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Author : Andrew Bevan
Publisher : Left Coast Press
ISBN 13 : 1598745417
Total Pages : 268 pages
Book Rating : 4.5/5 (987 download)
Download or read book Cultures of Commodity Branding written by Andrew Bevan and published by Left Coast Press. This book was released on 2010-07-15 with total page 268 pages. Available in PDF, EPUB and Kindle. Book excerpt: University College London Institute of Archaeology Publications --
Author : Andrew Bevan
Publisher : Routledge
ISBN 13 : 1315430878
Total Pages : 279 pages
Book Rating : 4.3/5 (154 download)
Download or read book Cultures of Commodity Branding written by Andrew Bevan and published by Routledge. This book was released on 2016-06-16 with total page 279 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 : Roopali Mukherjee
Publisher : NYU Press
ISBN 13 : 0814764002
Total Pages : 316 pages
Book Rating : 4.8/5 (147 download)
Download or read book Commodity Activism written by Roopali Mukherjee and published by NYU Press. This book was released on 2012-02 with total page 316 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 : Sarah Banet-Weiser
Publisher : NYU Press
ISBN 13 : 0814787150
Total Pages : 282 pages
Book Rating : 4.8/5 (147 download)
Download or read book AuthenticTM written by Sarah Banet-Weiser and published by NYU Press. This book was released on 2012-11-26 with total page 282 pages. Available in PDF, EPUB and Kindle. Book excerpt: A stimulating, smart book on what it means to live in a brand culture 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. AuthenticTM 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 AuthenticTM to articulate a politics of ambivalence, creating a lens through which we can see potential political possibilities within the new consumerism.
Author : Aeron Davis
Publisher : Polity
ISBN 13 : 0745639836
Total Pages : 262 pages
Book Rating : 4.7/5 (456 download)
Download or read book Promotional Cultures written by Aeron Davis and published by Polity. This book was released on 2013-07-10 with total page 262 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Rise and Spread of Advertising, Public Relations, Marketing and Branding.
Author : Margit Enke
Publisher : Springer Nature
ISBN 13 : 3030906574
Total Pages : 421 pages
Book Rating : 4.0/5 (39 download)
Download or read book Commodity Marketing written by Margit Enke and published by Springer Nature. This book was released on 2022-04-22 with total page 421 pages. Available in PDF, EPUB and Kindle. Book excerpt: Commoditization is a major challenge for companies in a wide range of industries, and commodity marketing has become a priority for many top managers. This book tackles the key issues associated with the marketing of commodities and the processes of commoditization and de-commoditization. It summarizes the state of the art on commodity marketing, providing an overview of current debates. It also offers managerial insights, case studies, and guidance to help manage and market commodity goods and services.
Author : D. B. Holt
Publisher : Harvard Business Press
ISBN 13 : 1422163326
Total Pages : 282 pages
Book Rating : 4.4/5 (221 download)
Download or read book How Brands Become Icons written by D. B. Holt and published by Harvard Business Press. This book was released on 2004-09-15 with total page 282 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 : Felicity Barnes
Publisher : McGill-Queen's Press - MQUP
ISBN 13 : 0228012163
Total Pages : 164 pages
Book Rating : 4.2/5 (28 download)
Download or read book Selling Britishness written by Felicity Barnes and published by McGill-Queen's Press - MQUP. This book was released on 2022-07-26 with total page 164 pages. Available in PDF, EPUB and Kindle. Book excerpt: From the 1920s until the outbreak of the Second World War, Australia, Canada, and New Zealand filled British shop windows, newspaper columns, and cinema screens with “British to the core” Canadian apples, “British to the backbone” New Zealand lamb, and “All British” Australian butter. In remarkable yet forgotten advertising campaigns, prime ministers, touring cricketers, “lady demonstrators,” and even boxing kangaroos were pressed into service to sell more Dominion produce to British shoppers. But as they sold apples and butter, these campaigns also sold a Dominion-styled British identity. Selling Britishness explores the role of commodity marketing in creating Britishness. Dominion settlers considered themselves British and marketed their commodities accordingly. Meanwhile, ambitious Dominion advertising agencies set up shop in London to bring British goods, like Ovaltine, back to the dominions and persuade their fellow citizens to buy British. Conventionally nationalist narratives have posited the growth of independent national identities during the interwar period, though some have suggested imperial sentiment endured. Felicity Barnes takes a new approach, arguing that far from shaking off or relying on any lasting sense of Britishness, Dominion marketing produced it. Selling Britishness shows that when constructing Britishness, advertisers employed imperial hierarchies of race, class, and gender. Consumption worked to bolster colonialism, and advertising extended imperial power into the everyday. Drawing on extensive new archives, Selling Britishness explores a shared British identity constructed by marketers and advertisers during advertising’s golden age.
Author : Hirochika Nakamaki
Publisher : Springer
ISBN 13 : 4431549161
Total Pages : 253 pages
Book Rating : 4.4/5 (315 download)
Download or read book Enterprise as an Instrument of Civilization written by Hirochika Nakamaki and published by Springer. This book was released on 2015-07-25 with total page 253 pages. Available in PDF, EPUB and Kindle. Book excerpt: In this book, the functions and dynamics of enterprises are explained with the use of anthropological methods. The chapters are based on anthropological research that has continued mainly as an inter-university research project, which is named Keiei Jinruigaku, of the National Museum of Ethnology (Japan) since 1993. These studies have a twofold aim: to clarify that enterprises are not only actors in economic activity but also actors that create culture and civilization; and to find the raison d'être of enterprises in a global society. Business anthropology is an approach to the investigation of various phenomena in enterprises and management using anthropological methodology (e.g., participant observations and interviews). Historically, its origin goes back to the 1920s–30s. In the Hawthorne experiments, the research group organized by Elton Mayo recruited an anthropologist, Lloyd W. Warner, and conducted research on human relations in the workplace by observation of participants. Since then, similar studies have been carried out in the United States and the United Kingdom. In Japan, however, such research is quite rare. Now, in addition to anthropological methods, the authors have employed multidisciplinary methods drawn from management, economics, and sociology. The research contained here can be characterized in these ways: (1) Research methods adopt interpretative approaches such as hermeneutic and/or narrative approaches rather than causal and functional explanations such as “cause–consequence” relationships. (2) Multidisciplinary approaches including qualitative research techniques are employed to investigate the total entity of enterprises, with their own cosmology. In this book, the totality of activities by enterprises are shown, including the relationship between religion and enterprise, corporate funerals, corporate museums, and the sacred space and/or mythology of enterprises. Part I provides introductions to Keiei Jinruigaku and Part II explains the theoretical characteristics of Keiei Jinruigaku. In addition, research topics and cases of Keiei Jinruigaku are presented in Part III.
Author : Adam Arvidsson
Publisher : Routledge
ISBN 13 : 1134277873
Total Pages : 177 pages
Book Rating : 4.1/5 (342 download)
Download or read book Brands written by Adam Arvidsson and published by Routledge. This book was released on 2006-04-19 with total page 177 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 : Matt Britton
Publisher : John Wiley & Sons
ISBN 13 : 1118981146
Total Pages : 320 pages
Book Rating : 4.1/5 (189 download)
Download or read book YouthNation written by Matt Britton and published by John Wiley & Sons. This book was released on 2015-04-20 with total page 320 pages. Available in PDF, EPUB and Kindle. Book excerpt: Youth is no longer an age—it's a commodity YouthNation is an indispensable brand roadmap to the youth-driven economy. Exploring the idea that youth is no longer an age—it's a commodity that's available to everyone—this book shows what it takes to stay connected, agile, authentic, and relevant in today's marketplace. Readers will learn the ins and outs of the new consumer, and the tools, methods, and techniques that ensure brand survival in the age of perpetual youth. Coverage includes marketing in a post-demographic world, crafting the story of the brand, building engaged communities, creating experiences that inspire loyalty and evangelism, and the cutting-edge tricks that help businesses large and small harness the enormous power of youth. The old marketing models are over, and the status quo is dead. Businesses today have to embody the ideals of youth culture in order to succeed, by tapping the new and rapidly evolving resources n business and in life. When everything is changing at the pace of a teenager's attention span, how do businesses future-fit for long-term success? This book provides a plan, and the thoughts, strategies, and brass tacks advice for putting it into action. Use New-Gen psychographics to target markets Build stronger evangelism with a compelling brand narrative Create loyal communities with immersive and engaging experiences Navigate the radically-changed landscape of the future marketplace In today's hyper-socialized, Facebook fanatic, selfie-obsessed world, youth is the primary driver of business and culture. Smart companies are looking to tap into the fountain of youth, and the others are sinking fast. YouthNation is a roadmap to brand relevancy in the new economy, giving businesses turn-by-turn direction to their market destination.
Author : George Paul Meiu
Publisher : Indiana University Press
ISBN 13 : 025304796X
Total Pages : 278 pages
Book Rating : 4.2/5 (53 download)
Download or read book Ethnicity, Commodity, In/Corporation written by George Paul Meiu and published by Indiana University Press. This book was released on 2020-08-04 with total page 278 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 : Simon Anholt
Publisher : Routledge
ISBN 13 : 1136426078
Total Pages : 185 pages
Book Rating : 4.1/5 (364 download)
Download or read book Brand New Justice written by Simon Anholt and published by Routledge. This book was released on 2006-08-11 with total page 185 pages. Available in PDF, EPUB and Kindle. Book excerpt: Recently vilified as the prime dynamic driving home the breach between poor and rich nations, here the branding process is rehabilitated as a potential saviour of the economically underprivileged. Brand New Justice, now in a revised paperback edition, systematically analyses the success stories of the Top Thirteen nations, demonstrating that their wealth is based on the 'last mile' of the commercial process: buying raw materials and manufacturing cheaply in third world countries, these countries realise their lucrative profits by adding value through finishing, packaging and marketing and then selling the branded product on to the end-user at a hugely inflated price. The use of sophisticated global media techniques alongside a range of creative marketing activities are the lynchpins of this process. Applying his observations on economic history and the development and impact of global marketing, Anholt presents a cogent plan for developing nations to benefit from globalization. So long the helpless victim of capitalist trading systems, he shows that they can cross the divide and graduate from supplier nation to producer nation. Branding native produce on a global scale, making a commercial virtue out of perceived authenticity and otherness and fully capitalising on the 'last mile' benefits are key to this graduation and fundamental to forging a new global economic balance. Anholt argues with a forceful logic, but also backs his hypothesis with enticing glimpses of this process actually beginning to take place. Examining activities in India, Thailand, Russia and Africa among others, he shows the risks, challenges and pressures inherent in 'turning the tide', but above all he demonstrates the very real possibility of enlightened capitalism working as a force for good in global terms.
Author : Eleftheria J. Lekakis
Publisher : SAGE
ISBN 13 : 1529786886
Total Pages : 217 pages
Book Rating : 4.5/5 (297 download)
Download or read book Consumer Activism written by Eleftheria J. Lekakis and published by SAGE. This book was released on 2022-08-27 with total page 217 pages. Available in PDF, EPUB and Kindle. Book excerpt: "A crucial intervention to both critical studies of consumption and research into activism. It authoritatively explores the complex and multiplying links between branding and neoliberal culture, consumer practices and social justice." – Professor Mehita Iqani, Stellenbosch University "Eleftheria Lekakis reminds us that as consumers, we can do much more than just buy our way out of social or political problems." – Professor Melissa Aronczyk, Rutgers University Consumption and resistance are entwined. From buying fair-trade, to celebrity advocates for social causes, to subvertising and anti-consumerist grassroots movements, consumer activism is now a key part of our fight for social and environmental justice. This book is a comprehensive exploration of the complexities and dilemmas of using the marketplace as an arena for politics. It goes beyond simply buying or boycotting to critically explore how individuals, collectives, corporations and governments do politics with and through consumption. Impassioned and always accessible, Eleftheria Lekakis explores: The media and economic logics which privilege elite activists. The real opportunities to resist and redirect promotional culture. Consumer activism as collective and community-building. The politicisation of celebrity influencers. The centrality of digital media technology. A range of transnational case studies pushing the field beyond the Global North. Consumer Activism: Promotional Culture and Resistance covers the full breadth of theory and practice you need to know. It is an essential resource for understanding, researching and engaging with the global phenomenon of consumer activism. Dr Eleftheria Lekakis is senior lecturer in Media and Communications at the School of Media, Arts, and Humanities at the University of Sussex.
Author : Sarah Banet-Weiser
Publisher : NYU Press
ISBN 13 : 0814787142
Total Pages : 280 pages
Book Rating : 4.8/5 (147 download)
Download or read book Authentic written by Sarah Banet-Weiser and published by NYU Press. This book was released on 2012-10-15 with total page 280 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Author : Sven Brodmerkel
Publisher : Springer
ISBN 13 : 1137496568
Total Pages : 215 pages
Book Rating : 4.1/5 (374 download)
Download or read book Brand Machines, Sensory Media and Calculative Culture written by Sven Brodmerkel and published by Springer. This book was released on 2016-10-27 with total page 215 pages. Available in PDF, EPUB and Kindle. Book excerpt: This study argues that the defining feature of contemporary advertising is the interconnectedness between consumer participation and calculative media platforms. It critically investigates how audience participation unfolds in an algorithmic media infrastructure in which brands develop media devices to codify, process and modulate human capacities and actions. With the shift from a broadcast to an interactive media system, advertisers have reinvented themselves as the strategic interface between computational media systems and the lived experience and living bodies of consumers. Where once advertising relied predominantly on symbolic appeals to affect consumers, it now centres on the use of computational devices that codify, monitor, analyse and control their behaviours. Advertisers have worked to stimulate and harness consumer participation for several generations. Consumers undertook the productive work of making brands a part of their cultural identities and practices. With the emergence of a computational mode of advertising consumer participation extends beyond the expressive activity of creating and circulating meaning. It now involves making the lived experience and the living body available to the experimental capacities of media platforms and devices. In this mode of advertising brands become techno-cultural processes that integrate calculative and cultural functions. Brand Machines, Sensory Media and Calculative Culture conceptualises and theorises these significant changes in advertising. It takes consumer participation and its interconnectedness with calculative media platforms as the fundamental aspect of contemporary advertising and critically investigates how advertising, consumer participation and technology are interrelated in creating and facilitating lived experiences that create value for brands.
Author : Mark McGurl
Publisher : Verso Books
ISBN 13 : 183976385X
Total Pages : 337 pages
Book Rating : 4.8/5 (397 download)
Download or read book Everything and Less written by Mark McGurl and published by Verso Books. This book was released on 2021-10-19 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: National Book Critics Circle Award Finalist Best Book of Fall (Esquire) and a Most Anticipated Book of 2021 (Lit Hub) What Has Happened to Fiction in the Age of Platform Capitalism? Since it was first launched in 1994, Amazon has changed the world of literature. The “Everything Store” has not just transformed how we buy books; it has affected what we buy, and even what we read. In Everything and Less, acclaimed critic Mark McGurl explores this new world where writing is no longer categorized as high or lowbrow, literature or popular fiction. Charting a course spanning from Henry James to E. L. James, McGurl shows that contemporary writing has less to do with writing per se than with the manner of its distribution. This consumerist logic—if you like this, you might also like ...—has reorganized the fiction universe so that literary prize-winners sit alongside fantasy, romance, fan fiction, and the infinite list of hybrid genres and self-published works. This is an innovation to be cautiously celebrated. Amazon’s platform is not just a retail juggernaut but an aesthetic experiment driven by an unseen algorithm rivaling in the depths of its effects any major cultural shift in history. Here all fiction is genre fiction, and the niches range from the categories of crime and science fiction to the more refined interests of Adult Baby Diaper Lover erotica. Everything and Less is a hilarious and insightful map of both the commanding heights and sordid depths of fiction, past and present, that opens up an arresting conversation about why it is we read and write fiction in the first place.
