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Author: Andrew Bevan
Publisher: Routledge
ISBN: 1315430878
Category : Social Science
Languages : en
Pages : 279
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Book Description
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.
Author: Andrew Bevan
Publisher: Routledge
ISBN: 1315430878
Category : Social Science
Languages : en
Pages : 279
Get Book Here
Book Description
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.
Author: David Wengrow
Publisher:
ISBN:
Category :
Languages : en
Pages : 267
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Book Description
Author: Roopali Mukherjee
Publisher: NYU Press
ISBN: 0814764002
Category : Business & Economics
Languages : en
Pages : 316
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Book Description
Buying (RED) products—from Gap T-shirts to Apple—to fight AIDS. Drinking a “Caring Cup” of coffee at the Coffee Bean & Tea Leaf to support fair trade. Driving a Toyota Prius to fight global warming. All these commonplace activities point to a central feature of contemporary culture: the most common way we participate in social activism is by buying something. Roopali Mukherjee and Sarah Banet-Weiser have gathered an exemplary group of scholars to explore this new landscape through a series of case studies of “commodity activism.” Drawing from television, film, consumer activist campaigns, and cultures of celebrity and corporate patronage, the essays take up examples such as the Dove “Real Beauty” campaign, sex positive retail activism, ABC’s Extreme Home Makeover, and Angelina Jolie as multinational celebrity missionary. Exploring the complexities embedded in contemporary political activism, Commodity Activism reveals the workings of power and resistance as well as citizenship and subjectivity in the neoliberal era. Refusing to simply position politics in opposition to consumerism, this collection teases out the relationships between material cultures and political subjectivities, arguing that activism may itself be transforming into a branded commodity.
Author: Aeron Davis
Publisher: Polity
ISBN: 0745639836
Category : Language Arts & Disciplines
Languages : en
Pages : 262
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Book Description
The Rise and Spread of Advertising, Public Relations, Marketing and Branding.
Author: Sarah Banet-Weiser
Publisher: NYU Press
ISBN: 0814787134
Category : Political Science
Languages : en
Pages : 280
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Book Description
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, Banet-Weiser argues that in the contemporary era, brands are about culture as much as they are about economics.
Author: D. B. Holt
Publisher: Harvard Business Press
ISBN: 1422163326
Category : Business & Economics
Languages : en
Pages : 282
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Book Description
Coca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolize than for what they do, products like these are more than brands--they are cultural icons. How do managers create brands that resonate so powerfully with consumers? Based on extensive historical analyses of some of America's most successful iconic brands, including ESPN, Mountain Dew, Volkswagen, Budweiser, and Harley-Davidson, this book presents the first systematic model to explain how brands become icons. Douglas B. Holt shows how iconic brands create "identity myths" that, through powerful symbolism, soothe collective anxieties resulting from acute social change. Holt warns that icons can't be built through conventional branding strategies, which focus on benefits, brand personalities, and emotional relationships. Instead, he calls for a deeper cultural perspective on traditional marketing themes like targeting, positioning, brand equity, and brand loyalty--and outlines a distinctive set of "cultural branding" principles that will radically alter how companies approach everything from marketing strategy to market research to hiring and training managers. Until now, Holt shows, even the most successful iconic brands have emerged more by intuition and serendipity than by design. With How Brands Become Icons, managers can leverage the principles behind some of the most successful brands of the last half-century to build their own iconic brands. Douglas B. Holt is associate professor of Marketing at Harvard Business School.
Author: Adam Arvidsson
Publisher: Routledge
ISBN: 1134277873
Category : Business & Economics
Languages : en
Pages : 177
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Book Description
Brands are now a dominant feature of everyday life. Drawing on rich empirical material, this book builds up a critical theory, arguing that brands have become an important tool for transforming everyday life into economic value.
Author: Martha Bartlett Piland
Publisher:
ISBN: 9781948484787
Category : Business & Economics
Languages : en
Pages : 128
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Book Description
For every banker who wants off of the commodity hamster wheel, this first-of-its-kind book helps bankers create super-sticky, value-based relationships and a future-proof financial brand.
Author: George Paul Meiu
Publisher: Indiana University Press
ISBN: 025304796X
Category : Social Science
Languages : en
Pages : 278
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Book Description
In the economics of everyday life, even ethnicity has become a potential resource to be tapped, generating new sources of profit and power, new ways of being social, and new visions of the future. Throughout Africa, ethnic corporations have been repurposed to do business in mining or tourism; in the USA, Native American groupings have expanded their involvement in gaming, design, and other industries; and all over the world, the commodification of culture has sown itself deeply into the domains of everything from medicine to fashion. Ethnic groups increasingly seek empowerment by formally incorporating themselves, by deploying their sovereign status for material ends, and by copyrighting their cultural practices as intellectual property. Building on ethnographic case studies from Kenya, Nepal, Peru, Russia, and many other countries, this collection poses the question: Does the turn to the incorporation and commodification of ethnicity really herald a new historical moment in the global politics of identity?
Author: Bert De Munck
Publisher: Routledge
ISBN: 1317162404
Category : History
Languages : en
Pages : 305
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Book Description
In contemporary society it would seem self-evident that people allow the market to determine the values of products and services. For everything from a loaf of bread to a work of art to a simple haircut, value is expressed in monetary terms and seen as determined primarily by the 'objective' interplay between supply and demand. Yet this 'price-mechanism' is itself embedded in conventions and frames of reference which differed according to time, place and product type. Moreover, the dominance of the conventions of utility maximising and calculative homo economicus is a relatively new phenomenon, and one which directly correlates to the steady advent of capitalism in early modern Europe. This volume brings together scholars with expertise in a variety of related fields, including economic history, the history of consumption and material culture, art history, and the history of collecting, to explore changing concepts of value from the early modern period to the nineteenth century and present a new view on the advent of modern economic practices. Jointly, they fundamentally challenge traditional historical narratives about the rise of our contemporary market economy and consumer society.
