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Brand Culture
Exploring current issues in brand management, this book fills a niche in the burgeoning cache of branding literature with a distinctive managerially and theoretically informed perspective on the cultural dimensions of branding.
Brand Culture
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.
Knowledge Communication: Transparency, Democracy, Global Governance
Knowledge communication is a subject intensely discussed nowadaysas there is much buzz in the academia about the crisis of scientific authority. Fundamental research but also popular culture, special magazines, traditional books, find increasingly rarer common terms with new audiences like web 2.0 practitioners and various multi-media consumers. There are even pedigree cultured people that seem to accept no more traditional communicating supports and act conflictually towards them. Some voices claim that general audiences are superficial and consumerist; but on the other hand many speak about lack of openness for the general audience from scientists themselves. The audience of science is therefore fundamental and all the papers in this volume touch it in many ways. Another direction that will be consistent with all these papers along the book is the knowledge as a resource for cultural and regional policies, tourism industry and so forth. Transparency, globalization, regionalization, have no meaning without distinctive specters of regions and local cultures that assert themselves besides traditional European countries.
Mapping Mongolia
With its small population and low GDP, Mongolia is frequently deemed "unique" or tacked onto various area studies programs: Inner Asia, Central Asia, Northeast Asia, or Eurasia. This volume is a response to the concern that countries such as Mongolia are marginalized when academia and international diplomacy reconfigure area studies borders in the postsocialist era. Would marginalized countries such as Mongolia benefit from a reconfiguration of area studies programs or even from another way of thinking about grouping nations? This book uses Mongolia as a case study to critique the area studies methodology and test the efficacy of another grouping methodology, the "-scapes" method proposed by...
The New Consumer Online
It’s a new world online, where consumers can publish their writing and gain a public presence, even a mass audience. This book links together blogging, writing reviews for Yelp, and creating pinboards for Pinterest, all of which provide ordinary people the opportunity to display their tastes to strangers. Edward McQuarrie expertly analyzes how the operation of taste in consumption has been changed by the Internet and offers a fresh perspective on why websites like Yelp and Pinterest have become so successful.
Branding Masculinity
Branding Masculinity examines two ideologies of masculinity – one typifying rural agricultural areas and the other found in urban, business settings. Comparisons are made between these two current forms of masculinity and both similarities and differences are identified. Six product categories compose the Constellation of Masculinity for both groups. Hirschman selects a masculine prototype brand from each category and presents a detailed analysis of the images, language and marketing actions used to create the brand's masculinity over time. Using her method, marketers for other brands will be equipped to enhance the masculine status of their brands, as well. Branding Masculinity proposes that masculine brands are made, not born. Masculinity is an enduring cultural ideal which can be attached to a variety of products and brands by the appropriate use of symbols, icons and images. Scholars from various disciplines within the fields of branding, marketing, public relations and corporate identity will see this book as vital in continuing the academic discourse in the field. It will serve as a respected reference resource for researchers, academics, students and policy makers, alike.
The Politics of Custom
Includes bibliographical references and index.
Brands
Branding has emerged as a cornerstone of marketing practice and corporate strategy, as well as a central cultural practice. In this book, Jonathan Schroeder brings together a curated selection of the most influential and thought-provoking papers on brands and branding from Consumption Markets and Culture, accompanied by new contributions from leading brand scholars Giana Eckhardt, John F. Sherry, Jr., Sidney Levy and Morris Holbrook. Organised into four perspectives – cultural, corporate, consumer, critical - these papers are chosen to highlight the complexities of contemporary branding through leading consumer brands such as Disney, eBay, Guinness, McDonalds, Nike, and Starbucks. They add...
