The Power of Brand Ownership

Texte du rabat

A theoretical exploration of branding, identity and consumer power dynamics in the liminal space between digital and physical that forms our cultural landscape. Essential reading for those interested in the relationship between brands and consumers, and how brands shape and are shaped by the cultural landscapes that consumers navigate daily.

Contenu

Introduction; 1. What we mean when we talk about the cultural landscape; 2. Using brands as landmarks for mapping the cultural landscape; 3. Brand capital, perspective, and power; 4. The role of gender; Case Study 1 - Gender: Virgin Atlantic and Bud Light; 5. The importance of authenticity; 6. Brand activism as power dynamic; Case Study 2 - Activism: Kate Spade Change Please; 7. Ownership as power; 8. The transience of power in the cultural landscape; Case Study 3 - Shifting power: Skype, Burberry, and Old Spice; 9. TLDR: the application to industry.