brand plays a distinct role in the social relations of consumers. It becomes the capital for consumers in social struggle, both in the Brand (lovers) communities and broader communities. The tension and functionality of brand modalities may differ in each domain depending on social strategy. Therefore, the Brand becomes the medium of judgment in specific tastes that flutters on social stratification. This stratification is formed/forming the power relations among consumers. This article focuses on how brand relationships play a role in consumers’ social strategies and how innovative product values can be constructed socially and culturally within the brand relationships space. The cultural studies approach is used to examine some examples in Indonesia, to get cultural insights into the social dimension of brand relationships. The limited literature regarding the social dimensions of brand relationships and how they can be capitalized as insights for sociocultural-based product values development makes this article relevant and significant as a reference for subsequent studies and practitioners.