Brands: The Logos of Global Economy (International Library by Celia Lury

By Celia Lury

Manufacturers are in every single place: within the air, at the high-street, within the kitchen, on tv and, perhaps even in your ft. yet what are they?

The model, that time of connection among corporation and patron, has turn into one of many key cultural forces of our time and probably the most vital automobiles of globalization. This booklet deals a close and leading edge research of the brand

Illustrated with many examples, the e-book argues that brands:
* mediate the provision and insist of goods and companies in a world economy
* body the actions of the marketplace by way of functioning as an interface
* converse interactively, selectively selling and inhibiting conversation among manufacturers and
consumers
* function as a public forex whereas being legally secure as inner most estate in law
* introduce sensation, features and impact into the quantitative calculations of the market
* set up the logics of world flows of goods, humans, photos and events.

This publication could be crucial examining for college kids of sociology, cultural reviews and intake.

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Additional info for Brands: The Logos of Global Economy (International Library of Sociology)

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Schulz, quoted in Koehn, 2001:247) But this did not mean that there was no product differentiation within the brand: rather, the contrary. The mid-1990s saw the development of several new products by Starbucks, including a coffee named Blue Note Blend, a blend that was the core of a marketing campaign that also featured jazz CDs, specially produced with Capitol Records Inc. and its Blue Note record label. What is especially interesting here is the way in which both products—coffee and music—are part of, or emerge in, processes of brand positioning.

Arvidsson argues that this shift in perspective happens in part because advertising is assumed to have lost most of its (or never had much) capacity to persuade consumers. 6 These rested on the presupposition that consumers are more or less passive subjects to be moved by advertising through various behavioural stages from product awareness to buying decision. In contrast, marketers have increasingly become advocates of the view that consumers are active and reflexive. In relation to this active, or reflexive, consumer, Arvidsson notes that so-called postmodern marketing posits a different logic of value from that of the classic marketing approach: the ‘semiotic logic of value’ (Firat and Venkatesh, 1993, cited in Arvidsson).

Whether and how change is recognised, named, owned and exploited is typically a matter of contestation. It both reflects and reinforces divisions within and between occupations. In very general terms, Castells (2000) argues that there is a division of labour into two categories within the global economy. The first category includes what he calls self-programmable labour—that is, labour which is equipped with the ability to retrain itself, and adapt to new tasks, new processes and new sources of information, as technology, demand and management speed up their rate of exchange.

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