Branding Cultural
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Brand Culture
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Author : Jonathan Schroeder
language : en
Publisher: Routledge
Release Date : 2006-03-27
Brand Culture written by Jonathan Schroeder and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006-03-27 with Business & Economics categories.
This fascinating book shows that neither managers nor consumers completely control branding processes – cultural codes constrain how brands work to produce meaning. Placing brands firmly within the context of culture, it investigates these complex foundations. Topics covered include: the role of consumption brand management corporate branding branding ethics the role of advertising. This excellent text includes case studies of iconic international brands such as LEGO, Nokia and Ryanair, and analysis by leading researchers including John M.T. Balmer, Stephen Brown, Mary Jo Hatch, Jean-Noël Kapferer, Majken Schultz, and Richard Elliott. An outstanding collection, it will be a useful resource for all students and scholars interested in brands, consumers and the broader cultural landscape that surrounds them.
How Brands Become Icons
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Author : Douglas B. Holt
language : en
Publisher: Harvard Business Press
Release Date : 2004
How Brands Become Icons written by Douglas B. Holt and has been published by Harvard Business Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004 with Business & Economics categories.
“Iconic brands” (ie: Coca-Cola, Volkswagon, Corona) have social lives and cultural significance that go well beyond product benefits and features This book distills the strategies used to create the world’s most enduring brands into a new approach called “cultural branding". Brand identity is more critical than ever today, as more and more products compete for attention across an ever-increasing array of channels. This book offers marketers and managers an alternative to conventional branding strategies, which often backfire when companies attempt to create identity brands.
Globalization Culture And Branding
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Author : C. Torelli
language : en
Publisher: Springer
Release Date : 2013-11-19
Globalization Culture And Branding written by C. Torelli and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-11-19 with Business & Economics categories.
Drawing from novel theoretical insights in social psychology, cultural psychology, and marketing, Globalization, Culture and Branding provides guidelines for imbuing brands with culturally symbolic meanings that can create deep psychological bonds with multi-cultural consumers.
Cross Cultural Brand Personality And Brand Desirability
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Author : Corinna Colette Vellnagel
language : en
Publisher: Springer Nature
Release Date : 2020-08-13
Cross Cultural Brand Personality And Brand Desirability written by Corinna Colette Vellnagel and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-08-13 with Business & Economics categories.
This research proposes and empirically tests the impact of brand personality dimensions on brand desirability in a cross-cultural context. Further, the concept of brand-self-congruity is tested on its mediating role between brand personality dimensions and brand desirability. The results reveal that certain brand personality dimensions can have a direct and/ or indirect impact on brand desirability. Yet, this effect mechanism has not only been found to be brand-dependent but also culture-dependent. In this context, the mediating role of brand-self-congruity was confirmed across all cultures and brands investigated. Important implications are derived for research and brand management. In different countries, different brand personality dimensions lead to brand desirability. Therefore, brand managers should know their markets, understand cultural differences and adjust their brand strategy accordingly in order to attain brand desirability.
Consumer Culture Branding And Identity In The New Russia
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Author : Graham H.J. Roberts
language : en
Publisher: Routledge
Release Date : 2016-04-14
Consumer Culture Branding And Identity In The New Russia written by Graham H.J. Roberts and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-04-14 with Business & Economics categories.
As shopping has been transformed from a chore into a major source of hedonistic pleasure, a specifically Russian consumer culture has begun to emerge that is unlike any other. This book examines the many different facets of consumption in today’s Russia, including retailing, advertising and social networking. Throughout, emphasis is placed on the inherently visual - not to say spectacular - nature both of consumption generally, and of Russian consumer culture in particular. Particular attention is paid to the ways in which brands, both Russian and foreign, construct categories of identity in order to claim legitimacy for themselves. What emerges is a fascinating picture of how consumer culture is being reinvented in Russia today, in a society which has one, nostalgic eye turned towards the past, and the other, utopian eye, set firmly on the future. Borrowing concepts from both marketing and cultural studies, the approach throughout is interdisciplinary, and will be of considerable interest, to researchers, students and practitioners wishing to gain invaluable insights into one of the most lucrative, and exciting, of today’s emerging markets.
Cultures Of Commodity Branding
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Author : Andrew Bevan
language : en
Publisher: Routledge
Release Date : 2016-06-16
Cultures Of Commodity Branding written by Andrew Bevan and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-06-16 with Social Science categories.
Commodity branding did not emerge with contemporary global capitalism. In fact, the authors of this volume show that the cultural history of branding stretches back to the beginnings of urban life in the ancient Near East and Egypt, and can be found in various permutations in places as diverse as the Bronze Age Mediterranean and Early Modern Europe. What the contributions in this volume also vividly document, both in past social contexts and recent ones as diverse as the kingdoms of Cameroon, Socialist Hungary or online eBay auctions, is the need to understand branded commodities as part of a broader continuum with techniques of gift-giving, ritual, and sacrifice. Bringing together the work of cultural anthropologists and archaeologists, this volume obliges specialists in marketing and economics to reassess the relationship between branding and capitalism, as well as adding an important new concept to the work of economic anthropologists and archaeologists.
Authentic
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Author : Sarah Banet-Weiser
language : en
Publisher: NYU Press
Release Date : 2012-10-15
Authentic written by Sarah Banet-Weiser and has been published by NYU Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-10-15 with Social Science categories.
Brands are everywhere. Branding is central to political campaigns and political protest movements; the alchemy of social media and self-branding creates overnight celebrities; the self-proclaimed “greening” of institutions and merchant goods is nearly universal. But while the practice of branding is typically understood as a tool of marketing, a method of attaching social meaning to a commodity as a way to make it more personally resonant with consumers, Sarah Banet-Weiser argues that in the contemporary era, brands are about culture as much as they are about economics. That, in fact, we live in a brand culture. Authentic™ maintains that branding has extended beyond a business model to become both reliant on, and reflective of, our most basic social and cultural relations. Further, these types of brand relationships have become cultural contexts for everyday living, individual identity, and personal relationships—what Banet-Weiser refers to as “brand cultures.” Distinct brand cultures, that at times overlap and compete with each other, are taken up in each chapter: the normalization of a feminized “self-brand” in social media, the brand culture of street art in urban spaces, religious brand cultures such as “New Age Spirituality” and “Prosperity Christianity,”and the culture of green branding and “shopping for change.” In a culture where graffiti artists loan their visions to both subway walls and department stores, buying a cup of “fair-trade” coffee is a political statement, and religion is mass-marketed on t-shirts, Banet-Weiser questions the distinction between what we understand as the “authentic” and branding practices. But brand cultures are also contradictory and potentially rife with unexpected possibilities, leading Authentic™ to articulate a politics of ambivalence, creating a lens through which we can see potential political possibilities within the new consumerism.
Corporate Cultures And Global Brands
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Author : Albrecht Rothacher
language : en
Publisher: World Scientific
Release Date : 2004
Corporate Cultures And Global Brands written by Albrecht Rothacher and has been published by World Scientific this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004 with Business & Economics categories.
This interesting book covers the development of 18 prominent European, American and Asian companies from their humble origins to their current status as global operators. The case studies review the changes of their corporate structures and the successes and failures of their marketing and branding strategies. A wide range of business sectors is covered, including foodstuffs, drinks, retail, apparel, electronics, aviation, cars and entertainment. Of prime importance for corporate survival and growth in all sectors and countries is the crucial shift from owner-founder-run companies to consolidated management-led corporations. The wide range of sectors and countries of origin featured also permits valid conclusions on the persistence of distinctive national management styles and brand images. This clearly proves that there are corporate limits to globalization, which companies during thoughtless cross-national mergers ignore at their peril.
Branding Diversity
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Author : Susie Khamis
language : en
Publisher: Routledge
Release Date : 2020-01-27
Branding Diversity written by Susie Khamis and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-01-27 with Social Science categories.
Branding Diversity considers how brands both reflect and affect contemporary discussions of cultural diversity. Advancing an innovative, critical perspective on advertising, the book challenges the latent assumption that advertisers are inherently conservative and reluctant to represent anything other than popularly agreeable scripts and narratives. On the contrary, advertising is now replete with progressive messaging. Through Budweiser, Gillette, Vogue and Patagonia, Susie Khamis demonstrates that such forays into the political realm are not just shrewd appraisals of popular causes, but also inevitable outcomes of contemporary media and politics. This book will be of interest to scholars in advertising studies, marketing communications and media studies.
The Phenomenon Of Cult Brands
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Author : Dimitri Wittwer
language : en
Publisher: BoD – Books on Demand
Release Date : 2014-10-23
The Phenomenon Of Cult Brands written by Dimitri Wittwer and has been published by BoD – Books on Demand this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-10-23 with Business & Economics categories.
Cult Brands belong to the world’s most powerful brands and have thus increasingly garnered attention and sparked interest. To date though, there is no common understanding of what a cult brand actually is. As a pioneer in this field, Dimitri Wittwer focused his dissertation on these kinds of brands. In his research he revealed the key characteristics of cult brands, drawing on interdisciplinary literature and both qualitative and quantitative research with more than 5,000 participants ranging from con- sumers to experts in a variety of disciplines. The author empha- sizes the strong relevance of a brand’s cultural change orienta- tion in its evolution to becoming a cult brand and develops two models: the Cult Brand Model focusing on building cult brands and the Cult Brand Status Scale allowing the measurement of a brand’s cult status from a consumer perspective.