This article presents a study of memes published (on Facebook, X, Instagram, and TikTok) by six particularly different brands (Oasis, Pulco, Panzani, Gucci, IKEA, and Netflix). Through a documentary corpus and thematic content analysis, the study brings to light various observations on brand memes. These are popular, unifying, porous, and viral content that can become particularly strategic de-branded branding tools for advertisers. Memes offer brands an opportunity to increase their virality, visibility, and image at a low cost without being accused of promotional hype.
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Stéphanie Marty (2025) studied this question.
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