The Power of Brand Ownership

Auteur

Miriam J. Johnson is a Senior Lecturer in the Oxford International Centre for Publishing at Oxford Brookes University. Her research focusses on marketing, digital humanities, and AI, and her work has appeared in Logos, Publisher's Research Quarterly, and the Journal of Social Media Learning. She is the author of Books and Social Media (Routledge, 2021), and Social Media Marketing for Book Publishers (Routledge, 2022) which home in on digital community dynamics.

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"--

Résumé
How do brands cultivate loyalty and influence consumer purchasing decisions? The Power of Brand Ownership explores the complex dynamics between branding and consumer identity within both the physical and digital realms that form our cultural landscape. Miriam J. Johnson uncovers a symbiotic relationship where brands serve not merely as navigational aids in a consumer's journey but also as integral components of self-identity and social projection, and the power that entails. Investigating the nuances of power shifts, brand authenticity, activism, and the gendered nature of consumption, Johnson asserts that brands are both influenced by and influencers of the cultural terrain they inhabit as well as the temporal contexts in which they interact. Theoretical frameworks articulate the fluidity of capital within the consumer-brand nexus whilst insightful case studies illustrate industry examples, revealing the shifting strategies employed by companies to make brands identifiable and desirable in the ever-changing cultural landscape.

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.