Brands

Meaning and Value in Media Culture

Adam Arvidsson

168 pages, parution le 21/12/2005

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Résumé

Drawing on rich empirical material, this revealing book builds up a critical theory, arguing that brands have become an important tool for transforming everyday life into economic value.

When branding lifestyles or value complexes onto their products, companies assume that consumers desire products for their ability to give meaning to their lives. Yet, brands also have a key function within managerial strategy. Examining the history of audience and market research, marketing thought and advertising strategy, the first part of this book traces the historical development of branding, whilst the second part evaluates new media, contemporary management and overall media economics to present the first systematic theory of brands: the brand as a key institution in information capitalism. It includes chapters on:

Consumption
Marketing
Brand Management
Online Branding
The Brand as Informational Capital

Richly illustrated with case studies from market research, advertising, shop displays, mobile phones, the internet and virtual companies, this outstanding book is essential reading for students and researchers of the sociology of media, cultural studies, advertising and consumer studies and marketing.

L'auteur - Adam Arvidsson

Adam Arvidsson is Assistant Professor in the Department of Film and Media Studies, at the University of Copenhagan. His research examines the economic role of brands within the contemporary information economy.

Sommaire

Introduction
Consumption
Marketing
Brand Management
Online Branding
The Brand as Informational Capital
Bibliography

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Routledge
Auteur(s)	Adam Arvidsson
Parution	21/12/2005
Nb. de pages	168
Format	15,5 x 23,5
Couverture	Broché
Poids	274g
Intérieur	Noir et Blanc
EAN13	9780415347167
ISBN13	978-0-415-34716-7