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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.
- Sales Rank: #2447012 in Books
- Published on: 2006-01-19
- Released on: 2005-12-08
- Original language: English
- Number of items: 1
- Dimensions: 9.21" h x .41" w x 6.14" l, .60 pounds
- Binding: Paperback
- 176 pages
About the Author
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.
Most helpful customer reviews
0 of 0 people found the following review helpful.
book is good
By hongyanyu
i got the book recently. I like it and think the quality is good. I will try to do again if I need.
0 of 0 people found the following review helpful.
brand theory at its best
By Q&A
This is the most interesting book on brands I've had the pleasure of reading. Not to say one of the best integrations of Autonomist Marxist theories of communicative labor in the analysis of one of the key battlefields - or playgrounds? - of contemporary capitalism. In this sense I think this book is of high value to those interested in brands, contemporary capitalism, media and consumption, and reconceptualizations of the consumer as laborer in post-Fordism.
I can't recommend this book enough. Its only downside is its high price.
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